The new shows will boost the time band and is expected to build loyal and appointment viewing, believes Saurabh Yagnik, Executive Vice-President and Business Head, English Entertainment Cluster, Sony Pictures Networks India
BestMediaInfo Bureau | Mumbai | October 14, 2016
In an attempt to build its weekend evening programming called âFirst from the USâ, AXN has announced the launch of four shows. Two are new properties coming to India for the first time, while other two are following seasons of the existing programmes.
MacGyver is the new show launching on Saturday and Sunday at the 11pm slot, while season 12 of Supernatural and season 5 of Elementary will grab the 10 pm slots on Saturday and Sunday.
A while ago, the channel had started building the weekend primetime brand from the international shows running parallel in the US. The new shows will boost the time band and is expected to build loyal and appointment viewing, believes Saurabh Yagnik, Executive Vice-President and Business Head, English Entertainment Cluster, Sony Pictures Networks India (SPN).
Yagnik explained the rationale behind preparing a special time band for the shows running parallel to the US, âWe have understood through years of research and study of consumer patterns that the English genre basically has two types of viewers -- the influencers and the adopters. The influencers are the ones who thrive on English content and are active on blogs, social media and other platforms, while the adopters are those who watch the English content as an additional entertainment option.â
He said that a lot of adopters are possibly converted to influencers. The weekly shows, especially the ones which are shown parallel to the US telecasts, are more for the influencers while the weekdays which have older shows running on daily basis are more for the adopters.
The channel is selling the âFresh from the USâ slot on premium, compared to the rest of the programming on the channel. Advertisers too are taking interest in the shows being telecast along with the US for its novelty factor.
Yagnik said, âLargely, the Indian audience are more inclined towards the daily running shows, but the awareness about the international shows and its weekly format is increasing, which is making the weekly format gradually popular in India.â
As for the communication, Yagnik told BestMediaInfo that the channel has always focused on creating character associations and show recall. âWe believe that if the audience associates well with the characters, then probably it will be more inclined towards the content.â
AXN has always been known for the action content. Yagnik said that this action, this rush is still there, âItâs shifted from physical rush to mind rush, to keep the audience on its toes.â
About the shows
Angus MacGyver, with problem-solving abilities and vast scientific knowledge, will appear in âMacGyverâ. He has a team of former CIA agent Jack Dalton, ex-field agent turned director of operations Patricia Thornton and Riley Davis, a computer hacker, who save lives. Join them on high-risk missions around the globe as they create an undercover system within the US government.
âLawyers control the case, Bull reads the juryâ for such sharp and witty dialogues, grab the âBullâ by its horns. Charming Dr Jason Bull is not just another psychologist but the ultimate puppet master. He combines psychology, human intuition and high-tech data to win in high-stake trials. Wait till you fall in love with this psychologist and his impeccable style.
Season 12 of Supernatural sees the Winchester brothers hunting the demons and saving people with their unusual powers. On Sunday, detective Sherlock Holmes and Joan Watson in âElementaryâ Season 5 will be seen solving mysterious cases like never before.