New Delhi, 23 March 2012 – This week’s CASBAA India Forum mapped out the direction of the multichannel TV industry across India’s market of 120 million cable TV subscribers. Almost 200 delegates, speakers and media were on hand to discuss the most important opportunities emerging from the ongoing digital deployments.

“The Forum 2012 provided the ideal platform to monitor the progress of the impending deadlines and to review the overall health of the multichannel-TV industry in India,” said Simon Twiston Davies, CEO, CASBAA. “India is at a crossroads and there are real opportunities that will be created once the first stage of the digitisation process is completed in the next 18 months.”

Mr. Uday Kumar Varma, Secretary, Ministry of Information & Broadcasting delivered the opening keynote at the CASBAA Forum. As the fragmented cable TV industry “irrevocably” moves towards digitisation, Secretary Varma foresees the long-term benefits as transforming both the quality and quantity of television content and delivery across India.

However, Ashok Mansukhani, President of national backbone provider’s association, the MSO Alliance, said that in order to meet the ambitious government deadlines, the regulatory “rules” and tariff rates must be clearly articulated and enforced by the government to avoid “chaos”. Certainly, the cable TV sector is committed to the task: “If the government is ready with the answers, the industry is ready to meet the deadlines.”

Several speakers emphasized that another potential hurdle on the road to digitisation is the availability of sufficient digital set-top-boxes. However, Secretary Varma remains confident the industry can meet Indian consumer demand with 2.5 million set-top boxes in stock with a further seven million on order.

Indeed, the outlook is positive said Narayan Rao, President, News Broadcasters Association, and Exec Vice Chairman at broadcaster NDTV, who believes digitisation will provide a huge potential for the entire industry in the form of new revenues – “Digital subscription TV revenues are expected to ease some of the pain of carriage fees for broadcasters and should be a game changer in the long run.”

As digital distribution becomes the norm, advertisers will also benefit from the increased shelf space as well as data accessibility with more accountability and creativity, said Vikram Sakhuja, the CEO of GroupM South Asia during a final Keynote

Sakhuja noted that digitisation will provide cable TV operators with a vast and sophisticated database of information on the viewing habits of consumers, “the holy grail of targeting” with immense monetisation possibilities. “If there are just four million digital TV homes to begin with, you will find that advertisers will be beat a path to your doors.”

“If successful, the massive Indian digital conversion will be the most aggressive digital cable TV roll-out in the world,” added Twiston Davies.

The CASBAA India Forum 2012 was staged on March 20 at the Shangri-La hotel, New Delhi. Additional speakers included government representative Supriya Sahu (Joint Secretary, Broadcast & Policy, Ministry of Information and Broadcasting) along with Sanjay Behl (CEO – DTH & IPTV and Group Head – Brand & Marketing, Reliance Communications), Paul Brown-Kenyon (CEO, MEASAT), Tom Choi (CEO, ABS), Sabrina Cubbon (VP, Sales & Marketing, AsiaSat), Rajiv Khattar (General Secretary, DTH Association of India), Anil Khera (CEO, Videocon d2h), Sunil Lulla (VP, IBF; MD & CEO, Times TV Network), Ravi Mansukhani (MD, IMCL), Deepak Mathur (SVP, Sales, Asia Pacific and the Middle East, SES), Harit Nagpal (MD & CEO, Tata Sky), Vikram Sakhuja (CEO, GroupM South Asia), Roop Sharma, (President, COFI), RC Venkateish (CEO, Dish TV) and Andrew Wallace (Chief Commercial Officer, Eutelsat).

The CASBAA India Forum 2012 was generously supported by Forum Partner STAR India and the Ministry of Information and Broadcasting and sponsors ABS, AsiaSat, Cisco, Eutelsat, MEASAT, SES and TRACE Sports.

For more information, please visit http://www.casbaa.com/events/events-calendar/details/305-casbaa-india-industry-forum.

# # #

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital pay TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 million connections through a footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of pay 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.

