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AXN pursues daily strategy for dramas
Action orienetd broadcaster AXN will air the eighth and final season of the show, 24, from 23 August at 11 pm.

Taking a cue from rival Star World, the channel will air the show Monday -Thursday, as opposed to weekly. The channel has been following a daily strategy for its dramas for around three months.

The show, which marks the American television debut of Anil Kapoor, has Vodafone and Nokia as co-presenting sponsors of 24. The associate sponsors are Ibibo, Garnier Men, Cadbury Bournville and Nescafe.

Says AXN, Animax India senior VP Rohit Bhandari, "The aim is to build connect and appointment viewing. It will take six weeks for us to air 24. Earlier CSI was airing as a daily. For 24, we will air the previous episode from Tuesday - Friday at 10 pm. That way it is easier for a viewer who has missed the previous episode to catch up. We will also air a 24 marathon on Saturday, Sunday from 7 -9 pm."

In terms of marketing, the channel will be using hoardings and social media among other outlets. It will have fan pages on Facebook and Twitter.

AXN will focus on strengthening its reality offerings for the rest of the year. One of them will be a new season of Amazing Race Asia. There will also be a five episode special of Breaking The Magicians Code.

AXN is looking at a Top 20 reality show in December, Bhandari adds.

In October, the channel is considering a local production that will last for a couple of months.

"We hope to do more local shows next year," Bhandari says, while declining to offer details on the October local show.

Movies will continue to take centrestage on the weekend, Bhandari adds.

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