Television

AXN Wins TAM Race to the Top

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MUMBAI: AXN, the pioneer of action and adventure, has broken barriers again to occupy the position of the top English entertainment channel across all of India, as reported by the recent rating findings of TAM's Peoplemeter System. Programmes on AXN, occupy 9 out of 10 positions in the TAM top ten rated English entertainment shows in India.

Says Sunder Aaron, Country Head, AXN India, "It shows that in the widest television universe that is reported, AXN is the strongest English brand on television India-wide. While advertisers may be buying air-time on English channels based on their primary Sec A & B target audience, on AXN they will also be getting the best possible reach that an English channel in India can offer. "

Many of AXN's reality based programs scored well according to the TAM Study. Ultimate Guinness World, which has a long association with India, obviously has not gotten old & Ripley's Believe It Or Not- both are shows whose appeal cuts across all audiences. AXN's Fight Nights - a new band started this year boasts of The Ultimate Fighter, a serious martial arts reality show that has a cult following internationally and now as per TAM's data, has a loyal fan base in India as well.

While the reality action shows tend to drive reach, the strength of the channel lies in Top rated international series. Handpicked shows like Las Vegas, which premiered last year; a drama based on the action packed lives of the people behind a casino wins the silver as per TAM's ratings.

AXN's award winning drama series - House - an irreverent series based on a genius doctor and Numb3rs - an investigative series that uses innovative methods to solve crimes, are both amongst the top 15. This indicates a change of viewing habits from sitcoms to fast paced AXN entertainment, shows that AXN's action genre is expanding exponentially.

Adds Sumona Roy, Marketing Manager, AXN India, "AXN's programming mix is painstakingly chosen keeping in mind the Indian viewer's need for television that is different and path breaking. We've always known that more people are spending time watching AXN - the latest TAM ratings bear evidence of our efforts bearing fruit!"

AXN India Backgrounder

AXN is the first 24-hour cable and satellite TV channel in Asia exclusively dedicated to action and adventure programming. Launched on 21 September 1997, AXN now reaches over 77 million households across Asia. Featuring the best in action and adventure lifestyle programming, AXN is the exclusive home of fast-paced, dynamic entertainment from around the world. Backed by the powerhouse of Sony Pictures Entertainment, AXN delivers young adult viewers, Sec15-44 AB, a round-the-clock fix of blockbuster features, blue-chip action and reality series and specials, first-run alternative sporting events and the latest in cult CGI animation. AXN's programming speaks the international language of action and adventure, delivering B! G Buzz, B! G Thrills, B!G Action and B!G Adventure 24 hours a day, 7 days a week.

For further information please contact:

Deepa Vaidyanathan/ Kehkashan Merchant

LinOpinion

# 9820453418/ 9821131138

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