AXN

Sony Pictures Entertainment’s 13-year old action channel AXN launches its high-definition channel, AXN HD, in two Southeast Asian markets in May this year. Channel bosses aren’t yet disclosing which platforms the channel will be carried on, but says the HD experience in Korea has been a huge encouragement in pushing forward in other markets.

AXN HD launched on DTH SkyLife in South Korea in March last year, and is also available on three IPTV platforms – Korea Telecom’s Qook TV, LG Dacom’s myLGtv and SK Broadband’s broad&tv.

The HD channel shares a schedule with the standard definition service.

AXN’s drivers are drama, reality and original productions.

The target audience is 18-39 years old and belongs to one of three key demographic groups – affluent professionals, digital entertainment “junkies”, and modern women. The channel is available to 85 million homes in 23 countries in Asia, including 40 million homes in China on a timeblock basis.

AXN schedules against English-language advertising-supported channels across the region.

Overall, drama series take the bulk of the schedule at more than 94.5 hours/56.3% a week, followed by movies (26 hours/15.5%) and reality series (21.5 hours/12.8%). Others are formats (18.5 hours/11%) and entertainment shows (7.5 hours/4.5%).

Most of the acquired content comes from the U.S. Prime time runs from 6pm to midnight, with the biggest shows (first-run exclusive CSI, House, Leverage and original productions) in the 9pm-11pm belt.

The channel claims number one spot among English-language general entertainment pay-TV channels in Singapore, Hong Kong and Malaysia. The season 10 premiere of CSI: Crime Scene Investigation in an 11pm slot on 24 February recorded twice the ratings of AXN’s closest competitor, the channel said. Universal programmed The Jay Leno Show against the CSI season 10 premier, while Star World aired The Late Show with David Letterman.

Another top-rater is dancing competition format So You Think You Can Dance.

The premiere on 25 January this year left competitors in Malaysia and Singapore trailing.

The show placed AXN in top spot among international channels in the 9pm-11pm slot in Singapore and Malaysia.

In Singapore, cable 4+ ratings were 71% higher than the show’s closest competitor. The opening episode also attracted more professional/business viewers than any other cable channel, including local-language channels such as VVDrama and Sun TV.

In Malaysia, the opening episode was the top-rated English-language programme for the timeslot among 4+ viewers, and was 122% higher than its nearest rival.

Other shows on the night included episode four of Hustle (season 3) on BBC Entertainment, Without A Trace (season 3) on Hallmark, reality show Fight School on Granada TV and Top Design (season 2) and Top Chef 4 on SET.

AXN’s East Asia April schedule includes the premiere of drama series NCIS: Los Angeles starring American rapper LL Cool J (S.W.A.T.) and Chris O’Donnell (Robin in Batman Forever) as undercover agents and caper series Leverage (season two) starring Timothy Hutton (Ordinary People), Gina Bellman (Coupling) and Kane (Into the West).

These follow the premieres in March of new series of House (season six) and Damages (season three).

AXN’s 2010 programming priorities also include the fourth season of original production The Amazing Race Asia. The call for entries closed on 22 March. Original production partners include activeTV (The Amazing Race Asia), InFocus Asia (Cyril: Simply Magic) and Pal Pictures (Sony Style).

The channel is available on Facebook and Twitter, and has organised live chats on Microsoft Windows Live with hosts Marc and Rovilson of The Duke, as well as The Amazing Race Asia host Allan Wu and the contestants.

ContentAsia #93 issue (29 March-11 April, 2010)