Multichannel TV Brings Ad Benefits

The benefits of advertising on multichannel TV was the main theme at the CASBAA TV Upfronts 2013 - The Hong Kong Screenings, held during October 31, the second day of the CASBAA Convention 2012.

“The seminar aims to offer a clear understanding of key trends in the Asia Pacific broadcasting industry. In today’s session, we examined the impact of multichannel TV on advertising, and why it offers a strong platform to build revenues,” said Simon Twiston Davies, CEO, CASBAA.

A prestigious cast of advertising influencers from BBC Worldwide, Discovery Networks Asia Pacific, History Channel, NBCUniversal, Sony Pictures Television Entertainment, and Turner International Asia Pacific shared their insights on how this trend is shaping the industry.

“Multichannel TV offers a very flexible platform to produce great content,” said Jenny Setnicker, Head of Advertising Development, CASBAA AD in her opening session entitled Multichannel TV-Making an Impact. “By reaching almost one billion or 57% homes in the Asia Pacific region, it definitely has a strong impact on the growth of the broadcasting industry,” she added.

The seminar unearthed key regional factors for this growth, including rising income, urbanization and ongoing innovations. Multichannel TV average audience numbers are now higher versus terrestrial TV, and still growing. The percentage share of spend on advertising is the biggest in the television/broadcast media, with strong growth seen in in Hong Kong, Indonesia, Philippines, and Thailand pointed out Setnicker, adding that at this rate it can outpace terrestrial TV growth.

Presenters, including Sunita Rajan, SVP, Advertising, Asia, BBC Worldwide; Jack Lim, VP Advertising Sales & Marketing, SPE Networks Asia, Sony Pictures Entertainment; Jacqueline Tok, VP Advertising Sales, Discovery Networks Asia Pacific; Jonathan Davies, EVP, Global Head of CNNI advertising; Jeremy Carr, VP Regional Entertainment Sales & Marketing, Turner International Asia Pacific; Jennifer Seeto, Consultant, Advertising Sales, NBC Universal; and Charles Less, Head of Advertising Sales, History, echoed Setnicker’s points in their engaging presentations.

They also noted that the viewing experience is becoming more personal. With the rise of smartphones, tablets and other media devices, companion screens are complementing, enhancing and extending viewer experience. In their various presentations they showed how multichannel TV can help to present targeted content, reach quality audiences, offer content choice, and improve value and efficiency.

CASBAA TV Upfronts was the fourth seminar to take place this year. Previously, the seminar was held in Singapore, Kuala Lumpur and Bangkok, and will continue to be organized in Manila and Jakarta later this year.

For more information on CASBAA AD: http://www.casbaa.com/advertising/home

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About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia. Spanning 18 geographic markets, CASBAA and its Members reach 446 million connections through a footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of multichannel TV and video content through industry information, networking exchanges and events while promoting global best practices. To view the full list of CASBAA members please visit here.

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Desmond Chung

PR & Communications Manager

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Adela Chen

Director, Marketing & Communications

Tel: +852 3929-1711

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