Stay Connected: Twitter | Facebook

—

For enquiries, please contact:
Desmond Chung, PR & Communications Manager, CASBAA
Tel: +852 3929-1712
Email: desmond@casbaa.com

Adela Chen, Director, Marketing & Communications, CASBAA
Tel: +852 3929-1711
Email: adela@casbaa.com

 

Digitisation and Beyond

Hong Kong (8 March 2012) – Despite a nearly US$7 billion multichannel TV market, only 60% of India’s vast population owns a television. The CASBAA India Forum 2012: Beyond Digital, staged on 20 March 2012 at the Shangri-La Hotel, New Delhi, will examine important issues affecting multichannel TV in India.

The government mandate to digitise India’s fragmented cable TV networks should provide a boost for the economy and increase consumer choice, competition, broadcast revenues, cable and direct to home (DTH) subscriptions – and investment. But with the deadline for the digitisation of cable TV systems in New Delhi, Mumbai, Kolkata and Chennai just months away, how will India cope with the transition from analogue to digital?

“Recognising the capacity for massive growth tempered by regulatory and logistical challenges, CASBAA continues to focus its attention on the multichannel TV industry in India,” said Simon Twiston Davies, CEO, CASBAA.

Topics covered at the Forum will range from the impending digitisation deadline to bandwidth supply, India’s regulatory environment, content creation and advertising opportunities.

A roster of influential global and domestic speakers will provide insights into the future of multichannel TV in India through thought-provoking keynotes and panel discussions including senior officials from the Indian government, Uday K. Varma (Secretary, MIB), JS Sarma (Chairman, Telecom Regulatory Authority of India) and Supriya Sahu (Joint Secretary (Broadcast & Policy), MIB).

Among other confirmed participants at this year’s Forum are Sanjay Behl (CEO – DTH & IPTV and Group Head – Brand & Marketing, Reliance Communications), Paul Brown-Kenyon (CEO, MEASAT), Rajiv Khattar (General Secretary, DTH Association of India), Sunil Lulla (Treasurer, IBF; MD & CEO, Times TV Network), Ashok Mansukhani (President, MSO Alliance), Deepak Mathur (SVP, Sales, Asia Pacific and the Middle East, SES), Harit Nagpal (MD & CEO, Tata Sky), Anil Prakash (General Secretary, IPTV India Forum), Narayan Rao (President, News Broadcasters Association; Exec Vice Chairperson, NDTV), Vikram Sakhuja (CEO, GroupM South Asia), Roop Sharma (COFI), Sadanand Shetty (VP & Sr. Fund Manager, Taurus Asset Management Co. Ltd.) and RC Venkateish (CEO, Dish TV).

The CASBAA India Forum 2012 is generously supported by Forum Partner STAR India and sponsors ABS, AsiaSat, Eutelsat, MEASAT and SES.

For more information, please visit the CASBAA India Forum 2012 at www.casbaa.com.

###

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 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.

For enquiries, please contact:

Desmond Chung
PR & Communications Manager, CASBAA
Tel: +852 3929-1712
Email: desmond@casbaa.com

Adela Chen
Director, Marketing & Communications, CASBAA
Tel: +852 3929-1711
Email: adela@casbaa.com

Hong Kong, 2 March 2012 – Indonesia’s pay-TV market is taking off, speakers told a capacity crowd of delegates at CASBAA’s Indonesia in View: Growing Pay TV forum, held in Jakarta on February 29th. With more than 2 million paying subscribers at the beginning of 2012, a host of new distribution platforms coming online, and strong economic fundamentals, Indonesia is looking to become one of Asia’s fast-growth TV success stories.

Executives from Indonesian players as well as international content and service suppliers underlined the country’s potential but cautioned that there were still hurdles to overcome in order to ensure continued expansion. The Forum attracted over 250 speakers, delegates and media to discuss the future of the market and prospects for further growth.

“The global pay-TV community realizes the importance and potential of this key market in the Asia-Pacific,” said Simon Twiston Davies, CEO, CASBAA. “The Forum enabled business leaders, both local and international, to truly understand the dynamics of pay TV in Indonesia.”

In closing the seminar, Twiston Davies noted that industry players both old and new are developing commercial offerings that appeal to a host of new consumers. But, he said, important issues still need to be resolved in order for the pay-TV landscape to continue to thrive.

