AXN launched a new brand positioning with a look and feel that will enhance the viewing experience. Catering to the changing audience tastes, the all new AXN will offer more ‘intelligent’ action which evokes a mind-rush as against an action-backed adrenaline rush. The channel offers content which will spur intrigue and engage audiences with action which is more psychologically intriguing.
All elements of the channel’s communication including channel packaging, content offering, shows and characters, and consumer benefit will affirm AXN’s brand commitment to LIVE R.E.D. The new logo and the packaging will accentuate the colour red, the ethos of which runs in the geometricity of a pyramid – the brand mnemonic. The new brand expression will bring alive the channel’s diverse content offering – Reality, Entertainment, Drama, and the consumer gratification of Rush, Excitement, Dream through its characters and shows.
The change will come into effect from January 24, 2016 during the premiere of the most-awaited drama series of 2016, Billions Season 1, coming ‘Fresh from the U.S.’ at 11 pm, every Sunday. The show premiere in the U.S. broke all records, becoming the Showtime’s most-watched original series debut ever.
Billions S1, starring Emmy and Golden Globes winners Damian Lewis (Homeland fame) and Paul Giamatti (Cinderella Man fame), televises the explosive face-off battle between two powerful New York figures where the stakes are in billions.
Comments:
Saurabh Yagnik, Executive Vice-President and Business Head, English Entertainment Cluster, Sony Pictures Networks India
“AXN has continuously evolved to meet viewer requirements of their changing content preferences. It’s time the brand goes to the next level with a more contemporary positioning and a fresh, new look, to appeal to the discerning audience segments who seek intelligent action. More than just an adrenaline rush, they seek a mind rush while watching their favourite shows and characters. To cater to this mind-set, we have recalibrated our positioning, brought alive through LIVE R.E.D. for the entire brand universe in a seamless manner.”
“LIVE R.E.D. will strongly associate with our channel colour; also underpin the diversity of our content amplified as Reality. Entertainment. Drama; helps define our characters (example Dexter as Restless, Sherlock as Eccentric, and Hannibal as Dangerous); and offers the consumers the gratification of Rush. Excitement. Dream.). LIVE R.E.D. offers end-to-end synergy to the brand and the colour RED integrated into the new packaging sharply defines our personality, our content, our characters, and viewer gratification.”
“In addition, Billions is the perfect show to introduce the new AXN. With an extremely powerful star-cast, an overwhelming drama plot, and a record-breaking performance in the U.S., the show has all the ingredients of LIVE R.E.D. We look forward to a very exciting year on AXN with a contemporary new brand positioning and providing a truly LIVE R.E.D. experience.”
