AXN is the Undisputed Category Leader with 365 Days at No.1
With the financial year 2017 culminating, AXN has cemented its position as India’s No.1 English Entertainment channel for the entire year. The channel is right at the top in overall viewership with 25% market share for the fiscal year FY18 as supported by BARC data.
This winning feat is backed by a strong content strategy and marketing innovations. Catering to the evolving, discerning viewer, the channel introduced new properties - ‘AXN Premiere Club’ that offers hot new shows and seasons 7 days of the week e.g. The Handmaid’s Tale, Vikings etc. and ‘AXN Bestsellers’ that showcases all-time-favourite cult shows like Sex and the City, Hannibal and Breaking Bad to name a few.
AXN is also home to the most dashing hunks and mesmerizing women on TV like Benedict Cumberbatch, Liev Schreiber, Damian Lewis, Elizabeth Moss, Katheryn Winnick and Sarah Jessica Parker, who have made AXN the preferred choice by male and female viewers alike.
The channel also undertook engaging and disruptive marketing initiatives to bring the iconic shows and characters closer to the audience. The large scale, experiential activities include a ‘Sherlock Restaurant Crawl’, where audiences got a chance to be their favourite detective, ‘The Voice Karaoke Nights’ where people showcased their singing talent, ‘Vikings Workout’ for all the fitness enthusiasts and a hard-hitting, thought provoking campaign for ‘The Handmaid’s Tale’ amongst many more.
Source: BARC, Wk 14’2017 to Wk 13’2018, All India 1Mn+ AB 15-40
Tushar Shah, EVP and Business Head, English Cluster, Sony Pictures Networks India, “A legacy brand in its 20th year, AXN is a diversified English GEC that has evolved with the changing needs of the consumer. Our strategy of offering content that gives viewers a mind-rush and helps them re-charge, has paid-off. Besides content, the marketing innovations to engage our core audience have also helped us maintain our leadership position through the year. We have interesting plans for 2018 that will unfold over the next few months”
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