MUMBAI: One of AXN's initiatives for the year is the AXN Action Awards. This seeks to reward work done by Bollywood's action stars. The show which will be hosted by Dino Morea airs on 9 July at 8 pm.

With Bollywood always having action as a part of a formula that is served along with drama and romance, it is only recently that there are blockbuster pure adrenaline racing action movies, a la Hollywood, breaking away from the sugary romances and the family dramas.

Morea will go on the sets of each of the action stars to felicitate them with their new prized possession. The award categories include: Best Action Movie, Best Action Director, Best Action Sequence in a Movie, Best Action Actor and Best Action Actor in a Negative Role

As had been reported earlier by Indiantelevision.com, the channel received over 200,000 votes for different action categories in the first ever Indian Action Awards.

SPE Networks South Asia director of marketing and sales, Rohit Bhandari says, "Indian cinema produces some of the best action heroes in the world. So how could AXN resist helping our viewers to felicitate the brawniest stars of them all? Thums Up and AXN are both brands that symbolize adventure, endurance and extreme challenge. The AXN Action Awards will be a never before seen comprehensive look at the action heroes, the movies and the people behind them!"

The AXN Action Awards is presented by Thums Up with associate sponsorship by Mahindra Scorpio & Sony Ericsson K750i. The retail partner for the event is Inox, the multiplex chain.