The portal will feature a raft of content, including behind-the-scenes footage, SMS competitions integrated into the show, ringtones and wallpapers. The site is the first time AXN has developed a show-specific portal.
The portal — in partnership with leading telecommunications players in each market — will be available through subscription or cost-per-use revenue models.
"3G terminals are growing and developing, so this is the right time to come in," said Ricky Ow, SPE Networks Asia GM. "It forms a brand extension for AXN."
Targeting tech-savvy consumers in their 20s, the WAP portal precedes a wide-ranging promotional push for the show encompassing print, online, TV and public relations.
