Bhandari added that one factor in Hanmer&Partners' favour was that they do not handle many media accounts. "They mainly handle corporate accounts and FMCG clients. This gives us confidence that they will be able to bring a fresh perspective into how a story is to be presented for a television channel.

"They can also come up with innovative ideas regarding how the salient features of a story can be presented to the media so that people in the industry look forward to reading about what we are doing. There are deliverables that we expect from Hanmer and Partners. For instance when we organise an Xtreme ground event next year it is their job to use the right media channels to send out the message."

Bhandari added that the large size of Hanmer&Partners ensures a great degree of stability. Perfect Relations was one the agencies that pitched for AXN's account. Bhandari pointed out that Perfect already handles channels like Discovery. "So if we had hired them the danger was that we may get ideas that have already been used before."