CASBAA Upfronts unites broadcasters
Louise Duffy ©RapidTVNews | 21-12-2011
Eight multichannel TV networks from across Asia Pacific took part in the inaugural Asia Pacific TV Upfronts on 13 December in Singapore, presented by CASBAA in association with Campaign Asia Pacific.
The eight CASBAA networks presented a unified message from the region’s leading broadcasters, previewing the CASBAA channels’ most exciting highlights for 2012 to more than 20 selected decision-making media buyers, agency heads and clients.
“Where individual broadcasters have previously presented as single entities before, CASBAA is delighted to provide the Asia Pacific multichannel TV industry with a platform to demonstrate a consolidated view on the power of advertising on pay TV,” said Marcel Fenez, chairman of CASBAA.
“We look forward to more joint Upfronts and are already planning for the next one in Hong Kong during Q1 of 2012.”
Broadcasters A+E Networks, Bloomberg Television, Discovery Networks Asia, Fox International Channels, NBCUniversal, MTV Asia, Sony Pictures Television Entertainment and Turner International all participated in the special screenings.
Additionally, guest speaker Andy Wilson, chairman of the Asia Planning Council, BBDO/Proximity shared his insights into people’s engagement with their mobile devices, TV’s and PCs. “TV’s primary role is to entertain and offer an emotional connection with audiences,” he said.
Brian Fisher, Caltex global brand manager at Chevron International, also spoke on his brand’s experiences with pay-TV and other content. “Brands need better ways to have more interesting integrated conversations through compelling and local content. Sell us the whole package and not the spots,” he concluded.
“The reach and return on investment of pay-TV can no longer be denied,” added Fenez. “With multichannel TV now in more than 50% of TV homes across Asia, compelling content offered by leading broadcasters and affluent, targeted demographics, it just makes good business sense to invest in multichannel TV in the region.”