FAMILY OF BRANDS

PROFILE
 AXN NETWORK PROFILE

AXN
is THE ULTIMATE DESTINATION FOR ENERGY AND EXCITEMENT

— with the best quality series and movies for coveted consumer groups. Nothing proves that
like our main AXN brand.

While the larger AXN family of channels has expanded to encompass more than just booms
and bangs, this is the main channel is where we honor our no-hold-barred action roots.

But it’s also where we’ve evolved the explosiveness with characters that are more than black
and white, and more-addictive, more-layered storytelling. It’s ACTION REDEFINED.
 AXN NETWORK PROFILE

BRAND PLATFORM

AXN is an emotionally-charged brand of INTENSE

We live life with passion and intensity in a risky, adventurous, and sometimes dangerous world.

AXN is a thrilling brand of INTRIGUING

We look a little deeper for the answer, who enjoy the thrill of the hunt. We believe in the constant need
to explore and question.

AXN is an unstoppable brand of SMART

To survive and win in these circumstances means you have to be quick, canny and have your wits about you.
You have to be smart, always.

AXN is an unstoppable brand of UNEXPECTED

We don’t limit our dreams, creativity, actions or thoughts. Breaking boundaries & expecting the unexpected is
what it takes to live like us.

AXN is a passionate brand of BADITUDE

Serious or irreverent, we do it with style, with a passion and expression that transcends good and bad.
We call it Baditude.
 BRAND PLATFORM AXN NETWORK PROFILE

THE MAIN AXN BRAND


THE MAIN AXN BRAND

THE MAIN AXN BRAND
 STANDS FOR SMART
STANDS FOR INTRIGUING
STANDS FOR INTENSE

>> The passion, power, and all the most >> The savvy, the quick-witted, the
>> The dark and deep, the brooding, the
primal emotions… anger, lust, adrenaline, sophisticated, the refined, the the expert, the
seductive, the conflicted, the shadowy, the
speed, drive, acceleration, rumble, roar, brilliant, the genius, the inventors… AXN is
obsessive, the compulsive, the appealing, the
rip, sweat, steel… The white-knuckle, all- the ones who are impossible to stop, the
damaged, the driven, the twisted, the
out, deep-down, blood-simple, dripping always out-thinking, out-maneuvering, six-
deranged, the feared, the worshipped, the
brow, fully loaded, pedal the metal, no- steps ahead, calculating, manipulating,
prisoners-taking, every-synapse-firing. whispered-about, the iconic, the hidden, the
changing the game, laughing in the face of
Catch your breath. Then get ready for exposed, the myth, the legend. Once you’re
the odds, because in a dangerous world,
more. sucked in, there’s no way out.
your wits are your ultimate weapon.

THE MAIN AXN BRAND
 THE MAIN AXN BRAND


STANDS FOR THE UNEXPECTED STANDS FOR BADITUDE

>> The intrepid spirt of breaking boundaries to >> The swagger that brings all of it together.
new worlds, pushing the limits of possible, The essential spark that sets everything in
daring to dream, venturing into the unknown, motion, that drives passion, that turns heads,
going to the edge and past it for what you that drops jaws, that explores the unknown,
believe is out there or inside yourself. AXN is that shows us the way to show the
action that goes “there”. world what it means to LIVE RED.
 AXN PLAYER NETWORK PROFILE

REASONS TO BELIEVE:
Providing ad-supported FREE content for viewers in control of THEIR entertainment, wherever
THEY go and on ANY mobile device.

BRAND VALUES / ATTRIBUTES:

• Whenever
• Everywhere
• My time


TONE OF VOICE:
The skyrocketing adoption and use of social media among consumers is transforming TV-
watching into a more immediate and shared experience, and we want our viewers to know that
we hear them and we’re doing something about it.
 AXN NETWORK PROFILE

EXPECT NOTHING LESS THAN…

Intense action, daring drama, sci-fi, gripping, suspense,

and edgy reality.

BRAND VALUES / TONE OF VOICE

• Intense
• Intriguing
• Smart
• Unexpected
• With Baditude
 AXN NETWORK PROFILE

VIEWERS PROFILE:
Adults 15-35 | Male & Female

WHAT WE WANT THE AUDIENCE TO FEEL:

Excited, seduced, challenged, transported.

