(Last Updated on : 23/02/2011)
AXN is the only round-the clock action movie channel available in the world. Along with movies it also airs series of adventure sporting events like bungee jumping, go karting and other extreme endurance games. AXN as a brand signifies attributes like daring and adventurous. AXN Asia was launched in September 1997. The channel is owned by Sony Pictures Entertainment, the parent company of Columbia Tri Star-the company that produced action movies like Godzilla, The Mask of Zorro and Men in Black. Interestingly, Sony Pictures owns, or has investments in, more than 30 international channel ventures around the globe.
The channel claims that it is available in more than 22 million households throughout Asia including India, Taiwan, Singapore, Thailand, Hong Kong, Philippines, Malaysia, Brunei, China, Pakistan, Bangladesh, South Korea, Nepal, Indonesia, Papua New Guinea and Sri Lanka. Separate AXN channels in Japan and Latin America have also been launched.
AXN was launched in 1998 as a pay channel in India. The channel is distributed from a new satellite, Apstar 2R and is unlinked from AXN`s production facility in Singapore. With its initial focus on distribution, AXN attained sizeable market penetration. AXN reaches around 12 million out of 28 million cable TV-connected Indian homes. The channel is available in around 1,000 Indian cities and towns. With only 8 minutes of ad time in an hour; AXN has been preferred as one of the fastest channels among all the channels of the world. AXN, in recent times, has introduced a number of new programs. Early this year, the channel also started airing action series like Beast Master, Pacific Blue, Total Recall, Highlander, VIP, Silk Stalking and action sports programmes.
The program mix is designed in such a way that it appeals to a predominant male audience aged between 14 and 44 years. While young adults in the age band 15-24 are attracted to action animation, action sports and adventure programs, the adults of 25-44 prefer action series and action movies. In January 2007, AXN was given a two month ban from the Indian government for airing the programme `World`s Sexiest Commercials`, with the reasons of the show being "against good taste or decency" and "likely to affect public morality". This ban was lifted off on February 28, 2007 after AXN submitted an apology.
The most popular series on AXN- Who dares wins, is the most successful among Indians. The channel had launched its interactive television programming, Who Dares Wins in India. The Indian version of Who Dares Wins has gone ahead of the original series. For a country where languages are far too many in number, AXN has been able to break the verbal communication barrier with its cocktail of action and adventure. The channel, which has been around for four years, has increased its reach to 24 million Indian homes from 22 million a year ago.
For AXN, India has been a happening market. Not only in terms of advertising income but also as far as pay revenue is concerned, being part of Sony-Discovery`s One Alliance. As of latest AXN has launched two more shows on Men which are named as Men 2.0 that is mainly oriented towards the style lovers who shall capture the strength of imagination on today`s urban and stylish men. It is hosted by two sensational anchors- Keith and Shibani Dandekar who focuses on hi- life with 13 themes. According to the presenters of this show and the senior Vice President this show will be able to attract a large variety of audience. While this shall make the channel most popular this will also add to the economy of the channel by attracting some new sponsors like Garnier Men, Woodlands and Nescafe. With some special shows on technological gadgets this channel hopes to attract more relevant sponsors with integrated products.
Thus AXN very recently changed its motivation towards men who has been included as the latest attraction of the channel. Along with some award functions this channel is expanding its focus day by day.