AXN Beyond to be rebranded beTV on 2 April

MUMBAI: Sony Pictures Television Networks is rebranding AXN Beyond as beTV across Asia.

Beginning 2 April, the new beTV channel will feature an expanded content line-up and a new on-and-off-air look and feel, with a channel ?personality? to match.

Sony Pictures Television senior VP, GM, Networks, Asia Ricky Ow said, "We have been broadening the appeal of AXN Beyond by introducing a wider range of programming such as Pan Am, Necessary Roughness and A Gifted Man. Renaming the channel to beTV better reflects the broad general entertainment service that it offers. We believe beTV will soon become the new entertainment ?hang-out? for viewers to relax, laugh, catch up with their favourite characters and shows, or just unwind after a long day".

A slate of light entertainment programming will be added including Rob, Rob Schneider?s latest sitcom based loosely on his real-life whirlwind romance and marriage; while reality show ?I Get That A Lot? sets up celebrities like Heidi Klum, Martha Stewart, LeAnn Rimes and Jessica Simpson in everyday jobs such as wait and sales staff, with hidden cameras capturing reactions of unsuspecting customers and passers-by.

Scripted favourites such as ?Everybody Loves Raymond?,

featuring Ray Romano and Touched by an Angel starring Roma Downey and Della Reese, will be familiar additions.

beTV viewers can also continue to enjoy returning seasons of drama series including ?Sherlock? featuring Benedict Cumberbatch, sci-fi themed shows ?Teen Wolf? and ?Supernatural?, comedy dramas ?Chuck? and ?How to be a Gentleman?, along with medical drama ?Grey?s Anatomy?.

beTV will sport a logo and identity in vibrant orange complemented by a set of warm colours to offer an on-air look that is both casual and contemporary. The beTV rebrand will be seen in 15 markets including Brunei, Cambodia, Fiji, Hong Kong, Indonesia, Malaysia, Maldives, Mongolia, Palau, Papua New Guinea, Philippines, Singapore, South Korea, Sri Lanka and Thailand.