MUMBAI: The two channels from the SPE Networks Asia stable, AXN Asia and Animax Asia have undergone a re-organisation with new hires and promotions of key personnel. A strategic attempt by the organisation to facilitate expansion and boost the channel profiles in the region.

AXN director-programming Wong Yan-Jong, has been promoted to executive director and will oversee the programming of AXN Asia and manage the functions of marketing and creative services. The enlarged portfolio will give her a bird's eye view of the brand, ensuring consistency in strategy planning right through to the execution of on-air and off-air activities, informs an official release.

Also within the AXN team, Kartik Budhraja has been promoted from senior producer to associate director of creative services at AXN. He leads a team of producers for various feeds including East Asia, Taiwan, Korea and India.

At Animax, vice-president Asia Betty Tsui will similarly oversee the critical functions of programming, marketing and creative services, as well as conquering new markets to expand the channel's reach.

The Animax brand was given a new look and image in June 2006 and in its effort to ensure a smooth execution of the revamp, two significant additions were made to the Animax team -Judy Chow is the new marketing director; while Garry Hui joins as the associate director for programming. Together, they will have the responsibilty to identify programmes and marketing initiatives that will connect and interact with today's youths, adds the release.

In addition, Tracy Wong was promoted from senior producer to associate director of creative services, overseeing on-air activities for Animax across all feeds, including the launch of the new on-air branding. Prior to February 2006, Tracy was the senior producer for AXN East Asia feed, where she showcased her creativity through various on-air campaigns that garnered numerous awards, including two Gold awards at Promax Asia 2005.

Also, a new affiliate marketing manager has been hired to take care of affiliate marketing - Shyanne Chao joins SPE Networks Asia from StarHub, and will be dealing with cable partners around the region.

These structural changes come in response to the organization's attempts to consolidate the programming and brand marketing of their two channel brands during last three months.