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.
UK: The aerial is losing its grip. As broadband becomes the default way Britons watch television, the UK is edging towards a decisive, and divisive, question: should Freeview be switched off by 2034? The issue, highlighted in reporting by The Guardian, has exposed deep fault lines over access, affordability and the future of public service broadcasting.
For nearly 25 years, Freeview has delivered free-to-air television from the BBC, ITV, Channel 4 and Channel 5 to almost every corner of the country. Even now, it remains the UK’s largest TV platform, used in more than 16m homes and on around 10m main household sets. Yet the same broadcasters that built it are now pressing for its closure within eight years.
Their case rests on a structural shift in viewing. Smart TVs, superfast broadband and the Netflix-led streaming boom have pulled audiences online. Advertising economics have followed. By 2034, the number of homes using Freeview as their main TV set is forecast to fall from a peak of almost 12m in 2012 to fewer than 2m, making digital terrestrial television, or DTT, increasingly costly to sustain.
But critics say the rush to switch off risks abandoning those least able, or least willing, to move online.
“I don’t want to be choosing apps and making new accounts,” says Lynette, 80, from Kent. “It is time-consuming and irritating trying to work out where I want to be, to remember the sequence of clicks, with hieroglyphics instead of words. If I make a mistake I have to start again.”
Lynette is among nearly 100,000 people who have signed a “save Freeview” petition launched by campaign group Silver Voices. She fears the government is about to “take [Freeview] away from me and others who either don’t like, can’t afford, or can’t use online versions”.
Official figures underline the fault lines. A report commissioned by the Department for Culture, Media and Sport estimates that by 2035, 1.8m homes will still depend on Freeview. Ofcom’s analysis shows those households are more likely to be disabled, older, living alone, female, and based in the north of England, Wales, Scotland and Northern Ireland.
Freeview is owned by the public service broadcasters through Everyone TV, which also operates Freesat and the newer streaming platform Freely. After two years of review, DCMS is expected to set out its position soon, drawing on three options proposed by Ofcom: a costly upgrade of Freeview’s ageing technology; maintaining a bare-bones service with only core PSB channels; or a full switch-off during the 2030s.
The broadcasters have rallied behind the third option. They argue that 2034 is the logical cut-off, when transmission contracts with network operator Arqiva expire. By then, they say, the cost of broadcasting to a dwindling audience will far outweigh the returns from TV advertising.
Ofcom agrees a crunch point is approaching. In July, the regulator warned of a “tipping point” within the next few years, after which it will no longer be commercially viable for broadcasters to carry the costs of DTT.
Others see risks beyond economics. Questions remain over whether internet TV can reliably deliver emergency broadcasts, such as the daily Covid updates, in the way that universally available DTT can. The UK radio industry has also warned that an internet-only future for TV could push up distribution costs and force some radio stations off air if PSBs no longer share Arqiva’s mast network.
“It is a political hot potato,” says Dennis Reed, founder of Silver Voices, who says he has “dissociated” his organisation from the government’s stakeholder forum, which he believes is “heavily biased” towards streaming.
The Future TV Taskforce, representing the PSBs, counters that moving online could “close the digital divide once and for all”. “We want to be able to plan to ensure that no one is left behind,” a spokesperson says, adding that rising DTT costs could otherwise mean cuts to programme budgets.
The numbers show the scale of the challenge. Of the 1.8m Freeview-dependent homes projected for 2035, around 1.1m are expected to have broadband but not use it for TV. The remaining 700,000 are forecast to lack a broadband connection altogether.
Veterans of the analogue switch-off, completed in 2012 after 76 years, recall similar fears of “TV blackout chaos”. Around 6 per cent of households were labelled “digital refuseniks”, yet a targeted help scheme and a national campaign, fronted by a robot called Digit Al voiced by Matt Lucas, delivered a largely smooth transition.
This time, the BBC is less keen to foot the bill. Tim Davie, the outgoing director general, has said the corporation should not fund a comparable support programme for a Freeview switch-off.
Research for Sky by Oliver & Ohlbaum suggests that with early awareness campaigns and digital inclusion measures, only about 330,000 households would ultimately need hands-on help ahead of a 2034 shutdown.
Meanwhile, viewing habits continue to fragment. Audience body Barb says 7 per cent of UK households no longer own a TV set, choosing to watch on other devices. In December, YouTube overtook the BBC’s combined channels in total UK viewing across TVs, smartphones and tablets, albeit measured at a minimum of three minutes.
That shift may accelerate. YouTube has recently blocked Barb and its partner Kantar from accessing viewing session data, limiting transparency just as online platforms consolidate power.
“When the government chose British Satellite Broadcasting as the ‘winner’ in satellite TV it was Rupert Murdoch’s Sky instead that came out on top,” says a senior TV executive quoted by The Guardian. “There already is such an outsider ready to be the winner in the transition to internet TV; it is YouTube.”
Freeview’s future now hangs on a familiar British dilemma: modernise fast and risk exclusion, or protect universality and pay the price. Either way, the aerial’s days as king of the living room look numbered.
