English Entertainment
AXN takes aim at India
AXN, the action channel from Sony Entertainment Television, is deep focusing on India in a big way. As part of that effort, “action babe” Gena Lee Nolin, former Baywatch actress and now focal character in Sheena – Queen of the Jungle, was in Mumbai to promote the action adventure drama.
Nolin’s trip to Asia is a part of promotional push in a month of action for AXN viewers. This month the channel launched two new “action babes” series VIP and Sheena. In Sheena, Nolin play the roles of the protector of Jungle, while in VIP a comedy action series featuring Pamela Anderson.
AXN, which has completed three years on air in India and claims an audience of 18 million viewers, is aggressively pushing to increase these numbers by introducing more new shows in the coming months. One such is Crime Scene Investigation which has already gained popularity in the US.
AXN has also acquired the rights to premiere Ang Lee’s Oscar winning movie Crouching Tiger Hidden Dragon. We have acquired the rights for four airings of the movie; the first airing will be premiered on television on AXN at the end the year, Gregory Ho, VP (marketing) AXN Asia, said. “This will be the movie’s first premier on television across the region,” said Ho, adding that this move was an indication of how committed the channel was to India.
The idea of bringing in glamorous faces like Nolin’s into India was all part of this promotional effort, Ho said. Nolin was there to field questions at press briefing in south Mumbai’s Taj Hotel on 25 June. The first-run syndicated Sheena series is developed and executive produced by Douglas Schwartz (Baywatch) and Steven L. Sears (Xena: Warrior Princess). The series is a production of Columbia TriStar Television and is distributed internationally by Columbia TriStar International Television, a Sony Pictures Entertainment Company.
English Entertainment
ZEE5 UK partners Narrative Entertainment to add UK channels
Six FAST channels added as platform sharpens hybrid play in Britain
LONDON: ZEE5 UK struck a first-of-its-kind deal with Narrative Entertainment, bringing mainstream UK television channels onto an Indian streaming platform as it pushes to deepen its footprint in a crowded, mature market.
The partnership adds six of Narrative’s FAST channels to the service, including Great! Movies, Great! Romance, Great! Mystery and kids brands POP, Tiny Pop and POP UP, widening ZEE5 UK’s appeal across genres and age groups.
The move reflects a clear shift in strategy. ZEE5 UK is betting on a hybrid model that blends on-demand content with curated, always-on channels to drive discovery and increase time spent on the platform.
“This partnership represents a meaningful evolution in how we serve audiences in mature markets like the UK, where viewers are defined by habits, convenience and choice rather than geography or language alone,” said Parul Goel, territory head, Europe, Zee Entertainment. “By bringing trusted mainstream UK channels together with our premium originals, movies and kids’ content, we are building a more consumer-centric platform that simplifies viewing while increasing depth and relevance.”
Fateha Begum, commercial director, Narrative Entertainment, said the tie-up would fuel growth for both sides. “Our portfolio of quality programming, with such wide and enduring appeal, is a perfect complement to ZEE5 UK. This is a strong partnership that will support growth for both parties, and we share Zee Entertainment’s vision of an increasingly partnership-led future for the industry.”
ZEE5’s global library spans over 4,000 films and more than 500 originals, with over 130 new titles added annually. The addition of Narrative’s channels strengthens its kids offering and introduces genre-led linear experiences alongside its on-demand catalogue.
The deal also gives Narrative access to ZEE5 UK’s fast-growing user base, extending reach without diluting brand identity, while reinforcing ZEE5 UK’s network of more than 40 live channels.
As streaming wars intensify, ZEE5 UK is widening its playbook, blending content, convenience and partnerships in a bid to win screen time in one of the world’s toughest markets.
