Continuing a programme push that began in April, AXN TV, the action channel from Sony Entertainment Television, is launching seven action series over the next two months, "Crime Scene Investigation", "Sheena" and the third series of VIP among them. And in an initiative aimed at promoting the brand in Indian homes, AXN is talking to Indian production companies to evolve a programme series with purely indigenous action content.

"We‘re talking with leading local production companies and it is taking time. But we are optimistic that we will work something out. Especially in the area of adventure/lifestyle/sports. The interaction between SET and AXN in India has been mutually beneficial to both," says Shantonu Aditya, senior VP, (franchise channels and distribution) SET.

AXN Asia is available to more than 22 million households 24-hours daily throughout Asia in Taiwan, India, Hong Kong, Singapore, Thailand, Philippines, Sri Lanka, Pakistan, Nepal, Bangladesh, Malaysia, Indonesia, Brunei, South Korea, Macau, Papua New Guinea, and in hotels and VIP compounds in China. AXN channels operate in Japan, Israel and Latin America, and will continue to launch more channels worldwide, according to a company release.

Kids channel Nickelodeon held auditions for kids who want to be a VJ on the channel on Saturday and Sunday at Worli Naka in South Mumbai. And did the children stroll in! Over 275 kids filled in application forms and auditioned to become the junior Cyrus‘, Nikhils and Nafisas.

The auditions took place in a studio in front of a camera with the production team guiding the children through the proceedings. Kids aged 14 and below identified themselves and spoke about their interests. They also explained the reasons for wanting to appear on the channel. Then they performed. Performances varied from a rap song to a mock interview.

MTV India director marketing Vikram Raizada says that the earlier auditions held in Bangalore and Chennai garnered 150 and 100 responses respectively. The response in Mumbai with over 275 wannabe VJs was higher due to the population size and increased awareness. Two spots have been airing on Nick, MTV and Zee English and MGM.One aims at stirring interest in the hunt while the other is in the form of a livewire. This gives information of audition dates and how kids can post their entries or send them online.

In terms of other promotional activities the Chota VJ Hunt effort is getting radio support in the form of spots on the Midday run radio station Go. Print ads have also featured in major publications with ground support in the form of road shows with flyers being distributed where kids hang out.

Raizada said that the objective of the hunt is not just to increase brand awareness but also to tell kids that the exclusive space where they can have fun and enjoy themselves has just expanded.

Through feedback and market research the channel found that kids wanted to be on the tube and see themselves on it.

The final stage of live auditions will take place in Delhi on 15 June. As mentioned earlier the Chhota VJ hunt, which gives a kid the chance to host Nick Masala on the channel and on the Nickelodeon block on Zee TV, closes on 30 June.

The search for a business head for Sony Entertainment Television appears to be over, if the buzz in the industry is to be believed.
Sunil Lulla, former CEO of the now defunct portal indya.com is slated to take over as general manager, SET, by end June. Sources say Lulla was among three candidates shortlisted for the post, which is currently vacant. Industry sources say a senior executive from Star India was also in the reckoning, but turned down the offer. The last position he held was CEO, Valuebridge, a consultancy business set up by venture capital firm AtIndia and advertising major HTA.

Sunil Lulla

Lulla has held several positions giving him wide exposure to the media and entertainment business. Among them: HMV (now Saregama) general manager - marketing, MTV India head (before current MTV boss Alex Kuruvilla), J Walter Thompson (in Taipei as Director of Client Services) and United Distilleries and Vintners (UDV)(as vice president).

With Lulla hopping on board, the Sony Entertainment management will have all divisions within Sony well cared for - AXN under Shantonu Aditya‘s charge, SET MAX under Rajat Jain and SET with Sunil Lulla.

Hallmark has acquired 18 major motion pictures for its Latin American markets from Walt Disney Television International - Latin America (WDTVI-LA).
The package boasts prominent titles including the Academy Award-winning Roberto Begnini film Life is Beautiful, which won in the Best Actor, Best Foreign Language Film and Best Original Dramatic Score categories; The Horse Whisperer, directed by Robert Redford and starring Kristin Scott Thomas, Redford and Sam Neill; the critically acclaimed and Oscar-nominated Brazilian film Central Station; and Enemy of the State, with Will Smith, Gene Hackman and Jon Voight.

Also included in the agreement are the comedy Romy and Michele‘s High School Reunion, featuring Mira Sorvino and Lisa Kudrow; and the drama Mrs Brown, starring Dame Judi Dench.

The Hallmark Channel is currently available in 11 million homes throughout Latin America and the Caribbean, claims the company.