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AXN
Mobile offers exclusive streaming video
on demand (SVOD) services and downloadable
personalisation products such as ringtones
and wallpapers from the channel's flagship
programmes that have garnered a huge loyal
following around the region.
In
Singapore and Malaysia, AXN has expanded
its partnership with affiliates like StarHub
to carry the mobile products on their platform
and with Astro to distribute AXN mobile
to major telcos. In the Philippines, AXN
has partnered with Smart Communications.
Direct deals with major telcom firms are
also in negotiation in Hong Kong and Taiwan,
which will be announced at a later date.
The
channel says that a clear differentiation
about AXN Mobile, is the exclusive made-for-mobile
contents offered to consumers, in an effort
to ensure the desirability and relevance
of AXN Mobile. Unlike other mobile TV services
that are mostly an extension of the TV contents
(like news updates or the linear channel
service), AXN offers a library of video
clips from its stable of signature shows
that are specially produced for streaming
via mobile.
AXN
Mobile will be available in various Asia
markets in early November, in conjunction
with the much-awaited premiere of AXN's
biggest original production - The Amazing
Race Asia. Special made-for-mobile contents
have been created that will allow viewers
of The Amazing Race Asia to supplement their
knowledge of the show - like host Allan
Wu's Host Video Diary, where he shares his
thoughts at the end of each race day; interviews
with eliminated teams on their reflection
of what may have caused their elimination
and their thoughts on which team they believe
will emerge victorious.
In
the final stages of the race, viewers can
also download clips of interviews with the
remaining teams after every episode to see
what would be each team's strategy going
into the next leg of the race. These videos
will serve to "whet the appetite"
of viewers as they wait in anticipation
for the next episode. Of course, there will
also be the ever-popular "unseen footages"
or "behind-the-scene" shots of
the funny moments, big arguments or even
too-hot-for-TV catfights…
Similar
offerings from other shows like Mondo
Magic Singapore and The Contender
are also in the pipeline, as well as a special
segment known as AXN Moments featuring great
moments of fun, courage, and laughter from
some of the best daredevil record-breaking
challenges from AXN original productions
and events.
SPE
Networks Asia GM Ricky Ow says, "AXN
has always been a leading trendsetter, being
the first action and adventure channel,
the first to bring the reality craze to
Asia, the first in Asia to take on such
a mega scale production like The Amazing
Race Asia. And now we will also be the first
to provide a true-blue entertainment WAP
portal that allows our viewers to have a
seamless, well-rounded, enriching entertainment
experience that complements their TV viewing.
"Mobile
technology is very much a part of our viewers'
lifestyle, our core audience being the working
executives and professionals. With the rapid
advancement and pick-up of mobile technology
in Asia, we feel that it is the right time
to venture into mobile TV, and I am confident
that our viewers will appreciate the unique
content offerings we have."
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