English Entertainment
AXN celebrates 20-years of entertaining viewers with marketing innovations
MUMBAI: For 20 successful years, AXN has entertained its audience with the best in English entertainment. And to celebrate this feat, the channel is gearing up to engage viewers with multiple marketing innovations that will play out through the year.
To begin with, the channel has partnered with fashion & lifestyle brand The Label Life for its on-going shows on the ‘AXN Premiere Club’. This association aims to celebrate the strong, independent, working women of today by curating a special collection of power looks ahead of women’s day. ‘The Power Dressing Edit | AXN exclusive’ is inspired by the most talented, revered and versatile female protagonists on AXN.
Next up, the channel has teamed up with Anytime Fitness, a popular health and fitness club, to carry out a specially-designed warrior workout, along with a diet, that will challenge and help people get a warrior-like body just like the Vikings! The winner of the 30-day ‘AXN Warrior Workout’ will win exciting merchandise and vouchers for their warrior-like determination.
AXN has also got on-board specialty coffee brand, Coffee by Di Bella to curate a special menu that celebrates the channel turning 20. The exclusive menu will be available at all 20 outlets of the premium coffee brand across Mumbai and promises to sweep over the patrons with what’s in-store.
The celebration doesn’t end here! AXN has introduced an HD special line-up ‘AXN HD Masterstroke’ to end weekday boredom. The line-up will recharge and refresh the afternoon viewers by airing the most engaging, thrilling and invigorating shows like Hannibal, Sherlock, 24 and more, every Monday to Friday from 2 to 6PM.
There are many more surprises in store for the audiences this year so keep watching AXN!
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.
