AXN Taiwan

Channel Profile: 
Owned by / Company: 

SPE Networks - Asia Pte Ltd

Summary: 

In Taiwan, the channel’s scheduling strategy is affected most by the highly popular local free-TV and news channels. AXN Taiwan key focus is on drama content for now, as well as focusing on two other genres; movies and reality-competition shows.

Profile: 

In Taiwan, the channel’s scheduling strategy is affected most by the highly popular local free-TV and news channels. AXN Taiwan key focus is on drama content for now, as well as focusing on two other genres; movies and reality-competition shows.

Schedule Analysis: 

Action channel AXN beat most local Taiwanese cable stations in the Monday 9pm-11pm slot in early April, topping cable 4+ ratings with the opening episodes of the ninth and latest season of CSI: Crime Scene Investigation. The season, with Laurence Fishburne, premiered on 6 April.

AXN came third behind local channels Formosa TV and Sanli, according to Nielsen ratings data, AXN said.

The network airs two new episodes back to back on Monday nights, repeated five times through the weekly schedule (Tuesdays 1am-3am and noon-2pm; and Sundays 10am-noon, 7pm-9pm and midnight-2am).

The regional channel is billing the CSI gains as bringing to an end the movies’ dominance of international content on Taiwanese stations.

The Taiwanese win follows a concerted effort to strengthen AXN Taiwan’s two-hour English drama series block on Monday (9pm-11pm).

In Taiwan, the channel’s scheduling strategy is affected most by the highly popular local free-TV and news channels. This was behind the push for more localised offerings including the first Asian adaptation The Amazing Race Asia and a back-to-back Mandarin and Cantonese versions of Hong Kong action film Kung Fu Hustle.

AXN Taiwan will continue paying extra attention to drama content for now, as well as focusing on two other genres; movies and reality-competition shows.

The channel schedules about 94 hours a week of drama, including 29.5 hours during prime time. Movies take up 30.5 hours (5.5 hours are prime time), and 17 hours goes to reality (13 hours are action/sports-related events). About 4.5 hours go to anime series (3 hours are prime time). Infomercial fills the rest of the weekly schedule.

Acquisitions budgets this year are flat, although spend on hit U.S. series will continue. First-run exclusive acquisitions follow U.S. chart toppers for drama and entertainment- reality programmes.

First-run prime time content is repeated twice; once the next day and again the following weekend. Daytime slots are mostly filled with past seasons.

Prime time is 6pm to 12 midnight from Mondays to Sundays.

Flagship shows for the month are CSI: NY season 5 and Criss Angel Mindfreak. 2009 highlights include CSI: Miami season 7, Breaking the Magician’s Code, Lost season 5 and Supernatural season 4.

ContentAsia Issue 73: May 11-24, 2009