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July 12, 2001
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Money > Business Headlines > Report July 12, 2001 |
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AXN looking for some local actionBS ICE Bureau Following in the footsteps of foreign television channels such as Star Plus and CNBC, AXN India, the action channel from the Sony Entertainment Television stable, has decided to step up its Indian content in order to strengthen its presence in the Indian market. Disclosing this, Shantonu Aditya, senior vice-president, franchise channels and distribution, said AXN is looking for more India-specific programmes in the near future. "In two years time, we would like to have 10-15 per cent of programme content from India. This does not mean the focus will shift from action/adventure-oriented serials. The programmes have to gel with our channel profile," Aditya told Business Standard. He, however, hastened to caution that AXN will never turn itself into a Hindi language channel as some others have done. "We will continue to bring in the latest English serials and other programmes from Columbia Tristar," Aditya said. Presently, AXN does not have any local content programme on air. It has made attempts in this direction with sub-titles in some of its popular serials like 'Ripley's Believe It or Not'. "There could be a serial on that line. There are lots of unnatural things happening in India every moment, things bordering on disbelief. We may bring them to the audience. But whatever we do will be based on adventure, action, reality and sports," Aditya added. He, however, did not divulge the number of programmes to be procured in India. Meanwhile, in line with its attempts to bring the latest TV shows from abroad, AXN is premiering Crime Scene Investigation from July 12 on AXN Asia. CSI has been one of the most popular shows of the 2000-01 TV season in the US. The channel will also launch a host of other serials in July. SET sources say India continues to be the biggest money-spinner for AXN. Out of AXN Asia's total reach of 22 million households in the whole continent, it reaches 18 million households in the country itself. According to an independent survey, the channel is one of the three most favoured English channels in the country. Launched in November 1998, it has registered 80 per cent growth in the last 12 months. Powered by YOU MAY ALSO WANT TO READ:
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