IF IT WERE A PERSON IT WOULD BE:

TBD

IF IT WERE A BRAND IT WOULD BE:

(TBD)

OUR PURPOSE:
To REDEFINE ACTION as more than just booms and bangs, but driven by stories, characters, and unexplored new worlds.

PROGRAMMING PILLARS:
• A mix of drama and sci-fi
• The best, most popular series on TV
• For Solvers, Thrill-seekers, Rebels, and Selectives
 AXN NETWORK PROFILE

TAGLINES FOR DISCUSSION

LIVE RED

(are there any others?)

Where Heroes are Born
NETWORK
PROFILE
 AXN BLACK NETWORK PROFILE

SUB-BRAND OVERVIEW
AXN Black REDEFINES ACTION by showing how intense, fierce and heroic action can be.

AXN Black is a perfect addition to the AXN family because it shows how the heart of action can
sometimes be courage and all the attitude that comes with it. AXN 

Black

is the
INTENSITY
SUB-BRAND PLATFORM Brand

AXN Black activates all the senses. It is the INTENSITY brand. AXN Black 

AXN Black is electric, a live-wire that makes the pulse quicken, the cylinders fire, and the is the
WARRIOR
adrenaline course faster through the the veins. Don’t go to the limit; go past it! Brand

AXN Black knows legends live forever. It is the WARRIOR brand. AXN Black

AXN Black is for the brave, the fearless, the powerful and the indomitable, is the
HANGOUT
the risk-takers, the heroes, the defenders of the realm, the warrior within, Brand
the guts and the glory


AXN Black wins with style. It is the ATTITUDE brand.

AXN Black for those that live for the outrageous and the fun, the seductive and the
scandalous meets the swagger, where instincts are quick, and wit even quicker.
 AXN BLACK NETWORK PROFILE

BRAND PLATFORM: MORE DETAIL (ORIGINAL)

AXN BLACK IS A BRAND AXN BLACK IS A BRAND AXN BLACK IS A BRAND

WITH SENSORY VALUES WITH MYTHICAL VALUES WITH SOCIETAL VALUES
It is the INTENSITY brand. It is the WARRIOR brand. It is the HANGOUT brand.

>>AXN Black delivers the electric. >>AXN Black delivers the bravado. >>AXN Black delivers the the stuff you want.
the lightening bolt from the sky, the provider and the protector, the fast cars, the revved motors, the drag race,
zapping, zipping a live-wire, the broad-shouldered, the unwavering the muscles, the girls, the beaches & bikinis,
the fully-charged, the ready for takeoff. the red-blooded, the ripped, the full force. the sports, the competition, the trophies,
the top gear, the new and the next, the swag.
>>AXN Black delivers the thrill. >>AXN Black delivers the brave.
the pulse quickens, the spine-tingles the fearless, the daredevil, the valiant, >>AXN Black delivers the graphic & uncut.
the blood runs to the heart, the ready to throw down, the challenger, the cover eyes, cover ears
the adrenaline courses through the veins, the one against many, against all odds. the crude, the slapstick, the sarcastic,
the heart beats in the ears. the adventure, the unknown, the danger,
>>AXN Black delivers the powerful. the dust and the guns...the battle to the end.
>>AXN Black delivers the eyes wide open. the strong of heart, the fierce of spirit.
the smash, the crash, the explosion, the immense persona, the charismatic >>AXN Black delivers the characters.
the impossible, the awesome, the wow! aura, the undefeatable, the indomitable. who guys want to be
can't believe what just happened. and girls you want to be with.
>>AXN Black delivers the heroic. the James Bond, the Jason Bourne
>>AXN Black delivers the rush. the defender of the realm, the Clint Eastwood, the Harrison Ford
that über-caffeinated sensation, the guts and the glory, the Spartacus, the Gladiators.
the Red Bull wings, the Harley vroom, the sole survivor,
the Metallica mosh-pit, that full-on high the last man standing.
 AXN BLACK NETWORK PROFILE

BRAND PLATFORM: MORE DETAIL (REVISED)

