AXN lines-up special content to woo female audience
MUMBAI: English GEC AXN is making efforts to strengthen its presence among women. Taking further its brand promise of being home to iconic shows and characters, AXN is wooing female audiences with a special programming line-up in November.
For the first time, AXN will air movies with what it calls edgy and strong female leads like Jennifer Lawrence in ‘The Hunger Games: Mockingjay 2’, Scarlett Johansson in ‘Lucy’, Emily Blunt in ‘The Girl on the Train’ and Charlize Theron in ‘The Huntsman: Winter War’.
These movies air on AXN every Saturday at 11 am and every Sunday at 6 pm. At one point of time, movies on the weekend used to play a role in AXN ‘s strategy of shoring up viewership but subsequently, the broadcaster preferred to focus more on shows airing close to their US airdate.
Next up is Elizabeth McCord aka Tea Leoni – with the new season of ‘Madam Secretary’ (Season 4). Airing every Sunday at 10 pm, the show truly makes one believe that a woman with strength can have it all said the broadcaster.
Adding to the fun, the channel brings what it calls a host of drool-worthy men under the property ‘AXN Hunkathon’. The sophisticated Hollywood fixer – Ray Donovan leads the way followed by Matt LeBlanc in the motoring show ‘Top Gear’. Next, comes the high functioning sociopath ‘Sherlock’ and lastly the rebellious Ragnar Lothbrok in ‘Vikings’.
AXN also brings back Sam Winchester and Dean Winchester with the new season of Supernatural (Season 13) every Saturday at 10 pm. The popularity of these brothers is ever rising especially with the women viewers added the broadcaster.
Lastly, to add excitement, AXN offers the singing reality show, ‘The Voice’ season 13, every Saturday and Sunday, 8 pm onwards featuring the gorgeous and talented duo Miley Cyrus and Jennifer Hudson along with the dashing heartthrobs, Adam Levine and Blake Shelton.
Sony Pictures Networks India EVP and business head English cluster Tushar Shah said, “SPN’s English Cluster has a very strong content offering for all its viewers. This is reflected by the BARC numbers of this fiscal year where AXN has emerged as the top channel in the English GEC category with 27% market share. We also have the highest number of female viewership amongst all GEC channels with 29% market share. So, we have dedicated the month of November to the female audience. We are confident that our edgy and appealing content line-up will reinforce AXN’s leadership position with our TG.”