MUMBAI: A series of invigorating promotional and marketing initiatives coupled with a localisation drive last year have paid action oriented channel AXN rich dividends.
In order provide a whole new dimension to interactive television programming, the channel had brought down Mike Whitney for the AXN Who Dares Wins - India Special . Figures reveal that the series roped in 9.25 million viewers for the episodes spread over six weeks. The first run of the show in the week of 17 November to 22 December in the 8 pm - 9 pm slot on Sundays notched up a rating share of 20.6 with 14.1 rating shares for the repeat telecasts on Mondays. In fact, the India Special even overtook the original series in its ratings, the channel claims.
Last year, AXN launched shows like Fear Factor, The Amazing Race, Guinness World Records: Primetime in the X-Zone band between 9 - 10 pm. The channel claims that this has put it among the top three international channels in India.
Speaking on the programming strategy adopted last year Assistant V-P Sales and Marketing, SET (I) Ltd Rohit Bhandari said,"The challenge that AXN faced was really to take an inherently international and increasingly successful brand and give it a more local feel, something which it has very effectively done last year. We initiated the process of striking a fine balance by managing a firmly entrenched international brand, yet infusing just the required amount of local flavour thereby not diluting its brand identity.
The branding is the same, the commitment to 100 per cent high-quality action-adventure programming is unwavering, but the execution in terms of on-the-ground events, programme content, scheduling and even advertising varies as the channel adapts to cater to the preferences of specific markets. Through our X-Zone shows and the AXN Who Dares Wins-India Special, we attempted 'appointment viewing' amongst audiences. We're putting efforts on all fronts - creating the best quality channel, striking on-air presentation, and engaging on-the-ground events which viewers get a kick out of. "
On the advertising front, AXN roped in several blue-chip sponsor partners - including Hero Honda, Samsung, Colgate-Palmolive, Perfetti and Bharti (Airtel) - for its local production and integrated their products into the show. The channel will announce plans for this year next month.
