Thums Up presents the first AXN Action Awards

Media Release, April 28

MUMBAI

AXN, the heart of action adventure bring to your homes the first ever Action Awards in India. This is perfect timing for the first ever synergy of AXN and Bollywood, now that Bollywood movies have evolved from dishoom dishoom to international quality special effects, high speed action sequences and the finest editing. AXN together with Thums Up have taken the initiative and created a platform to give “Action” stars their much-deserved credit and will soon launch the First On-air Action award event in India!

With Bollywood always having action as a part of a formula that is served along with drama and romance, it is only recently that there are blockbuster pure adrenaline racing action movies a la Hollywood breaking away from the sugary romances and the family dramas.

As always, in the dynamic AXN style of action and adventure, Dino Morea will present these awards to tough guys who bring jaw-dropping performances to the big screen. But in case you thought these awards were going to be judged by some faceless jury with an axe to grind, think again! The judges are the AXN viewers who create box office hits or flops. The ardent fans can choose from the list of nominees and cast their vote by SMS, Ballot paper or by logging on to www.axnactionawards.com, from the 1st of May to 31st May 2006.

Says Rohit Bhandari, Director of South Asia, Marketing & Sales, SPE Networks - Asia Pte. Ltd: “Indian cinema produces some of the best action heroes in the world. So how could AXN resist helping our viewers to felicitate the brawniest stars of them all? Thums Up and AXN are both brands that symbolize adventure, endurance & extreme challenge. The AXN Action Awards will be a never before seen comprehensive look at the action heroes, the movies and the people behind them!”

Reaching out across India to all the die-hard action fans, AXN & Thums Up will be coordinating on ground activities in 8 cities in India. At each of the events, on-ground paper ballot voting would be coordinated where promoters will give a form to be filled in their respective cities and the enthusiastic voters could be surprised by a lucky prize!

The AXN Action Awards as a programming concept is well received by advertisers. The AXN Action Awards is presented by Thums Up with Associate Sponsorship by Mahindra Scorpio & Sony Ericsson K750i. The Retail Partner for the event is INOX, the multiplex chain.

So be glued to your television screens and await the action and adventure, as YOU will decide who wins in the first ever Action Awards in Bollywood - Only on AXN.

AXN India Backgrounder

AXN is the first 24-hour cable and satellite TV channel in Asia exclusively dedicated to action and adventure programming. Launched on 21 September 1997, AXN now reaches over 77 million households across Asia. Featuring the best in action and adventure lifestyle programming, AXN is the exclusive home of fast-paced, dynamic entertainment from around the world. Backed by the powerhouse of Sony Pictures Entertainment, AXN delivers young adult viewers, Sec15-44 AB, a round-the-clock fix of blockbuster features, blue-chip action and reality series and specials, first-run alternative sporting events and the latest in cult CGI animation. AXN's programming speaks the international language of action and adventure, delivering B!G Buzz, B!G Thrills, B!G Action and B!G Adventure 24 hours a day, 7 days a week.

For further information please contact:

Deepa Vaidyanathan/ Kehkashan Merchant

LinOpinion

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