• Churn and collection issues are significant, and the success or failure of operators will rest on the ongoing acquisition and subsequent retention of customers and the ability to effectively collect revenues from subscribers.

• The regulatory environment – relatively positive and market-friendly to date – has some risks, as political forces undertake revisions of key broadcasting legislation.   Dadang Hidayat, member and former chair of the Indonesian Broadcasting Commission (KPI), told one panel that regulation of pay-TV programming had been more lenient than free-TV content, but there was increased scrutiny likely in the future.

• Piracy also remains a problem, with weak and inconsistent protection for legitimate players. The conference heard from Budi Setiyanto, operator of Sumatran cable system Smart Media, that he had built a business based on licensed content, only to find a competing network hijacking his customers by offering dirt-cheap prices based on distribution of pirated content. Arya Sinulingga, Secretary-General of Indonesian media association APMI, called for stronger enforcement against piracy – now!

Other speakers commented on the difficult competition pay-TV faces from Indonesia’s strong free-to-air TV industry. “Local content is king,” said John Riady, a Director of longtime Jakarta cable operator Lippo Group. His panel discussed indigenous content options, and agreed pay-TV has to develop differentiated content of its own that can attract viewers. Meanwhile, representatives of international networks spoke of plans already underway to ramp up production of localized content.

With increased competition regarded generally as a constructive development, several speakers underlined that the Indonesian market is big enough to support all the multiple players.

Speakers who participated in the Indonesia in View: Growing Pay TV forum included Ezki Tri Rezeki Widianti (Vice Chair, Indonesian Broadcasting Commission (KPI)), Dr. Ir. Titon Dutono M. Eng (Director of Resource Planning, Ministry of Communication and Information Technology), Syamsul Lussa (Director of Film, Ministry of Culture & Tourism), Suzy Sayers (CEO of content producer, PT Tiga Citra Sinema), Arya Mahendra Sinulingga (Secretary General, APMI), Campbell Walker (Territory Head, Indonesia, Fox International Channels) and senior execs from Indonesian pay-TV operators Aora-TV, First Media, Okevision and Telkomvision).

“We are delighted with the quality of the meeting and CASBAA will continue to promote ongoing dialogue between government, industry and the public to promote pay TV in the country,” added Twiston Davies.

CASBAA Indonesia in View: Growing Pay TV was presented in association with Kominfo and KPI.

For more information, please visit http://www.casbaa.com/events/events-calendar/details/297-indonesia-roundtable.

# # #

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital pay TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 million connections through a footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of pay 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.

Stay Connected: Twitter | Facebook

—

For enquiries, please contact:

Desmond Chung, PR & Communications Manager, CASBAA
Tel: +852 3929-1712
Email: desmond@casbaa.com

Adela Chen, Director, Marketing & Communications, CASBAA
Tel: +852 3929-1711
Email: adela@casbaa.com

Hong Kong, 22 February 2012 – Seven of the biggest regional multichannel television networks presented their upcoming programming to more than 60 media buyers, agency heads and clients during TV Upfronts – The Hong Kong Screenings.

The screenings staged on February 21, promoted in association with Campaign Asia-Pacific, built on the success of the inaugural Upfronts held in Singapore last December to promote the power of advertising on multichannel TV across Asia.

“Multichannel TV is a powerful medium to maximize ROI for marketers,” said Marcel Fenez, Chairman of CASBAA. “While the numbers from our recent research show that costs can be lowered and reach increased by advertising on multichannel TV, these screenings truly showcase why this medium is so popular – because of the diversity of content available to viewers in Asia.”

Participants in the showcase included AETN All Asia Networks, Bloomberg, Discovery Networks Asia-Pacific, FOX One Stop Media, NBCUniversal, SPE Networks-Asia and Turner Broadcasting System Asia Pacific who unveiled new programming illustrating the appeal of multichannel TV to targeted markets and a range of demographics. Agency participants included Carat, GroupM Regional, MediaCom, Mindshare, MPG, MEC, OMD, Maxus, PHD and UM.

Guest speaker Sean Rach, Director, Regional Marketing, Prudential Corporation Asia, presented a case study on the benefits of using multichannel TV to help parents in Asia build money-smart values for children aged seven to 12.

“Multichannel TV can no longer be perceived as a niche platform for advertisers anymore, with penetration surpassing 50% of TV homes across Asia,” added Fenez. “CASBAA will further promote the power of multichannel TV across Asia with additional TV Upfronts across the region later this year.”

###

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 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.

About Campaign

Campaign Asia-Pacific is the region’s leading marketing, advertising and media industry magazine and online network. Delivering all the latest industry news and publishing benchmark research, analysis, marketing sector and platform reports, Campaign offers the region’s decision makers and influencers insights into a fragmented marketing and media environment across multiple markets.

To find out more, please visit www.campaignasia.com

—

For enquiries, please contact:

Desmond Chung, PR & Communications Manager, CASBAA
Tel: +852 3929-1712
Email: desmond@casbaa.com

Adela Chen, Director, Marketing & Communications, CASBAA
Tel: +852 3929-1711
Email: adela@casbaa.com

Hong Kong, 14 February 2012 – Indonesia in View: Growing Pay TV, an in-depth forum on the country’s pay-TV industry, will be held on Wednesday, 29 February 2012 in Jakarta at the Hotel Mulia Senayan.

The Indonesian economy grew by 6.5 percent in Q4 2011, “a level not seen since before the 1990s Asian crisis” – and the media economy is growing even faster with the country’s pay-TV industry recently passing the 2-million subscriber mark. With growth spurred by innovative pricing strategies, higher quality content and new advertising strategies, there is plenty of room to expand as new players enter the landscape…but competition could be tough.

“With this forum, CASBAA and the international industry recognize the growing role of Indonesia in this important facet of the regional information economy,” said Simon Twiston Davies, CEO, CASBAA.

As part of CASBAA’s mandate to inform, represent and connect, Indonesia in View: Growing Pay TV will highlight increased distribution and a fast-growing advertising sector, supported by changes in broadcasting laws.

CASBAA has assembled a stellar cast of local and international experts to explore the hot issues affecting the future of Indonesia’s pay-TV industry – from content to regulation to piracy and more.

Invited to open the event is Minister Tifatul Sembiring, Ministry of Communication and Information Technology.

Also scheduled to participate at the forum, among many leaders of industry and government, are Dadang Rahmat Hidayat (Chairman, KPI), Syamsul Lussa (Director of Film, Ministry of Culture & Tourism), Susy Sayers (CEO, PT Tiga Citra Sinema), Arya Mahendra Sinulingga (Secretary General, APMI), Campbell Walker (Territory Head, Indonesia, Fox) and Agnes Widiyanti (Director of Broadcasting, Kominfo).

CASBAA Indonesia in View: Growing Pay TV is presented in association with Kominfo and KPI.

For more information, please visit http://www.casbaa.com/events/events-calendar/details/297-indonesia-roundtable.

# # #

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital pay TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 million connections through a footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of pay 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.

—

For enquiries, please contact:

Desmond Chung, PR & Communications Manager, CASBAA
Tel: +852 3929-1712
Email: desmond@casbaa.com

Adela Chen, Director, Marketing & Communications, CASBAA
Tel: +852 3929-1711
Email: adela@casbaa.com

The Multichannel Multiplier: Double Your Reach

Hong Kong, 31 January 2012 – CASBAA has released a powerful first-of-its-kind reach and frequency analysis of the definable returns on media investment in multichannel TV advertising.

Commissioned by CASBAA and executed by global media agency Universal McCann, the study measures the benefits of allocating variable percentages of a US$1.75m TV budget on multichannel TV and Free-to-Air (FTA) in seven key Asia-Pacific markets: Australia, Hong Kong, the Philippines, India, Malaysia, Singapore and Taiwan.

“The clear advantage of advertising on multichannel TV becomes self evident when simulating real-life budgeting scenarios via robust Peoplemeter data,” said Simon Twiston Davies, CEO, CASBAA. “The numbers demonstrate that multichannel TV makes undeniable fiscal sense when reach and return on investment are optimized.”

