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 Action
channel AXN has announced the second season of the reality
show 'The Amazing Race'. AXN will broadcast the first two
episodes of 'Amazing Race 2' this Friday, 15 March back
to back, from 8-9 PM and 9-10 PM
Subsequent
episodes will air every Friday at 9 PM, with rebroadcasts
on Sundays at 1pm and 5pm, and on Mondays at 10 PM
Commenting on the first performance of the first installment,
Rohit Bhandari, senior marketing manager, AXN, said it did
reasonably well with an average share of 20 per cent among
the international channels. Ratings were no doubt helped
by the fact that participants had come to India for a couple
of days, Bhandari said.
The
format is the same as the first season. Eleven new couples
with a pre-existing relationship race around the world to
win $1 million.
'AXN HAS CORNERED 9 PM SLOT': Referring to the channel's
viewer base, Bhandari said AXN had seen a shift in its demographic
profile. When the channel started operating in 1998 the
male female ratio was 70:30. Now it is a more balanced 57:43.
He said that the two reality shows which recently commenced
on the channel 'Fear Factor' and 'Scariest Places On Earth',
have cornered the most share in the crucial 9 PM prime time
slot as opposed to movie based programs on rivals like HBO
and Star Movies.
 Referring
to other programming initiatives, Bhandari said eight episodes
of the new season of 'Who Dares Wins' will be shot in India.
This will basically comprise of street dares. The more adventurous
will be flown to Australia to compete in the main dares.
Bhandari said that the main dares need to take place in
Australia as the tasks are complex and require technical
expertise to ensure safety of participants.
People
can nominate those whom they want to see on the tube. An
on air campaigns will be conducted telling people to send
in entries and then a lucky draw will be held.
As
for the upcoming attractions the channel has on offer, April
will see the launch of the second season of Crime Scene
Investigation. Besides this 'The Agency', about the manoeuverings
of the CIA will enthrall viewers.
 May
will witness the airing a stunt awards show which will take
place in Los Angeles. The aim is to honour people behind
action scenes. The channel will organise a marketing initiative
around the event. Watch this space for further details.
As
far as film-based programming is concerned AXN claims a
viewership of 2.33 million for 'Crouching Tiger Hidden Dragon'
which had its premiere on the channel in December. Films
that will air later on in the year on AXN include the Kevin
Bacon scare fest 'Hollow Man', the chick action flick 'Charlies
Angels', and '6th Day' with Arnold Schwarzenneger getting
cloned.
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