Television

AXN looks at building familiarity of shows with viewers

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/08/02/Pix_2.JPG?itok=K4MSuE8Z

MUMBAI: Just days after announcing a multi-year television content deal with CBS Studios and AXN India, MSM English cluster head Saurabh Yagnik while speaking to indiantelevision.com says that building familiarity of exclusive shows with viewers has been a key challenge for AXN.

“Viewers of the genre, many times are unaware when premiere shows are being telecast on television and therefore there is a principal need to build the familiarity of those programmes for our viewers,” Yagnik informs.

To address the challenge, the channel has adopted a two point strategy. One, by investing in exclusive new shows starring well known Hollywood names; and two, by introducing a new permanent weekend slot called Not so Ordinary Weekends during which these new shows will be telecast.  “The slot is aimed primarily at younger audiences who want something different,” he adds.

AXN’s new weekend lineup includes fresh shows like Extant, starring Academy Award winner Halle Berry; Penny Dreadful, starring Josh Hartnett, Timothy Dalton along with bond girl Eva Green and science fiction show Falling Skies produced by Steven Speilberg. “The famous names associated with these US series are already known to Indian audiences which will be of help. The biggest consumption problem arises when viewers are not familiar with the content,” opines Yagnik.



While Extant will premiere on 8 August and will be aired every Friday at 10 pm, Penny Dreadful and Falling Skies will hit the television screens on 9 August with its telecast scheduled for every Saturday at 10 pm and 11 pm respectively. These shows have been produced by CBS Studios International. Apart from these, the channel will have access to existing series like Hawaii Five 0 and CSI: Crime Scene Investigation as well as new programmes the Studio will create during the term of the deal.

Sources say that such multi-year content deals are usually for a period of three to five years. For Yagnik, joining hands with CBS made sense since it could aid AXN with its deep library.

To promote these shows and the slot, the channel ran a 16 day digital campaign on Twitter and Facebook, where during contests, fans were invited to post selfies that were not mundane but extraordinary. “To add to the familiarity, we seek to reach out to the youngsters online through quality interaction,” Yagnik says. At the end of the contest, winners were declared online.

Promotions on-air include three creatives. While one informs viewers how the channel hopes to make their ordinary weekends extraordinary through the slot, the second and third one are promos of Extant and Penny Dreadful respectively. These three creatives are being telecast on all the channels of MSM network as well as on its digital platforms including YouTube. The channel will also air the ads on Radio One in Delhi and Mumbai. As part of the outdoor campaign, bus wraps are being used in Mumbai alone.

Talking about the best performing markets for AXN, Yagnik informs that Kolkata and Delhi are some of the metros that have been performing well for the channel as well as other tier II and tier III towns. “Kerala and Uttar Pradesh are doing quite well too”, he adds.

“Our market share in the category is 24 per cent to 25 per cent while our reach during a nine week average is 2.8 million every week,” he says.

Media planners meanwhile feel that it is too early to comment on the fate of such fresh new line up. “The new weekend slot adds some punch to the channel. Also the shows could do well because of the names associated with it which Indians are familiar with,” opines a media planner requesting anonymity.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/steve1.jpg?itok=Z86RBizl
MN+ celebrates Steven Soderbergh this month!

MUMBAI: 'Director's Cut', the flagship property of MN+, is preparing to treat its viewers with an exhilarating line-up of gold class Hollywood movies by the Oscar Award winning director 'Steven Soderbergh'. The ongoing property will air some of the finest works of Steven from 10 December, 2016,...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Dance%20Singapore%20Dance_0.jpg?itok=m5uCpty4
Sheriden, Sufri emerge winners of Dance Singapore contest

MUMBAI: The second season of Dance Singapore Dance on Zee TV APAC comes to an end with a spectacular grand finale. Sheriden Newman, 29, danced her way to victory after emerging as thewinner of Season 2. Sheriden, 29, a dance graduate from Queensland University of Technology outperformed over 200...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Discovery-800x800.jpg?itok=zedEwSn7
Discovery's 'Jawai: India's Leopard Hills' wins at Asian Television Academy

MUMBAI: Discovery India’s production Jawai: India’s Leopard Hills has won the Best Natural History / Wildlife Programme at the prestigious Asian Television Academy Awards 2016, held in Singapore. Produced by Robin Roy Films, Jawai: India’s Leopard Hills combines state-of-the-art technology and...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/NaomiCampbell-800x800.jpg?itok=R2oPtlGa
Fox Life brings supermodel Naomi Campbell in 'The Face' series

MUMBAI: Fox Life is all set to become the latest destination for high fashion as it launches a thrilling reality TV series The Face. The show is filled with passion and race to win which has never been seen with this intense and real before. The series began on 5 December and airs every Monday and...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Niharika_0.jpg?itok=aaA4Ozxj
Star Suvarna to air new show ‘Niharika’ from 12 Dec

MUMBAI: Star Suvarna is all set to air its new show Niharika. A new concept which is not just a “Atte-Sose” (Kannada) or a kitchen drama. Starting from 12 December, the show will be aired at 8pm time slot.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Pankaj-Raghav.jpg?itok=m17NTSIr
Cracking Chrome DM-Da Vinci code as legalities take over

MUMBAI:  When business partners --- erstwhile or otherwise--- part ways acrimoniously, dirty linen gets washed in public. Almost a year after parting ways, Da Vinci Learning (DVL) TV channel, through its Indian JV partner Quintillion Media Pvt. Ltd, has served a breach of contract notice to...

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Jungle-Book-800x800.jpg?itok=XwXvbkYw
Govt defends UA certificate to 'Jungle Book' (3D)

NEW DELHI: Even as it is still studying the recommendations of the Shyam Benegal Committee on film certification, the Government has justified the U/A certification to the English film “Jungle Book” (3D).

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Westworld-800x800.jpg?itok=m_N6g12p
Star World Premiere HD to air 'Westworld's' 90 minute finale

MUMBAI: Star World Premiere HD is all geared up to broadcast the season 1 of science-fiction drama Westworld. The season finale will be a super-sized 90 minute long episode titled The Bicameral Mind. Created by Jonathan Nolan and Lisa Joy, the season stars Anthony Hopkins, Ed Harris, James Marsden...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Christopher-Slaughter.jpg?itok=kAJSRrJT
Multichannel TV, digital video growing in Myanmar: CASBAA report

MUMBAI: Multichannel TV and digital video markets continue to grow exponentially in Myanmar. Around 12 months ago, the TV household penetration touched 5.8 million homes, or 55%.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories