AXN, One Lead Sony’s Channel Growth In Southeast Asia
SINGAPORE -- Sony Pictures Television (SPT) Networks, Asia continues to dominate the pay TV landscape in key Asian markets with AXN and ONE leading the pack in their respective genres.
Trendsetter and Korean powerhouse ONE is the top-rated international channel collectively in Singapore and Malaysia during primetime, ahead of movie, kids and other entertainment channels*. In Indonesia, ONE is among the top entertainment channels on pay TV giant Indovision, ranking number two among 120 total channels.**
ONE’s success is attributed to its powerful mix of hit programming and marketing, including Korean celebrity fan meet-ups across the region. In May 2015, the channel launched the hugely successful “Ppali Ppali” primetime belt which ensures Korea’s most popular series are delivered within 24 hours of the original broadcast. After the launch, “Ppali Ppali’s” ratings surged more than 30 percent as viewers responded with vigor to the express delivery.
AXN grew its market dominance in 2015 as the top-rated English general entertainment channel in Southeast Asia -- collectively in Singapore, Malaysia and the Philippines -- by more than doubling the primetime ratings of the next English GE channel*.
Buoyed by a diverse programming lineup with wide audience appeal, including the record-breaking “Asia’s Got Talent” and new FBI drama series “Quantico”, AXN’s ratings grew by 28 percent in the region. In September 2015, AXN refreshed its brand identity to include a dynamic new logo and on-air graphics, and a promise to redefine action as an attitude, not a genre.
Virginia Lim, vice president of content and marketing, SPT Networks, Asia, said, “The strength of our English and Asian entertainment portfolio is meeting a growing demand across the region for premium content from both genres. We’re taking this content beyond the linear screen, so it becomes part of viewers’ lifestyles via social conversations, large-scale events and other unforgettable experiences.”
Sony Channel, the stylish female-skewing companion channel to AXN, also gained momentum in 2015, improving its ratings by 277 percent*. The channel is home to some of Hollywood’s hottest series including the critically acclaimed “How to Get Away with Murder”, starring Viola Davis, and “Madam Secretary”, starring Tea Leoni. This month, Sony Channel kicked off its comedy nights, which features a different series each weeknight at 8:20pm, with titles like “Younger” and “Odd Mom Out”.
Japanese anime channel Animax grew its loyal fan base to 11.2 million in 2015 up from 10 million in 2014 in Southeast Asia***. Offering the biggest anime titles simulcast with Japan, Animax fans fell in love with the newly-launched, SPT Networks-created OO-Kun, a mischief-making blue raccoon that now features his own line of merchandise and short-form animation.
In October 2015, SPT Networks, Asia launched GEM, a joint venture channel with leading Japanese broadcaster, Nippon TV. Specializing in premium Japanese entertainment amongst others, the channel enjoys exclusive access to Nippon TV’s coveted content library of premium content. The channel is currently available in four markets and is set to expand its footprint in 2016.
* 2015 prime time 6pm-1am rating in ‘000, combined HD+SD rating for channels with same content, excluding Tamil language channels.
** MNC Media Corporate Update December 2015
*** Animax full day channel reach ‘000 for 2014 and 2015
Source: Kantar Media Singapore/Philippines, Nielsen TAM Services Malaysia. Target: All Pay TV audience
Source: Sony Pictures Television Networks Asia