AXN drives brand into motorsport arena

MUMBAI: AXN has decided to take the action sport route in a bid to further connect with the viewer. This month onwards, the channel is airing action from the World Rally Championships.



During the course of the year, 16 races will take place in different locations such as Europe and Australia. The Monte Carlo race kicks off the championship from 23-25 January and will be aired on AXN on 30 January at 9 pm with highlights airing on the following Friday at the same time.

Speaking to, Sony's assistant VP marketing Rohit Bhandari, who looks after AXN in India, said that the motorsport event was a way for the channel to take things forward. "It is a cross-country race and the cars are of the same calibre as seen in Formula One." He also mentioned that as the programming decision had been taken only very recently, the broadcaster had still to approach the advertising community with the product and make the pitch.

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