AXN says subscription revenues will zoom, ad income to grow slow

Sibabrata Das

Mumbai, Dec 9: AXN’S subscription revenues in India will increase 80 per cent to reach around Rs 20 crore in the current financial year while advertising earnings will see slow growth to finish between $4 million-4.5 million.

“Being positioned as an action channel, AXN’s reach has more width than the rival English-language channels. Pay revenues should see a 80 per cent spurt to finish at Rs 20 crore this year,” said Mr Shantonu Aditya, senior vice president, franchise channels and distribution, Sony Entertainment Television, India.

Though AXN did not make any official confirmation on its ad revenues, sources said it would go up from $3.6 million last year to $4-4.5 million this fiscal.

AXN will introduce three reality TV shows early next year, even as Survivor and The Amazing Race complete their course on the channel in January.

Fear Factor, which has high ratings in the NBC network in the US, will be launched in February. AXN has acquired the license to the show from Eudemol, an European company. Hosted by Joe Rogan, the show in NBC pits real people against each other, extreme challenges and themselves in the hope of taking home a cash prize of up to $50,000 at the end of each one-hour episode. Six contestants (three women and three men) must decide if they have the guts and determination to face their most primal fears.

Scariest Places in the World will also be aired in February. “We are launching broad-based reality shows which can be watched by the entire family. Survivor and The Amazing Race had a more adult,
upscale viewership,” said AXN managing director Todd Miller.

Another big show to be launched in March is The Agency. Wolfgang Petersen makes his foray into television, after being involved in feature-films like Air Force One. Detailing the inner workings and secrets of the CIA, The Agency is produced and distributed by CBS network.

“It is a topical and relevant show, particularly after the September 11 incident. It was made in May this year, before the tragic event occurred. CBS did not air the first episode as it was sensitive and dealt with Bin Laden’s attempt to blow up Herrod’s department
store and how CIA aborted it. The fourth episode was also not screened as it was about anthrax,” said Mr Miller.