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.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com