AXN BLACK IS A BRAND AXN BLACK IS A BRAND AXN BLACK IS A BRAND

WITH INTENSITY WITH WARRIOR BLOOD WITH ATTITUDE
>>AXN Black delivers electric. >>AXN Black delivers the bravado.
>>AXN Black delivers non-stop awesome
the bolt from the sky, the jolt of a live-wire, the aggressor and the protector,
the adventure, the fun, the style, the
the charge of a million volts. the broad-shouldered, the unwavering,
swagger, big risks, big laughs, epic times. No questions.
unblinking, red-blooded, ripped, ready.
>>AXN Black delivers the visceral
>>AXN Black delivers pushing boundaries
the pounding of a pulse, the racing of a heart, >>AXN Black delivers the fearless
the uncensored, the unapologetic, the
the tingle of the spine, the spike of adrenaline. The ready to throw down, the one against many, no
the rebellious, the outrageous, the all in good fun,
challenge to great, is that the best you’ve got?
all day and all night.
>>AXN Black delivers the impactful
every smash and crash, boom and bang, >>AXN Black delivers the powerful.
>>AXN Black delivers the characters.
seduction and explosion. the strong of heart, the fierce of spirit, of unbending
the heroes and the heroines
conviction, larger than life persona, and towering
the wanted men and the femme fetalles.
legend.
Quick wits and faster reflexes
>>AXN Black delivers the rush.
Big guns with the sharpest minds
Like a truckload of Red Bull, of Harley engine revved >>AXN Black delivers the heroic.
The faces and the names
past the line, a the Metallica mosh-pit — that full-on the realm defender, the flame keeper, the first one into
That make legends.
total body high that makes every synapse explode. the fray, the last one standing, seizing the moment
every moment.
 (FOR THIS SECTION ONLY - ORIGINAL PAGE) AXN BLACK NETWORK PROFILE

VIEWERS PROFILE:
Adults 18-45 | geared towards men

WHAT WE WANT THE AUDIENCE TO FEEL:

Bold, powerful, invigorated, sexy, adventurous, rugged, daring, courageous, clever


IF IT WERE A PERSON IT WOULD BE:

Spartacus, James Bond, Jason Bourne, Ethan Hunt/Mission Impossible, Bill Compton/True Blood, Liam Neeson/Taken

IF IT WERE A BRAND IT WOULD BE:

It would be a Harley, Hard Rock Cafe, Red Marlboro, Virgin Mobile, Rolling Stones, Metallica, Aerosmith, CKM, Ford Mustang, Tabasco,
Espresso

OUR PURPOSE:
AXN Black connects viewers who are more intense in their craving for full-force, full-flavoured content.

PROGRAMMING PILLARS:
• A mix of drama and reality
• Series and movies channels
• Full-flavour entertainment, full action for 100%
 AXN BLACK NETWORK PROFILE
(FOR THIS SECTION ONLY - REVISED PAGE)

VIEWERS PROFILE:
Adults 18-45 | Mostly male

OUR PURPOSE:
AXN Black connects viewers who are more intense in their craving for full-force, full-flavoured content.

PROGRAMMING PILLARS:
A mix of drama and reality
Series and movies channels
Full-bodied action

THE AUDIENCE SHOULD FEEL:

Powerful, invigorated, adventurous.


THE ULTIMATE AXN BLACK HERO:

William Wallace, James Bond, Jason Bourne, Ethan Hunt (Cruise in “MI”), Bryan Mills (Neeson in “Taken”)

AXN BLACK FANS ALSO LOVE BRANDS:

Harley-Davidson, Ford Mustang, Hard Rock Cafe, Red Marlboro
Where Stories Are Everything
NETWORK
PROFILE
 AXN WHITE NETWORK PROFILE

SUB-BRAND OVERVIEW
AXN White is the stories truly inspire — where inspiration and
desire meets the power of emotion.
AXN White REDEFINES ACTION by showing how excitement is driven by storyline and characters that
always keep us guessing and wanting more. AXN 

White

is the
AXN White is a perfect addition to the AXN family because it brings a whole new emotion to the energy STORYTELLER
and excitement of the greater entertainment brand. Brand

BRAND PLATFORM
AXN White

is the
AXN White is where great narratives are woven. It is the STORYTELLER brand. BEST FRIEND
Brand
AXN White celebrates the twists of the great plots, the characters who captivate, intrigue, seduce, and
defy our expectations at every turn, striking that primal part of that craves great stories.
AXN White

is the
AXN White is so much fun to hang out with. It is the BEST FRIEND brand. EMPOWERING
Brand
AXN White is your go-to when you need it most, the BFF, the confidant, the one you want to share the
ups and the downs, the highlights, the buzz, the banter the stuff that makes you laugh, cry and feel
connected.


AXN White stirs powerful emotions. It is the EMPOWERING brand.

