APAC confirms place as engine room of multichannel TV
Editor | 30-10-2012
Asia Pacific is driving multichannel TV sector according to data released by CASBAA , showing the region accounts for more than half (53%) of global multichannel homes.
“Now even as the rest of the world worries about overall economic indicators, the Asia pay-TV market remains in robust health,” said Simon Twiston Davies, CEO of the region’s association for digital multichannel TV, content, platforms, advertising and video delivery who also revealed that APAC added 39 million homes over the last 12 months and now totals 446 million multichannel homes and a 57% penetration of TV homes.
In a further indication of the size and strength of the market, 70% of viewers in Asia Pacific watch multichannel TV, even as terrestrial TV viewership continues to shrink. That said, the research confirmed that TV in general remains the dominant advertising medium accounting for 61% of global adspend.
Attempting to attribute reasons for the growth, CASBAA suggested that affluent Asian multichannel TV audiences are early adopters and comfortable with pay-TV advertising. Indeed it added that TV adspend in China, India, Indonesia and Hong Kong is positioned to fulfil aggressive growth predictions made for Y/E 2012 while new markets such as Myanmar, Mongolia, Sri Lanka and Cambodia are becoming central to the positive growth story.
Propelling the market is, CASBAA observed, the way technology is “relentlessly changing the way we view [HDTV], 3D, VOD and OTT platforms – and the third screen is ‘everywhere’.“ CASBAA also expects global sales of tablets expected to pass 127 million in 2012, up from 82 million units in 2011.
“The opportunity to significantly enhance viewer interaction with TV programming through companion screens is re-energising viewer engagement,” added Twiston Davies.