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Purvita Chatterjee

`We are looking for growth from the smaller cities'

Mumbai , July 19

Adapting programmes for Indian audiences, the action channel AXN expects to increase its percentage of Indian programming content from the present 10 per cent to 25 per cent in future.

With plans of taking the channel to smaller towns and cities, the eight-year-old channel is looking at localising content to make it more appealing to the masses.

Speaking to Business Line, Mr Sunder Aaron, Country Manager, AXN, said: "Today we are looking for growth from the smaller cities since we are a general channel with a mass appeal."

Having reduced its movies to 25 per cent of its programming content, there has been an added focus on its serials and special feature programmes of late with Indian content gaining visibility.

Indian Audiences

Adapting its programmes such as Amazing Race Asia and the Man's World show for Indian audiences, AXN now intends having more shows, which are going to be relevant for Indian audiences.

For instance, it has decided to focus on action sports and has recently launched a new show, `Fight Night', featuring martial arts and boxing.

Having introduced such shows, the channel would now be scouting for Indian celebrities in this arena to localise its programming.

Adds Mr Aaron: "We are in the process of finding Indian boxers and martial arts fighters for the newly launched show, which is going to be the next step in our programming. The purpose is to develop new shows and then see how we can successfully find ways to localise these programmes and take up the Indian content to 25 per cent."

New Channels

Besides, the channel is planning to introduce new genres of channels through the DTH platform, which are niche and premium in their offerings. "We will see how DTH proliferates and then we can address some of our more premium and niche channels," says Mr Aaron.

Tapping into new genres there are channels such as the Game Show Network, which focuses on the genre of gaming, which could possibly be introduced through the DTH platform in the country.

Alternative revenue streams are also being explored by AXN, which would include creating interactive revenue streams and even introducing merchandise based on its shows.

"As and when certain shows get popular we will be looking at merchandising and this would include products such as T-shirts and apparel," says Mr Aaron.

The channel is also considering a new interactive brand and create revenues from this stream in the future.

"We do have an interactive brand through the Sony Channel but we are evaluating whether to continue with this brand. There are some new opportunities that we are exploring," added Mr Aaron.

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AXN to increase local content for mass appeal

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