Hong Kong, September 19, 2007 – Regional advertising agencies and clients today gained access to www.thepowerofpaytv.com, a dedicated website for the client and agency community highlighting the vast marketing opportunities to reach customers from the Asia Pacific pay-TV industry.
The site, launched by the Cable & Satellite Broadcasting Association of Asia (CASBAA), houses industry research along with TV network data, client case studies and the latest industry news. “The idea is to deliver a ‘one-stop’ pay-TV advertising information resource for media planners across the region,” said Paul Corrigan, the CASBAA Consultant who coordinated development of the site.
“It’s time for the pay-TV industry to further demonstrate to marketers how much has changed in the advertising environment. Most markets with a viable pay-TV advertising medium now have reliable measurement making the industry more accountable than ever to clients”.
Thepowerofpaytv.com has been created in recognition of the changing shape of the broadcasting market and the fact that both clients and agency planners have far more choice as to where to invest their advertising budgets than a few years ago.
Based on the latest facts and figures, the evidence demonstrates that pay-TV should be an integral part of all major marketing campaigns.
“The power of pay-TV continues to gather pace across the region with more than a quarter of a billion Asia Pacific homes now taking the multichannel option,” said Simon Twiston Davies, the CEO of CASBAA. “The new initiative marks an unprecedented collaboration between traditionally fiercely competitive regional pay-TV networks as well as cooperation with local platform operators”.
With increasing pressure on media planners as they consider the host of options beyond ‘traditional’ media, CASBAA has taken the initiative to design an online tool aimed at streamlining decision-making. Thepowerofpaytv.com website details the merits of using pay-TV as part of a fully integrated marketing solution.
“The niche targeting opportunities offered by multichannel TV offer an attractive and cost effective solution for marketers. For those who fail to recognise the growth of pay-TV there is a risk that they are failing to build a relationship with an increasingly large proportion of their customer base,” said Corrigan.
According to CASBAA, pay-TV continues to take audience share from the free-to-air channels while regional research shows that pay-TV demonstrably out-performs regional print in terms of audience reach.
For more research data, information and news about the pay-TV industry in Asia, get connected with www.thepowerofpaytv.com
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About CASBAA – www.casbaa.com
The Cable & Satellite Broadcasting Association of Asia (CASBAA) is an industry-based advocacy group dedicated to the promotion of multi-channel TV via cable, satellite, broadband and wireless video networks across the Asia-Pacific. CASBAA represents some 125 Asia-based corporations, which in turn serve more than three billion people. Members include AETN International (History Channel), Asia Broadcast Networks, Asia Broadcast Satellite, AsiaSat, Astro, Australia Network, Bloomberg Television, Chunghwa Telecom, Discovery Networks Asia, Genesis Networks, Granada International/ITV Worldwide, HBO Asia, Intelsat, Macquarie, MediaFLO Technologies, Motorola, MTV Networks Asia Pacific, Nokia, now TV, PricewaterhouseCoopers, Sony Pictures Television International, STAR Group, Sun Microsystems, TrueVisions, Turner International Asia Pacific, Walt Disney Television International, Zonemedia, Al Jazeera, Amarchand Mangaldas, Asian Food Channel, BBC Global Channels Asia-Pacific, Celestial Movies, ESPN STAR Sports, GMA Network Inc., GroupM, Fu Yang Media, HiT Entertainment, Hong Kong Cable, Irdeto, KDB Skylife, Lovells, Measat, MGM Networks, Minter Ellison, National Geographic, Network18, Paul Weiss, Playboy TV, ProtoStar, PT Direct Vision, SAT-GE, Tandberg Television, Tata Sky, Ten Sports, TimeWarner, Viaccess and Zee TV.
For enquiries, please contact:
CASBAA
Helen Shek / Katie Wong
CASBAA Communications
Tel: +852 2854 9913
Fax: +852 2854 9530
Email: pr@casbaa.com