Dileep Kumar
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MUMBAI: Multi Screen Media’s English entertainment channel AXN is introducing a new two-hour weekend slot, ‘Not So Ordinary Weekend’, starting 8 August.
The channel will offer four new shows—‘Extant’, ‘Penny Dreadful’, ‘Teen Wolf 4’ and ‘Falling Skies’—in the new slot. On Fridays, the channel will air ‘Extant’ and ‘Teen Wolf’ at 10 pm and 11 pm respectively, while it will have ‘Penny Dreadful’ at 10 pm and ‘Falling Skies’ at 11 pm on Saturdays.
MSM head of English cluster Saurabh Yagnik said that the main challenge for an English channel is to build familiarity with viewers. “The biggest problem our genre has is lack of familiarity. This is happening on two levels—first what is the show about, and second when is it coming. So, to tackle the first, we are building a lot of synopsis; for the second, we are launching this weekend band.”
Yagnik explained that the idea came from insights provided by their research that viewers don’t want to do ordinary things on the weekends. “They want to try out new and different things. So here we are, with a promise to show not any ordinary show. These are latest shows, with compelling star cast,” he added.
AXN has launched heavy promotions on network channels and is giving extensive focus on social media to build engagement.
“The campaign is based on the idea of building familiarity. So, while on TV we will be having promotions on network channels, our larger focus is on social media. We know that static promotions will not work for building familiarity; they are better suited for films. We want to interact, which is possible only on social media,” Yagnik added.
The channel recently extended its deal with CBS Studios International, which gave it access to all content distributed by CBS, including the exclusive rights to air some of CBS’s biggest existing television series like ‘Hawaii Five-0’ and ‘CSI: Crime Scene Investigation’, as well as the rights to all new shows produced by CBS Television Studios. AXN India to launch ‘Not So Ordinary’ weekend band | TelevisionPost.com
The channel will offer four new shows—‘Extant’, ‘Penny Dreadful’, ‘Teen Wolf 4’ and ‘Falling Skies’—in the new slot. On Fridays, the channel will air ‘Extant’ and ‘Teen Wolf’ at 10 pm and 11 pm respectively, while it will have ‘Penny Dreadful’ at 10 pm and ‘Falling Skies’ at 11 pm on Saturdays.
MSM head of English cluster Saurabh Yagnik said that the main challenge for an English channel is to build familiarity with viewers. “The biggest problem our genre has is lack of familiarity. This is happening on two levels—first what is the show about, and second when is it coming. So, to tackle the first, we are building a lot of synopsis; for the second, we are launching this weekend band.”
Yagnik explained that the idea came from insights provided by their research that viewers don’t want to do ordinary things on the weekends. “They want to try out new and different things. So here we are, with a promise to show not any ordinary show. These are latest shows, with compelling star cast,” he added.
AXN has launched heavy promotions on network channels and is giving extensive focus on social media to build engagement.
“The campaign is based on the idea of building familiarity. So, while on TV we will be having promotions on network channels, our larger focus is on social media. We know that static promotions will not work for building familiarity; they are better suited for films. We want to interact, which is possible only on social media,” Yagnik added.
The channel recently extended its deal with CBS Studios International, which gave it access to all content distributed by CBS, including the exclusive rights to air some of CBS’s biggest existing television series like ‘Hawaii Five-0’ and ‘CSI: Crime Scene Investigation’, as well as the rights to all new shows produced by CBS Television Studios. AXN India to launch ‘Not So Ordinary’ weekend band | TelevisionPost.com