AXN White stands for the dramatic, the romantic, the mysterious — stirring the heart, captivating the
imagination, and showing us the truth of what it means to be alive in the world.
 AXN WHITE NETWORK PROFILE

BRAND PLATFORM: MORE DETAIL (ORIGINAL)

AXN WHITE AXN WHITE IS A 
 AXN WHITE IS A BRAND

is the STORYTELLER brand. SOCIETAL BRAND WITH SENSORY VALUES
It is the BEST FRIEND brand. It is the EMPOWERING brand.
>>AXN White delivers
a terrific plot, a sticky narrative, >>AXN White delivers the sidekick. >>AXN White delivers the emotion.
a plot that thickens, twists and turns, the BFF, the buddy, the longtime ally, the joys, the sorrows, the laughs, the tears, the
a build-up, a climax, an unexpected end, the keeper of confidence, the bonding, chills, the thrills, the love, the hate, the defiance, the
a must-see, a can't miss. the close ties, the wins and losses hope, the can't get enough.
the fears and the victories.
>>AXN White delivers the stars. >>AXN White delivers the dramatic.
the matinee idols, the celebs, the heartthrobs, >>AXN White delivers that go-to. the big moments, the triumphs, the heart-stoppers,
characters that captivate, intrigue and seduce, the dire, in despair, in times to share, the good, the bad, the bold, the beautiful, the wise,
the idols, the heroes, the villains, the empathetic, the support, the advice the rebels, the theatrical, the willful, the
the relatable, the people like us. right when its needed most. exaggerated, over-the-top.

>>AXN White delivers the aspirations. >>AXN White delivers light-hearted. >>AXN White delivers the dramatic.
the darling, the dashing, the daring, what the lighter half needs and craves, the cliffhangers, the whodunits, the capers, the
the luster, the flash, the glamour, the highlights, the news, the buzz, cunning, the dark and scary, the narrow escapes,
the stuff that dreams are made of. the stuff you love, the stuff you share, the unsolved, the hidden, the revealed, the
the stuff that makes you laugh & talk. surprises, the red-handed, the ones who got away.
 AXN WHITE NETWORK PROFILE

BRAND PLATFORM: MORE DETAIL (REVISED)

AXN WHITE IS A BRAND AXN WHITE IS A BRAND AXN WHITE IS A BRAND

ABOUT STORYTELLING ABOUT CONNECTION ABOUT EMOTION

>>AXN White delivers the compelling >>AXN White delivers the chemistry >>AXN White delivers the heartfelt
The thrilling tales, the gripping narrative, where BFFs, the perfect teammates, the partners in the joys, the sorrows, the laughs, the tears, the
the plot thickens, through every twist and turns, crime, and close allies, but also all the missteps chills, the thrills, the love, the hate, the defiance, the
right up through the climax that turns every and misunderstandings that it takes to get there hope, the can't get enough.
expectation upside down. — the cat and the mouse games, the break-ups
and make-up, the loyalties and the betrayals, lies >>AXN White delivers the defining
and the truths that us closer in the end. the moments in life that build us up, break us down,
>>AXN White delivers characters. change us, challenge us, chill us, warm us, confuse
The complicated, the complex, the tragic, the >>AXN White delivers the comfort us, enlighten us, lose us, find us, and in the end,
heroic, the hilarious. We hang on their every rock solid in times of despair, a beacon of make us whole.
decision, their every word, their every move, and strength when there’s nowhere else to turn,
love them or hate them, they’re a part of our that advice you didn’t know you needed until a >>AXN White delivers the visceral
lives. true friend gave it. the cliffhangers, the close calls, the stunning
reveals, the burning desires, the jitters before the
>>AXN White delivers meaningful >>AXN White delivers the simply good time. big moment, the excitement in the heat of it. It’s
Experiences that don’t simply seek to entertain, the stuff our lighter side craves — the about the sexy, the illicit, the secretive, the
but to inspire and uplift, that shows us our best laughs at the bar, the all-night rager, the epic seductive, the forbidden, the wanted, the needed,
selves, that don’t shy away from our darker road trip, the crazy caper, the lost weekend, the the risk of a broken heart, the belief in a happy
sides, that remind us to dream and stay with us regrets you’ll never have because you grabbed ending.
long after the credits roll. life by the horns and took it down!
The Destination for the Best Movies
NETWORK
PROFILE
 AXN MOVIES NETWORK PROFILE

SUB-BRAND OVERVIEW

AXN Movies is the destination for the best movies.

AXN Movies REDEFINES ACTION by making it more star-powered than ever.
AXN 

AXN Movies is a perfect addition to the AXN family because its where we shows our Movies

commitment to true cinematic excitement. is the
RITUAL
Brand

BRAND PLATFORM
AXN Movies makes movies sacred. It is the RITUAL brand.
AXN Movies

When life is a blur, AXN Movies hits pause on the insanity, restoring your energy, is the
re-charging your imagination, giving you something unforgettable to escape into COME-TOGETHER
Brand
or to share with all generations.

AXN Movies

AXN Movies lets us all gather around. It is the COME-TOGETHER brand. is the
AXN Movies is a call to action, an invitation to adventure, a big-top tent with a big ESCAPE
Brand
Welcome sign for those who love to lose themselves in the wonder of great
movies.


AXN Movies gives us a sanctuary. It is the ESCAPE brand.

AXN Movies turns the living room, the den, the bedroom, or wherever you watch
into a perfect oasis of entertainment where you can get lost in movie magic.
 AXN MOVIES NETWORK PROFILE

BRAND PLATFORM: MORE DETAIL (ORIGINAL)

AXN MOVIES IS A BRAND AXN MOVIES IS A BRAND WITH 
 AXN MOVIES IS A BRAND
WITH TEMPORAL VALUES EMOTIONALLY PRESERVING VALUES WITH SENSORY VALUES
It is the NOW & ALWAYS brand. It is the COME-TOGETHER brand. It is the SANCTUARY brand.

>>AXN Movies hits pause. >>AXN Movies delivers the family time.
 >>AXN Movies delivers the escape.
the relax and recline, the exhale, the let’s all pile on the couch, the shared popcorn, the the renewed, the deep breath,
the let loose, the no worries, cross-generational, the story of our life, the forever, the revitalized, the subtle,
the no problems.
 the ties that bind. 
 the unforgettable, the yin & the yan


>>AXN Movies delivers the timeless. >>AXN Movies delivers the shared experience. >>AXN Movies delivers the moment.
the favourites, the familiar, the tried & true, the collective gasp, the shared laughs, the here, the now, the immediate,
the classic, the comfortable, the feel good, the all for one & one for all, the tearjerkers, the deliberate, the priceless,
the trusted, the nostalgic. the remember when… the eyes wide open
.
 AXN MOVIES NETWORK PROFILE

BRAND PLATFORM: MORE DETAIL (REVISED)

MOVIES ARE LIFE. MOVIES ARE A BIG TENT. MOVIES ARE AN OASIS.
AXN is the RITUAL brand. AXN is the COME-TOGETHER brand. AXN is the SANCTUARY brand.

>>AXN Movies is for re-charging. >>AXN Movies is for family time.
 >>AXN Movies is for escape.
the antidote to the daily insanity, it’s the brand of the let’s all pile on the couch, pass around the an oasis, a retreat, a getaway and a secret lair, a
the relax and recline, of put your feet up, of sit popcorn, and get real cozy. The no matter what is goi cloud that’s all yours. It’s a place where no one can
back and just enjoy because you work hard and going on in our lives, this is our time to come together find you, where the ringtone can’t interrupt you,
you deserve a break… And like any good ritual, and be a part of something together. No matter our where the emails can’t reach you, where it’s just
AXN Movies is part of living a good, full life. 
 generations, there’s always a movie that can about you and the experience of great cinema.

transport, always a journey we can take together.
>>AXN Movies is for re-connecting >>AXN Movies is for the moment.
to the favorites, the classics, the ones that bring >>AXN Movies delivers the shared experience. the here, the now, the immediate,
the nostalgia flooding back, that remind you why the collective gasp, the boom of hilarious laughter, the the deliberate, the priceless, the spellbinding.
movies are the spice of life, that you can quote tears streaming down, the all of us on the edge of our It’s all about the moment and the one-of-a-kind
from beginning to end, that you’ve seen but have seat and in it together. Because there’s only one thing feeling of being totally in it.
to re-discover. But beyond the tried and true, it’s greater than the movies, and that’s experiencing them
connecting to the new— the ones you heard are in each others’ company.
great, the ones you’ve been meaning to… the
hidden gems you just stumble across and don’t
know how you ever missed. And the more you
see, the deeper and richer your movie life
becomes.
NETWORK
PROFILE
 AXN SPIN NETWORK PROFILE

SUB-BRAND OVERVIEW

AXN Spin is the ultimate channel for a new generation of viewers

AXN Spin REDEFINES ACTION by giving it a whole new edgy, style and spontaneity.

AXN Spin is a perfect addition to the AXN family because it hooks the world’s most
connected and sharing generation on shows that speak their language.

BRAND PLATFORM

AXN Spin knows Milennials. It is the NEXT-GEN brand.

AXN Spin captures the spirit of savvy up-and-comers, the keen, the curious,
the open-minded, the new hopers, dreamers, go-getters, the ones who are
forward-facing enough to change the world.

AXN Spin embraces technology. It is the CONNECTED brand.

AXN Spin is for the wired, the always-on, the multi-platform, the innovating, 

creating, curating, uploading, linking, sharing, liking, commenting, favoriting,
unafraid to try new things and share them to keep the conversation racing ahead.


AXN Spin defines ‘immediate’. It is the NOW brand.
AXN Spin captures the attitude of spontaneity — the impromptu,
the unrehearsed, the unscripted, the be real or go home, blink and you
might miss it spirit that dares to disrupt. Not tomorrow. Not later. But right now.
 AXN SPIN NETWORK PROFILE

BRAND PLATFORM: (ORIGINAL)

AXN SPIN IS A 
 AXN SPIN IS A BRAND WITH 
 AXN SPIN IS A BRAND

SOCIETAL BRAND TECHNOLOGICAL VALUES WITH TEMPORAL VALUES
It is the NEXT-GEN brand. It is the CONNECTED brand. It is the IN THE NOW brand.

>>AXN Spin delivers the spirit of Gen Y. >>AXN Spin delivers the wired. >>AXN Spin delivers the spontaneity.
the savvy, the progressives, the dreamers, the always on, the hooked-up to the hub, the impromptu, the unrehearsed,
the up-and-comers, the startup culture, speaker off, headphones on, the unscripted, the work-in-process,
the rising stars, tomorrow's people, tiptap, clickclick, boing boing, the I don't give a ----, go for the gusto,
the optimists, the forward-facing. living and being in real time. yielding to the impulse, riding the wave.

>>AXN Spin delivers the 
 >>AXN Spin delivers the me. >>AXN Spin delivers the freedom.
experience of becoming. I am my own channel. my own curation. the come as you are, the free spirit,
the coming of age stories, the rebellion, making it up as I find. as I go. so it goes. the unfettered, the unfenced,
the emergent, the alternative, ear to the ground, voice into the mic, the free to roam, the free to fly
the self-definition, the search for identity, tipping and telling and sharing the bounty. the get-up-and-go.
a place to belong, to be one of, one with.
>>AXN Spin delivers the multiplatform life. >>AXN Spin delivers the now.
>>AXN Spin delivers the next. the media nest, devices in the surround, the internet, not the paper, no CNN,
the fresh, the new, the smooth, the cool, all within reach, a touch away, all on call, the tweet, the IM, not e-mail or voicemail,
up from the street, the fringes, life in motion, in control, moving seamlessly. living in the present, the in the 'mo,
the viral, social, the passed-along, the FOMOs, the gotta-go's,
the unknown, the almost famous. out with the old, in with the now.
the NBT. what's next until...the next.
 AXN SPIN NETWORK PROFILE

BRAND PLATFORM: (REVISED)

AXN SPIN IS THE AXN SPIN IS THE AXN SPIN IS THE

THE BRAND OF NEXT-GEN. THE BRAND OF THE CONNECTED THE BRAND OF NOW

>>AXN Spin represents Millennial energy >>AXN Spin stands for community >>AXN Spin loves spontaneous
all the savvy, the optimism, the dynamic that’s as diverse as all the ways we connect to it. the impromptu, the unrehearsed,
culture of anything is possible. It’s the brand for It’s being a part of the conversation that never the unscripted, the let’s take risks, the ride the
the rising stars, forward-thinkers, innovators stands still. It’s about the post that’s got everyone wave, the never second guess, the “Holy [bleep] did
optimists, the forward-facing. The ones for whom talking, and that next one that takes things in a you see that?!”, the jump first ask questions last.
changing the world isn’t a catchphrase, it’s a way whole new direction. It’s about getting your truth
of life. out there and out there and out there and no >>AXN Spin lives free.
matter your light, letting it shine. the unchained heart, the unfettered spirit, the
>>AXN Spin captures the growing excitement untamed desire, the undying voice, the unexpected
the coming of age stories, the spirit of rebellion, >>AXN Spin delivers the authentic turn, the unstoppable force that rises from below,
the thrill of a little danger, the feeling lost, the Of the generation where everyone can spot it if that speaks truth to power, that won’t play by
being found, the innocence and losing it, you’re being fake, we’re all about being real. We anyone’s rules because re-inventing them is way
the figuring out your place, your friends, your self, connect with our audiences deeper, truer, with too much fun.
and holding onto your dreams no matter what. more emotion, more feeling, more laughter, more
energy. For the real, there’s no other way. >>AXN Spin delivers the forward-facing
>>AXN Spin delivers the trend-setting never looking back, never being shy, never letting
the fresh, the new, the smooth, the cool, >>AXN Spin owns the multi-platform. go, never letting the unknown make us step back
the genuine, the real, the instantly viral, the uber- as diverse as our programming are the ways we from the edge. We live for right now, and the
share-worthy, the all-over-social-media, the line- connect. So like us, heart us, favorite us, comment, moment after. Last year? Last week? Yesterday?
ten-blocks-long, hottest spot of the moment, share, link, post, tweet, re-tweet, upload, text, talk, The other guys can have it. We’re about the now,
every moment. invite, accept, but never miss a moment. the new, the next. So let’s go…
Where It’s All In Reach
NETWORK
PROFILE
 AXN PLAYER NETWORK PROFILE

SUB-BRAND OVERVIEW
AXN Player is the streaming app that puts the best series and movies at consumers’ fingertips.

AXN Player REDEFINES ACTION by making sure the energy and excitement are never out of
reach.

AXN Player makes a perfect addition to the family by bringing mobile to the incredible portfolio of
sub-brands — releasing the handcuffs of where and when audiences can enjoy AXN.

BRAND PLATFORM
AXN Player is the best of tech. The AT MY FINGERTIPS brand.

AXN PLAYER is at my beckon call. A tap. A swipe. And boom — it’s on. The series and movies
I love wherever I am, whenever I want them. On demand has never been this good.

AXN Player is highly personalized. The ME & MY TIME brand. 


AXN PLAYER is my time to chill, my time to choose, my time to escape, my time to immerse,
engage, laugh, cry, cheer, and get lost in the moment every moment…

AXN Player gives you freedom. The IT’S MY CHOICE brand. 


AXN PLAYER is everywhere I am. Because serial television doesn’t fit my life. Because
it’s not about their schedule; it’s about mine.
 AXN PLAYER NETWORK PROFILE

BRAND PLATFORM: (ORIGINAL)

AXN PLAYER IS A BRAND WITH
 AXN PLAYER IS A BRAND WITH 
 AXN PLAYER IS A BRAND
TECHNOLOGICAL VALUES
 SOCIETAL VALUES WITH RATIONAL VALUES
It is the AT MY FINGERTIPS brand. It is the ME & MY TIME brand. It is MY EVEYWHERE brand.

>>AXN Player is television within reach. >>AXN Player fits me. >>AXN Player is everywhere I am.
on hand. in my grip. for the YouTuber. Netflixer. its all about me, whatever my device. whatever the place.
Facebooker. remote control. PS3. Wii controller. my mood and my whims, in my nest. on the fly. take with me.
4G. max mbps. ultra bandwidth. I am driving. I my cravings, my wants, in all my colors, on a plane. on the bus. singin' in the rain.
am in control. television at my speed. all 31 of my favorite flavors. remote in hand... I'm going my own way.
where I go you go... or be left behind.
>>AXN Player delivers what I demand. .
at my command, at my beck and call, >>AXN Player makes my time mine.
flexible, accommodating, in my cocoon, in my space, on my time, >>AXN Player is always on.
as I need it. as I want it. as I demand it. time to chill, reflect, lay back, serial television is so old-school.
my way or the internet highway. time for me. their schedule is not my schedule.
I make my schedule. You line up with me.
not the other way around...
not like it used to be.
 AXN PLAYER NETWORK PROFILE

BRAND PLATFORM: (REVISED)

AXN PLAYER IS A BRAND
 AXN PLAYER IS A BRAND AXN PLAYER IS A BRAND

AT MY FINGERTIPS FOR ME-TIME FOR FREEDOM OF CHOICE

>>AXN Player delivers at my command

>>AXN Player is television within reach. >>AXN Player fits me. at my beckon call — hand-cuffs off. With my
For my phone. For my tablet. For my lifestyle. its all about me. My routine, my ritual, my schedule, I need flexible, on demand, a la carte. I
I YouTube. I Facebook. I Instagram. I Netflix. I schedule, my coming and going, my ups and like to discover new shows and movies, and I never
want immediacy. I want functionality. I want the downs, my moods, my whims, my fancies, my want to be limited in my choices or the amount I can
best user interface and best user experience. I cravings, my flavor of the day, week, and month. binge on — the whole season, the whole series, the
want immediate gratification and I’m not going to entire trilogy. Whatever it is, put me in the driver’s
apologize for it. I work hard. I play hard. I watch seat, in control. Total control.
like a true fan. Nothing stands between me and
the shows I love, and my app needs to keep up.
NETWORK
PROFILE
 AXN NOW NETWORK PROFILE

SUB-BRAND OVERVIEW
AXN Now is the ultimate in Video on Demand

AXN Now REDEFINES ACTION by making it impactful and immediate for even the most
“demanding” consumers.

AXN Now makes a perfect addition to the AXN family by bringing VOD to the incredible
portfolio of sub-brands —

BRAND PLATFORM
AXN Now is for catching up. It is the NEVER-MISS-IT brand.

The cure for the common busy schedule. We can’t catch everything as it premieres,
but one place brings it all to us. Missed it the first time? Fear not. Dive in.

AXN Now puts it all under your roof. It is the WHY-GO-OUT brand. 

With this much convenience, the comfort of your home has never looked so inviting.
No parking fees. No babysitters. No lines. Just amazing entertainment the click of
your remote away.

AXN Now has all the latest and greatest. It is the NOW-MEETS-EASY brand. 

AXN NOW is in the know, ahead of the curve, at the leading edge of conversation,
a treasure. You hate waiting for the hits you love and we won’t hold back.
 AXN NOW NETWORK PROFILE

BRAND PLATFORM (ORIGINAL)

AXN NOW IS A BRAND WITH
 AXN NOW IS A BRAND WITH 
 AXN NOW IS A BRAND
TECHNOLOGICAL VALUES
 EMOTIONALLY ENHANCING VALUES WITH SENSORY VALUES
What YOU want, when YOU want it
 Is the can’t live without it brand because it I can have whatever I want NOW.
and how YOU want it. MAKES MY LIFE EASIER.

>>AXN Now is all my favourite AXN movies and >>With AXN Now you can be sure that the content >>AXN Now can offer a ton of content and it’s
TV Shows… 
 offered refreshes regularly so you’re not stuck always there for you.  As well, there’s no need for
whenever I want it and NOW. watching the same content over and over again. more complicated hardware than a simple set-top-
box from your favourite provider. 
>>AXN Now allows me to get home in the
evening, hit a button on your remote and you’re
presented with a list of content that you can pick
and choose from at your leisure.  From family
favorites to movies and shows you may have
missed, VoD can offer a ton of content and it’s
always there for you.
 AXN NOW NETWORK PROFILE

BRAND PLATFORM (REVISED)

AXN NOW IS THE 
 AXN NOW IS THE 
 AXN NOW IS THE

NEVER-MISS-IT brand. WHY-GO-OUT brand NOW MEETS EASY brand.

>>Where you catch up, stay hip, get current, live >> Why staying home is the new going out, only
in the now, get back in the groove, discover what better. And why wouldn’t it be, with so much >> When want it now. We so get it. Good things
all the buzz is about. From family favorites to amazing entertainment just a click of the remote come to those who wait, but when it comes to great
movies to shows, missing out the first time is no away. Your time is divided, your schedule is entertainment, we’re the brand of “why wait?” Some
big deal. VOD brings tons of awesome content, packed, so it’s a good thing everything you’re things are just too good, can’t any longer, so wXN
while it’s still being buzzed about. Miss nothing. looking for is closer than you think. Minus the valet Now can offer a ton of content and it’s always there
Love all of it. and long lines. for you. 

>> Who has time for complicated? Connecting to

AXN couldn’t be more simple. The only hardware is
set-top-box from your cable provider. It’s not a
difficult concept: you deserve something easy and
awesome.  

Whether it’s Boy Meets Girl, Hero Meets Villain, or

Tears Meet Tissue, it all starts with Now Meets
Easy.