on the programme strategy, AXN Asia MD Todd Miller said that in
the competitive Indian television market AXN stood out on account
of its single minded focus on action and adventure."Our business
is all about the buzz and we work hard to live up to the expectations
as a channel that constantly provides an adrenaline rush. We launched
47 new shows last year and this year we will continue at that level,"
Miller also said that with the launch of 24 from 8 April,
every Tuesday at 10 pm, the Prime Zone will shift from 8 to 10 pm.
The change came about as a result of analysing television viewing
trends in the country, he said.
"For us the primetime peak occurs late in the evening. This could
be due to the fact that people work late and so take that much extra
time to reach home or due to familial obligations. On Prime Zone
you will see different series each night, which have both pedigree
and buzz," states Miller.
"Another shift is that all movies will air over the weekends.
The film every Sunday at 8 pm will be designated AXN Action Theatre.
While these changes are being made what does not change is our aim
of offering viewers a potent mixture of action, reality, escapism,
daring and irreverence which went put together gives an electrifying
buzz," he adds.
Asked about the delay in introducing 24 Miller said that
this year the channel had deliberately been quiet so far on account
of the cricket World Cup. Now the April-June period will see the
launch of 11 shows including the third season of Crime Scene
Investigation, the fourth season of Pacific Blue which
has been described as Baywatch on wheels in the Prime Zone.
CSI will air every Wednesday at 10 pm from 9 April. Pacific
Blue will air every Monday from 7 April. In addition Tia Carriere
returns as the Relic Hunter for the third time on Thursday's.
Later on in the year the channel will introduce The Shield
with Michael Chiklis, which has won a Golden Globe. Who Dares
Wins India Special will be back for another round. AXN will
also introduce a show from the NBC stable Boomtown.
Elaborating on the first hot attraction of the year 24 ,
Miller said,"The show deals with counter terrorism unit agent Jack
Bauer facing the longest day of his life. Not only is a senator
about to be assassinated but his daughter has been kidnapped and
there is a mole within the CTU. Since launching in the US 24
like many of our shows has won many awards including a Golden Globe
for Kiefer Sutherland, an Emmy for the writing. Every hourly episode
reflects an hour spent in real time and this makes the show very
realistic. In the US in fact it has attained cult like status."
The show cleverly uses the split screen technique to give viewers
a view of different things going on at the same time. A ticking
clock shown at regular intervals adds to the intensity of the situation.
The ad campaign has cleverly taken a few prominent figures of today's
political world namely George Bush and Osama Bin Laden. One ad picture
has Bin Laden saying, "I have nothing to do with this.OK."