AXN set to turn R.E.D from Jan 24

The channel with its new tagline LIVE R.E.D wants to express reality, entertainment and drama through its shows.

On January 24, AXN gets a new tagline 'LIVE R.E.D' and its viewers will get to watch shows which are high on entertainment and drama. The 'R.E.D' stands for reality, entertainment and drama.

The new tagline has been conceptualised internally by AXN (Sony Pictures Network); advertising agency Leo Burnett has helped define the brand proposition, ‘mind rush’. The new tagline will be promoted through a campaign comprising Digital & BTL efforts.

The target audience for AXN is All Adults 15-30 NCCS A.

The channel already has reality shows such as The Voice, Top Gear, Top Chef, Fear Factor, Survivor, American Ninja Warrior, entertainment shows such as Minute to Win and dramas such as Sherlock, Hannibal, Ray Donovan, Elementary, Billions, Dexter, 24, Supernatural and Limitless.

So, what's with the new positioning?

"Though I don't see too much change in the programming strategy as it is working well for us -- we have acquired Billions, Zoo, new episodes of Elementary and The Voice -- it is about bringing it alive in a much more comprehensible manner," says Saurabh Yagnik, executive vice-president and business head, English Entertainment Cluster, Sony Pictures Networks India. "LIVE RED is about how do we occupy much better space and articulate the whole positioning, what the consumer should expect and what the channel and content is about." he adds.