SATELLITE & CABLE: AXN's local programming fuels growth

<p>AXN Action TV, armed with new programming and events in Asia, is </p><p>looking for robust revenue growth. </p><p><BR><BR> </p><p>The Sony-owned channel has so far seen a 110 per cent growth in revenue, </p><p>and a 160 per cent rise in distribution to 19 million households with </p><p>24-hour access, over the same period last year. </p><p><BR><BR> </p><p>The Asian-made satellite channel has actively lifted its local </p><p>production, feature events and adventure games to lure viewers with </p><p>diverse preferences. </p><p><BR><BR> </p><p>"Advertisers began to recognise our growth (in programming and business) </p><p>and we expect better growth (in revenue) next year," said Mr Ricky Ow, </p><p>AXN VP of adsales and marketing. </p><p><BR><BR> </p><p>He pointed out that advertising bookings are 90 per cent on target for </p><p>prime time slots on key feeds, and the channel has signed global </p><p>advertising deals with Visa, Caltex, HSBC and Toyota. </p><p><BR><BR> </p><p>High rating scores in local markets like Taiwan, India and the </p><p>Philippines have fuelled local advertising sales as well, said Mr </p><p>Ow. </p><p><BR><BR> </p><p>The increase in distribution is important, but rating is the key drive </p><p>for new business as advertisers count the number of viewers at the end </p><p>of the day. </p><p><BR><BR> </p><p>Positioning itself as an action and adventure channel, AXN has </p><p>diversified its programming with the offer of adventure sports and </p><p>games, action movies, drama series and animation. </p><p><BR><BR> </p><p>The channel has made significant investments in local production with </p><p>the rolling out of 28 episodes Asian Charlie's Angels next year. </p><p><BR><BR> </p><p>Targeting viewers aged between 25 and 44 years old, the channel is </p><p>planning on more local production in the region. </p><p><BR><BR> </p><p>A month-long programming block, named Adventure Unlimited, will be </p><p>unveiled in December with the featuring of regional and international </p><p>adventure lifestyle events. </p><p><BR><BR> </p><p>Kicking off the month with the hit adventure show Survivor, other new </p><p>programming line up also includes Mild Seven Outdoor Quest, The North </p><p>Face Expeditions, Seven Summits and World Extreme Games. </p><p><BR><BR> </p><p>"With the solid programming line up on AXN during Adventure Unlimited </p><p>month, advertisers will benefit from the attractive promotional </p><p>opportunities and the excitement that is sure to be generated in the </p><p>market," said Mr Ow. </p><p><BR><BR> </p><p>The animation and action movie festivals will be two major annual events </p><p>with the offering of integrated on air and on ground marketing </p><p>opportunities to clients. </p><p><BR><BR> </p><p>AXN will launch a new trade advertising campaign to push for hyper </p><p>growth in business. Mr Ow added that a consumer campaign to reinforce </p><p>the channel's action and adventure positioning will roll out next </p><p>year. </p><p><BR><BR> </p><p>Launched in June, the AXN website has drawn more than five million page </p><p>views so far. </p><p><BR><BR> </p><p>The website aimed not just for information but also the offering of a </p><p>communications platform and linkage for the channel's programmes and </p><p>events. </p><p><BR><BR> </p><p>The channel may lift its advertising rate next April, with Mr Ow saying </p><p>that the hike is a reflection of the channel's growth. </p><p><BR><BR> </p>