Armed with an HD channel and over 400 hours of fresh content from USA, English entertainment channel AXN India is now eyeing a 30 per cent market share.
"We have stepped up our investment by 40 per cent to get fresh content of 400-500 hours from the US because there is huge demand for Hollywood content. Viewers want the latest and the best TV programmes which are popular internationally," Saurabh Yagnik, business head of AXN India, said.
The channel which claims to have a 20 per cent market share in the English general entertainment space is revamping its programming line-up and schedule besides coming up with an HD feed from April 6.
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"At present we are the number one channel and now we are expecting that our market share will grow to about 25-30 per cent," Yagnik said adding that the size of the english entertainment channels is increasing by 15-20 per cent each year.
As the channel, which competes with Star World, Zee Cafe, FX and Comedy Central, brings in the latest international content, the time gap between airing of TV programs in the US and in India is decreasing.
"It is now only a matter of few days for most of the shows. We want to reduce the gap to as narrow as possible. This helps us reduce piracy otherwise people will download it for free from the internet. Now people in India have the opportunity to watch iconic shows from the beginning," the channel official said.
For getting content, they have tied up with top international studios such as CBS, Sony Pictures, BBC, MGM, NBC Universal, Buena Vista International, Fremantle Media, Endemol, FOX, etc.
AXN's programming mix includes its signature shows like 'Guinness' and 'Ripley's', reality shows like 'Fear Factor', 'So You Think You Can Dance', 'Top Chef', 'Survivor', 'The Amazing Race' and crime shows like '24', 'Elementary', 'NCIS'.
