English Entertainment
AXN aims to boost ratings by giving the CIA an image makeover
AXN’s strategy is clear-cut. Build up the action brand through the introduction of innovative programming that caters to both the serious viewer as well as the one who is looking for an escape through adventure. To this end, the channel announced the launch of The Agency. The show on the US Central Intelligence Agency (CIA)’s working commences on 2 April at 8 pm and will repeat Wednesdays at 1 pm and 10 pm.
AXN senior marketing manager Rohit Bhandari expressed satisfaction at the way new programmes like Fear Factor and Scariest Places In The World have been faring on the channel since their launch earlier in the year.
On the flip side, Bhandari said that animation series on the channel have not struck a chord with Indian audiences, chiefly because the shows target the 15-21 year age group. In India however animation is perceived to be meant for those in the five to 10 age bracket.
He also said that one of the channel’s major properties of the year was World Stunt Awards. The event is scheduled to take place on 19 May in the US and is being developed by the channel in conjunction with US network ABC.
Bhandari said the channel would continue building the brand through alliances with action-oriented movies released in theatres. AXN promotes films not only from the Sony stables but also other film companies like Twentieth Century Fox, Bhandari said. The two parties promoted the war film Behind Enemy Lines and will team up again for Ali with Oscar-nominated Will Smith in the title role.
The channel is planning to have a multi discipline adventure race towards the end of the year. Targeted at corporate executives who work long hours the event will see disciplines like rock climbing and swimming taking place over the weekend.
Speaking about The Agency, Bhandari said the idea is to change the perception people have about the CIA. That the stories bear more than a passing resemblance to real life goings on can be gauged by the fact that the pilot episode about Osama Bin Laden’s Al Qaeda network planning to bomb the famous department store Harrods in London was dropped after the events of 11 September. Interestingly, the pilot was made in May lending credence to the belief that the CIA was well aware of the threat the terrorist outfit posed to America and anyone who allied itself to the country.
“Drama series like The Agency are peerless and are what water cooler conversations are all about,” Bhandari said.
Apart from The Agency another new show which will commence is called Queen of Swords from 4 April at 8 pm. The title character Tessa Alvorado could be considered a female Zorro. Like her male counterpart she is an expert in the art of sword fighting. The second season of Crime Scene Investigation (CSI) starts on 1 April at 8 pm.
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.
