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“Redefining Action” campaign embodies AXN’s focus on intense, intriguing, smart and unexpected stories 

Sony Pictures Television (SPT) Networks, Asia is launching a refreshed visual identity for AXN with an impactful original new look that aligns with the channel’s current programming focus. The new branding, including a new logo, graphic elements and marketing campaign, will roll out across AXN’s on-air and online platforms just prior to the premiere of The Voice Season 9 tonight.

“While AXN continues to be the pay TV destination for action, we are also tapping into an audience seeking content filled with intrigue, passion and heroes,” said Hui Keng Ang, Senior Vice President and General Manager, Sony Pictures Television Networks, Asia. “Our new look aligns with that programming sensibility and speaks to today’s viewers, who are connecting with our brand across linear and digital channels, as well as social media.”

AXN’s dynamic new logo features a custom-built avante garde typeface, accentuated by a three-dimensional pyramid, which is a classic shape associated with mystery and the convergence of energy, bathed in striking shades of red.

“Red evokes energy, action, passion and danger. We are harnessing the power of that color in a new campaign that encourages viewers to discover and embrace the sense of fearlessness that permeates AXN’s series,” explains Maurizio Vitale, senior vice president of marketing, Networks for SPT, who oversaw the network’s brand refresh globally.  

The network’s new “Redefining Action” campaign, which will roll out simultaneously with the refreshed brand identity, underscores the channel’s focus on programming defined not by a particular genre but by an overall attitude -- intense, intriguing, smart and unexpected. 

Complementing the bold new look, AXN has a stellar line up of new and returning series to get viewers excited for the Fall TV season. The focus on intense, intriguing, smart and unexpected stories is reflected in the premiere on September 28 of highly anticipated drama Quantico, starring Bollywood icon Priyanka Chopra; a show not short of twists where one of the group of FBI trainees at Quantico is suspected to have plotted a massive terrorist attack. The Blacklist Season 3 is all about redefining action with Elizabeth Keen (Megan Boone) finding herself on the FBI’s most wanted list and on the run with Raymond Reddington (James Spader). On September 22, reality TV sensation The Voice Season 9 kicks off with mega music stars Pharrell Williams, Gwen Stefani, Blake Shelton and Adam Levine coaching a new crop of singing wannabes; the sincerity, chemistry and rivalry make it a not-to-be missed competition.
Check out AXN’s new look and programming schedule at or join the conversation on Facebook at AXNPhilippines.
About Sony Pictures Television
Sony Pictures Television, a Sony Pictures Entertainment company, is one of the television industry’s leading content providers, producing and distributing programming worldwide in every genre and for every platform. In addition to one of the industry’s largest libraries of award-winning feature films, television shows and formats, Sony Pictures Television (SPT) boasts a current program slate that includes top-rated daytime dramas and game shows, landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms. In addition to its US production business, SPT has 19 wholly-owned or joint venture production companies in 13 countries and also maintains offices in 31 countries. SPT’s worldwide television networks portfolio includes 148 channel feeds available in 178 countries, reaching more than 1.2 billion cumulative households worldwide.  SPT also creates original content for and manages the studio’s premium video website, Crackle. Additionally, SPT owns US production company Embassy Row and is a part owner of cable channel Game Show Network (GSN) and national U.S media sales company ITN Networks, Inc.  SPT advertiser sales is one of the premier national advertising sales companies and handles the commercial inventory in SPT’s syndicated series as well as the Rural Media Group and

For further information, please contact:
Trisha Ilarde
AXN Networks Philippines, Inc.
+63917 8494742

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