MUMBAI: AXN is looking to increase viewer cachet further. Last year it had defined primetime as starting from 10 pm instead of 9 pm.

Now it has decided to start its primetime programme block from 8 pm. This is not just for India but also for South Asia.

The new schedule which kicks off last night (5 July) will see shows like CSI, 24 and Alias move from 10 pm to 8 pm. In addition on Mondays and Tuesdays the action oriented broadcaster will air movies in the vacated 10 pm slot.

Sony Pictures Television International (SPTI) MD Todd Miller said, "The new programme schedule reflects AXN's ongoing efforts as the market leader to take proactive initiatives to continue market leadership."

The initiative is aimed not just at shoring up viewership but also at giving the advertisers more bang for their buck. AXNs ad sales and programming VP Ricky Ow added, "Ratings studies, viewer tracking surveys and regular feedback from viewers and our cable partners pointed towards these changes.

"The programming content remains largely unchanged. The new-look primetime schedule will provide a solid three-way fit between AXN, its viewers who will now be able to enjoy action-adventure programming at times that are most suited to their lifestyles, and advertisers who now have the power to send their messages directly to their desired target audience."

Ow went on to add that close and constant analysis of ratings studies and viewer feedback helped the channel to mould its programme schedule to achieve blockbuster ratings amongst advertisers preferred target audiences. AXN claims to be available in almost 20 million homes across India.

As reported earlier by Indiantelevision.com the latest season of The Amazing Race will take off later this month. It will feature a pitstop in Kolkata.