SATELLITE & CABLE: AXN's local programming fuels growth

AXN Action TV, armed with new programming and events in Asia, is

looking for robust revenue growth.

The Sony-owned channel has so far seen a 110 per cent growth in revenue,

and a 160 per cent rise in distribution to 19 million households with

24-hour access, over the same period last year.

The Asian-made satellite channel has actively lifted its local

production, feature events and adventure games to lure viewers with

diverse preferences.

"Advertisers began to recognise our growth (in programming and business)

and we expect better growth (in revenue) next year," said Mr Ricky Ow,

AXN VP of adsales and marketing.

He pointed out that advertising bookings are 90 per cent on target for

prime time slots on key feeds, and the channel has signed global

advertising deals with Visa, Caltex, HSBC and Toyota.

High rating scores in local markets like Taiwan, India and the

Philippines have fuelled local advertising sales as well, said Mr

Ow.

The increase in distribution is important, but rating is the key drive

for new business as advertisers count the number of viewers at the end

of the day.

Positioning itself as an action and adventure channel, AXN has

diversified its programming with the offer of adventure sports and

games, action movies, drama series and animation.

The channel has made significant investments in local production with

the rolling out of 28 episodes Asian Charlie's Angels next year.

Targeting viewers aged between 25 and 44 years old, the channel is

planning on more local production in the region.

A month-long programming block, named Adventure Unlimited, will be

unveiled in December with the featuring of regional and international

adventure lifestyle events.

Kicking off the month with the hit adventure show Survivor, other new

programming line up also includes Mild Seven Outdoor Quest, The North

Face Expeditions, Seven Summits and World Extreme Games.

"With the solid programming line up on AXN during Adventure Unlimited

month, advertisers will benefit from the attractive promotional

opportunities and the excitement that is sure to be generated in the

market," said Mr Ow.

The animation and action movie festivals will be two major annual events

with the offering of integrated on air and on ground marketing

opportunities to clients.

AXN will launch a new trade advertising campaign to push for hyper

growth in business. Mr Ow added that a consumer campaign to reinforce

the channel's action and adventure positioning will roll out next

year.

Launched in June, the AXN website has drawn more than five million page

views so far.

The website aimed not just for information but also the offering of a

communications platform and linkage for the channel's programmes and

events.

The channel may lift its advertising rate next April, with Mr Ow saying

that the hike is a reflection of the channel's growth.