SATELLITE & CABLE: Survivor 2 builds AXN's adventure credentials

AXN Asia is diversifying its programme dimension as part of an effort to strengthen its positioning as a variety action and adventure family channel. The channel has won the broadcast deal to air Survivor 2: The Australian Outback in Asia during prime time. Shot in the rugged Queensland outback in Australia over a period of 42 days, the first episode of Survivor 2 was beamed live to 14 Asian countries. The Survivor series was created by Eco-Challenge founder Mark Burnett, featuring reality TV in remote locations. AXN is also the offical regional broadcaster for Eco-Challenge, an adventure race held in a different remote region annualy. The channel has set up an online voting poll on the AXN website to track on viewers' response across Asia, while promoting the show. "We hope to get an insight and comparison on the psyche of viewers from different Asia countries and cultural backgrounds," said AXN advertising and markeing VP Ricky Ow. Meanwhile, AXN has found that Asian audience prefer Japanese action animation in its original sound and language. In response to viewers' preference, the channel is now airing Japanese animation in its original language, but with localised subtitling. "Over the past year, we've received numerous requests from our fans to broadcast anime in Japanese," said Mr Ow. In another move to diversify its marketing and promotional activities, AXN has signed up to sponsor mountaineer and adventurer Khoo Swee Chiow's North Pole expedition attempt. As the official and website sponsor of Mr Khoo's North Pole expedition, AXN will create a special micro site dedicated to the challenge.

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