X-Zone puts AXN in top 3 intl channels in India

MUMBAI: A series of invigorating promotional and marketing initiatives coupled with a localisation drive last year have paid action oriented channel AXN rich dividends.


In order provide a whole new dimension to interactive television programming, the channel had brought down Mike Whitney for the AXN Who Dares Wins - India Special . Figures reveal that the series roped in 9.25 million viewers for the episodes spread over six weeks. The first run of the show in the week of 17 November to 22 December in the 8 pm - 9 pm slot on Sundays notched up a rating share of 20.6 with 14.1 rating shares for the repeat telecasts on Mondays. In fact, the India Special even overtook the original series in its ratings, the channel claims.

Last year, AXN launched shows like Fear Factor, The Amazing Race, Guinness World Records: Primetime in the X-Zone band between 9 - 10 pm. The channel claims that this has put it among the top three international channels in India.

Speaking on the programming strategy adopted last year Assistant V-P Sales and Marketing, SET (I) Ltd Rohit Bhandari said,"The challenge that AXN faced was really to take an inherently international and increasingly successful brand and give it a more local feel, something which it has very effectively done last year. We initiated the process of striking a fine balance by managing a firmly entrenched international brand, yet infusing just the required amount of local flavour thereby not diluting its brand identity.

The branding is the same, the commitment to 100 per cent high-quality action-adventure programming is unwavering, but the execution in terms of on-the-ground events, programme content, scheduling and even advertising varies as the channel adapts to cater to the preferences of specific markets. Through our X-Zone shows and the AXN Who Dares Wins-India Special, we attempted 'appointment viewing' amongst audiences. We're putting efforts on all fronts - creating the best quality channel, striking on-air presentation, and engaging on-the-ground events which viewers get a kick out of. "

On the advertising front, AXN roped in several blue-chip sponsor partners - including Hero Honda, Samsung, Colgate-Palmolive, Perfetti and Bharti (Airtel) - for its local production and integrated their products into the show. The channel will announce plans for this year next month.

Latest Reads
India News Manch: Yogi Sarkar Kitni Asardar: uttar pradesh CM Yogi Adityanath reiterates his focus will remain fixed on development

India News, organised an event called Yogi Sarkar, Kitni Asardaar? The day-long event, held in Lucknow on Saturday, March 17, 2018, presented a comprehensive overview of the BJP government’s first year in power in Uttar Pradesh under the leadership of Chief Minister Yogi Adityanath.

Television TV Channels News Broadcasting
Star India roars with IPL's second national campaign

Following the recent launch of the Best vs Best VIVO Indian Premier League (IPL) anthem that crossed over 15 million views across social media platforms, Star India has launched the second phase of its campaign with a pertinent question.

Television TV Channels Sports
Barcelona closer to LaLiga title, Ronaldo closer to Messi in Pichichi top scorers' race

Lionel Messi’s 25th LaLiga goal of the season kept Barcelona on track for the 2017/18 LaLiga title, during a weekend which also saw Real Madrid star Cristiano Ronaldo make up ground in the ‘pichichi’ top scorers’ race with a four goal ‘poker’.

Television TV Channels Sports
B4U TV celebrates successful first season of The Meera Gandhi Show

B4U TV celebrates successful first season of The Meera Gandhi Show

Television TV Channels Music and Youth
GST relief for media industry in the offing?

NEW DELHI: There may be some relief for the media industry for certain segments in the offing relating to goods and services tax (GST) with the government open to reviewing certain norms. According to government sources, petitions from the media and entertainment industry has moved the government...

Television TV Channels GECs
Network18 unveils new identity for all news channels

NEW DELHI: Network18 has unveiled a new and common identity for all group news channels, which will be seen across the news stable, and a pledge to focus on and highlight more Indian languages.

Television TV Channels News Broadcasting
Disney restructures business in the face of digital disruption

MUMBAI: Walt Disney Co, on Wednesday, announced a sweeping restructuring aimed at accelerating its global expansion during a period of upheaval for Hollywood.

Television TV Channels English Entertainment
Sony's 'Dus Ka Dum' gets app boost

MUMBAI: After a successful season of Kaun Banega Crorepati (KBC), Sony Pictures Network is reviving Dus Ka Dum, another big reality show with superstar Salman Khan. The show is coming back on air for its third season after 2009. Since its initial airing, the entertainment landscape has changed...

Television TV Channels GECs
ZEEL scraps 9X Media acquisition

Owing to non-completion of certain material conditions, Zee Entertainment Enterprises Ltd (ZEEL) has terminated its deal to acquire music broadcaster 9X Media.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories