MANILA, Philippines -- Sony Pictures Televisions Asia is rebranding one of its cable channels in a bid to provide viewers with "much more user-friendly" programs.
Starting April 2, AXN Beyond will be called "beTV" and will feature more "light entertainment" shows. Company executives flew in from Singapore to attend the launch of the new brand at the InterContinental Manila hotel in Makati City.
Gregory Ho, vice president for communications, marketing and digital of Sony Pictures Televisions Asia, said beTV will be "warm, inviting and casual, like your neighborhood cafe or wine bar."
"BeTV will have the three Es: entertaining, engaging and easy viewing...It will be very different from AXN," Ho said.
"It will widen the appeal of the channel," he added.
Ho said the beTV brand will be seen in 15 markets including the Philippines, Brunei, Cambodia, Fiji, Hong Kong, Indonesia, Malaysia, Maldives, Mongolia, Palau, Papua New Guinea, Singapore, South Korea, Sri Lanka and Thailand.
New "easy-to-watch" shows will be added to the channel's mix of dramas and sci-fi themed programs. Some of the titles include "Pan Am," "Necessary Roughness," "A Gifted Man," "I Get That A Lot," "Rob," "Everybody Loves Raymond, "Touched Like An Angel" and the newest season of reality cooking contest "Top Chef."
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