AXN undergoes revamp with new look

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New Delhi, Jan 22 (IANS) AXN channel, which has been offering Indian viewers edge of the seat English entertainment for the last 17 years, is set to undergo a revamp starting Sunday with an aim to cater to changing audience tastes by offering “intelligent” action.

Saurabh Yagnik, executive vice president and business head, English Entertainment Cluster, Sony Pictures Networks India, said in a statement: “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.”

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Thus, action will be aimed at evoking a mind-rush as against an action-backed adrenaline rush.

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.’

This will be supported by a new logo and the packaging will accentuate the colour red.

The new brand expression will even bring alive the channel’s content offering, which will hinge on the elements of reality, entertainment, drama.

The revamp will come into effect from Sunday, during the premiere of “Billions Season 1”, which stars Damian Lewis.

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