“This powerful new look at TV data allows to us to better understand that for a regional campaign, switching a portion of the budget onto regional multichannel TV channels means we can deliver higher reach at a lower cost-per-thousand for our clients,” said Chris Skinner, Managing Director, Universal McCann Hong Kong.

Highlights from the study (audience: 4+):

• In the seven markets measured, a 100% allocation of a $1.75m budget to FTA results in a campaign viewed by just 33% of the TV population.
• Campaign reach increases from 33% to 56% when half of the TV budget is redistributed to multichannel TV from FTA only TV allocation.
• A 50/50 combination of FTA and multichannel TV sees total impressions (gross number of times a commercial is viewed) multiplied by 2.5 times from an FTA only schedule: increasing from 537 million to 1.4 billion.
• Using multichannel TV lowers cost per thousand (CPT) by up to 60% in a 50/50 multichannel TV/FTA combination versus an FTA only schedule.

 

“Campaigns that allocate part of their terrestrial TV budget to multichannel TV reap the rewards,” added Twiston Davies. “The research tells us that you can effectively double your reach, increase the viewing frequency of ads, and lower your CPT – all with no extra investment.”

A similar trend was also monitored when the demographics data was analyzed to reflect key age, gender and socio-economic groups.

In the coming months CASBAA will release yet more data from two other global media agencies supporting the case for multichannel TV advertising.

The complete study is available at http://www.casbaa.com/atac/features.

# # #

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17

geographic markets, CASBAA and its Members reach over 420 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.

—

For enquiries, please contact:

Desmond Chung, PR & Communications Manager, CASBAA
Tel: +852 3929-1712
Email: desmond@casbaa.com

Adela Chen, Director, Marketing & Communications, CASBAA
Tel: +852 3929-1711
Email: adela@casbaa.com

CASBAA Cares

Hong Kong, 8 December 2011 – Members of the multichannel TV industry in the Asia Pacific have rallied to raise more than US$72,000 for Plan International Hong Kong.

“We could not be more pleased with the generosity shown by individuals and organisations to support Plan International’s Early Childhood Care and Development Project benefitting underprivileged children in the Philippines,” said CASBAA CSR Committee Co-Chair, Doug Fraser of Australia Network.

James R. Murray, CEO of Plan Hong Kong said that “the partnership between CASBAA and Plan International Hong Kong demonstrates the value of professional associations such as CASBAA and its members who are committed to addressing the ills that affect children without access to the basics of good health, nutrition and education.”

Through a combination of individual and corporate donations along with a Top Table competition and silent auction during the annual CASBAA Charity Ball presented by Turner at the CASBAA Convention 2011, the Association raised much needed funds that will assist children living in poverty in the Philippines.

As part of CASBAA Cares, the partnership between CASBAA and Plan International Hong Kong supports over 5,600 children aged two to five living in rural areas of Masbate in the Philippines.

Plan International is a leading development organisation specifically focussed on children, supporting more than 1.5 million kids and their families around the world.

# # #

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 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.

—

For enquiries, please contact:

Desmond Chung
PR & Communications Manager, CASBAA
desmond@casbaa.com
Tel: +852 3929 1712

Adela Chen
Director, Marketing & Communications, CASBAA
adela@casbaa.com

CASBAA Cares

Hong Kong, 8 December 2011 – Members of the multichannel TV industry in the Asia Pacific have rallied to raise more than US$72,000 for Plan International Hong Kong.

“We could not be more pleased with the generosity shown by individuals and organisations to support Plan International’s Early Childhood Care and Development Project benefitting underprivileged children in the Philippines,” said CASBAA CSR Committee Co-Chair, Doug Fraser of Australia Network.

James R. Murray, CEO of Plan Hong Kong said that “the partnership between CASBAA and Plan International Hong Kong demonstrates the value of professional associations such as CASBAA and its members who are committed to addressing the ills that affect children without access to the basics of good health, nutrition and education.”

Through a combination of individual and corporate donations along with a Top Table competition and silent auction during the annual CASBAA Charity Ball presented by Turner at the CASBAA Convention 2011, the Association raised much needed funds that will assist children living in poverty in the Philippines.

As part of CASBAA Cares, the partnership between CASBAA and Plan International Hong Kong supports over 5,600 children aged two to five living in rural areas of Masbate in the Philippines.

Plan International is a leading development organisation specifically focussed on children, supporting more than 1.5 million kids and their families around the world.

# # #

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 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.

—

For enquiries, please contact:

Desmond Chung
PR & Communications Manager, CASBAA
desmond@casbaa.com
Tel: +852 3929 1712

Adela Chen
Director, Marketing & Communications, CASBAA
adela@casbaa.com

CASBAA TV Upfront

Hong Kong, 1 December 2011 – CASBAA, in association with Campaign Asia Pacific, is to stage its inaugural TV Upfront – The Singapore Screenings on Tuesday, December 13, 2011 at the Goodwood Park Hotel, Singapore. A half-day networking and preview experience for media buyers, agency heads and clients and led by the Asia TV Advertising Coalition (ATAC), the invitation-only presentations will promote pay-TV as an effective promotional tool for companies looking to maximize marketing budgets.

“The objective is to promote the multichannel TV industry as a single dynamic entity,” said Marcel Fenez, Chairman of CASBAA. “With the region’s multinational broadcasters presenting their upcoming programming for 1H 2012, there has never been a better opportunity to show media buyers the advantages pay-TV advertising.”

Participating networks will include Discovery Networks Asia, Fox International Channels, NBCUniversal, Bloomberg, A+E Networks, MTV Asia, Sony Pictures Television Entertainment and Turner International through special screenings of their most compelling upcoming programming for the next season.

Special guest speakers Andy Wilson, Chairman of Asia Planning Council, BBDO/Proximity will present a strategic overview of the industry to attendees and Brian Fisher, Caltex Global Brand Manager, Chevron International will offer a case study on the creativity and effectiveness of using pay-TV.

With multichannel TV now in more than 50% of TV homes across Asia, the power of pay-TV is amplified through new research commissioned by CASBAA from Universal McCann.

Based on a notional regional advertising budget of just US$1.5 million, new data demonstrates that investing progressively more on Pay-TV and less on free-to-air (FTA) yields improved ROI for clients. The findings show that an advertising message will be viewed by more people when the share of investment on pay-TV increases versus FTA.

“With multichannel TV’s fast rising penetration in Asia, it can no longer be considered a “niche” platform but a valuable marketing tool garnering the greatest reach and efficiency for advertisers,” added Fenez.

###

About CASBAA – www.casbaa.com

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia for the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 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.

About Campaign

Campaign is a globally recognised brand within the advertising and marketing industries, synonymous with quality in the hearts and minds of opinion-forming agency and marketing personnel across the world.

Launched in the UK in 1968, Campaign has grown into a global brand serving the broader marketing, digital, advertising, PR and media industries. Following brand alignment in Asia, the fortnightly Media magazine has been superseded by Campaign with print editions in India and Asia-Pacific and a network of websites for India, China (including Hong Kong and Taiwan – English and Chinese versions), Singapore and the wider Asia-Pacific region.

Campaign delivers market-leading content to industry opinion-formers and decision-makers wherever and however you want to access it – whether catching up on the latest industry news, videos and blogs online or on a mobile device, studying in-depth analysis and reports in our print magazines, hearing from the world’s key industry speakers at market-leading conferences or celebrating excellence and best practice at our awards festivals.

Campaign Asia-Pacific sets its stall on quality, measured by the right people paying to read it: It has a circulation of 12,006 copies and was 70% paid-for; 100% of agency copies are paid-for; 64% of copies to marketers are paid-for.*

* Source: BPA Audit Oct – Dec 2010

To find out more, please visit www.campaignasia.com

—

For enquiries, please contact:
Desmond Chung, PR & Communications Manager, CASBAA
Tel: +852 3929-1712
Email: desmond@casbaa.com

Adela Chen, Director, Marketing & Communications, CASBAA
Tel: +852 3929-1711
Email: adela@casbaa.com