HK through eyes of an Indian filmmaker on AXN

NEW DELHI: Action and adventure channel AXN from the Sony stable is trying out new marketing initiatives.

After a Bollywood film bonanza, AXN has partnered with the Hong Kong Tourism Board (HKTB) to jointly create an innovative programming that showcases the excitement, action and adventure that Hong Kong offers to travelers.

Most travel related television programming is produced in a typical documentary style and created by television producers. `Roll & Action! Discover Hong Kong’ is innovative in that it features the creative work of three up and coming movie directors from the three hottest movie making countries in Asia – India , Thailand and Korea.

Each director has been engaged to film and produce two short “filmlets” on Hong Kong - one of which features one of three new star attractions in Hong Kong – Disneyland Hong Kong, Hong Kong Wetland Park and Ngong Ping 360 and the other simply their view and/or experience of Hong Kong.

“Last year AXN worked with HKTB on a movie odyssey featuring Bollywood and now we have picked up three directors from three countries to showcase Hong Kong, which is trying to project itself as the Hollywood of the East,” said Gregory Ho, VP, advertising sales, Sony Pictures Entertainment Networks, Asia.

According to Ho, the “innovative approach” to promoting Hong Kong not only breaks through conventional norms but is also entertaining.

The three directors had been given a free-hand to express their creativity

From India, there is Imtiaz Ali (worked in films like `Socha Na Tha’) for whom this is his first directorial venture on television.

Says David Leung, regional director, South and South East Asia, HKTB, “Our choice of having Imtiaz Ali direct the vignettes was driven by the fact that he is known as a ‘point of view’ director due to his very individualistic style. After seeing his directorial debut ‘Socha Na Tha’, we were looking forward to working with him and were extremely pleased when he expressed interest in this project.”

Ali has produced two filmlets, one of which is focused on Hong Kong Wetland Park and the other is his very own unique perspective of his experience in Hong Kong.

The other two directors who reflect their common passion for cutting edge film making are Kwak Jae Yong from Korea (My Sassy Girl) and Nonzee Nimibutr from Thailand (Nang Nak, Jan Dara).

Imtiaz Ali’s inspirational views on Hong Kong together with those of Kwak Jae Yong and Nonzee Nimibutr will start airing from 25 September on AXN.

Meanwhile, Ho also told that AXN is well entrenched in the English entertainment TV market in India, which has seen “dramatic changes” over the last five years.

However, Ho felt that the Indian cable TV viewers is “spoilt for choice” as he gets too much for too little and probably doesn’t really appreciate all that he gets as broadcasters spend huge amount of money on quality programming.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories