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AXN's strategy is clear-cut. Build up the action brand through
the introduction of innovative programming that caters to
both the serious viewer as well as the one who is looking
for an escape through adventure. To this end, the channel
announced the launch of The Agency. The show on the
US Central Intelligence Agency (CIA)'s working commences
on 2 April at 8 pm and will repeat Wednesdays at 1 pm and
10 pm.
AXN senior marketing manager Rohit Bhandari expressed satisfaction
at the way new programmes like Fear Factor and Scariest
Places In The World have been faring on the channel
since their launch earlier in the year.
On the flip side, Bhandari said that animation series on
the channel have not struck a chord with Indian audiences,
chiefly because the shows target the 15-21 year age group.
In India however animation is perceived to be meant for
those in the five to 10 age bracket.
He also said that one of the channel's major properties
of the year was World Stunt Awards. The event is
scheduled to take place on 19 May in the US and is being
developed by the channel in conjunction with US network
ABC.
Bhandari said the channel would continue building the brand
through alliances with action-oriented movies released in
theatres. AXN promotes films not only from the Sony stables
but also other film companies like Twentieth Century Fox,
Bhandari said. The two parties promoted the war film Behind
Enemy Lines and will team up again for Ali with
Oscar-nominated Will Smith in the title role.
The channel is planning to have a multi discipline adventure
race towards the end of the year. Targeted at corporate
executives who work long hours the event will see disciplines
like rock climbing and swimming taking place over the weekend.
 Speaking
about The Agency, Bhandari said the idea is to change
the perception people have about the CIA. That the stories
bear more than a passing resemblance to real life goings
on can be gauged by the fact that the pilot episode about
Osama Bin Laden's Al Qaeda network planning to bomb the
famous department store Harrods in London was dropped after
the events of 11 September. Interestingly, the pilot was
made in May lending credence to the belief that the CIA
was well aware of the threat the terrorist outfit posed
to America and anyone who allied itself to the country.
"Drama series like The Agency are peerless and
are what water cooler conversations are all about," Bhandari
said.
Apart from The Agency another new show which will
commence is called Queen of Swords from 4 April at
8 pm. The title character Tessa Alvorado could be considered
a female Zorro. Like her male counterpart she is an expert
in the art of sword fighting. The second season of Crime
Scene Investigation (CSI) starts on 1 April at 8 pm.
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