Asia Pacific Multichannel TV Advertising
section title
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About CASBAA Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across geographic markets throughout the AsiaPacific. CASBAA and its members reach nearly 470 million connections within a regional footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of multichannel TV and video content via industry information, networking exchanges and events while promoting global best practices. P 186C
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www.casbaa.com CASBAA Executive Office 802 Wilson House 19-27 Wyndham Street Central, Hong Kong Tel: 852 2854 9913 Enquiry: casbaa@casbaa.com
CASBAA AD CASBAA AD represents the leading multichannel broadcasters and platforms and is dedicated to growing revenue opportunities for the advertising and media buying community. CASBAA makes multichannel TV advertising in Asia more targeted and more accountable by connecting pay-TV broadcasters with media buying influencers and brands, and by creating engagement for all stakeholders. www.casbaa.com/advertising CASBAA Singapore Address 261 Waterloo Street #03-32 Singapore 180261 Tel: (65) 9171 4396 Enquiry: casbaaAd@casbaa.com Š2013 CASBAA holds all copyrights to this report unless otherwise stated, and no part thereof may be reproduced or replicated without prior explicit and written permission. Designer: Briana Lang
468 Multichannel homes
can’t be wrong.
www.casbaa.com section title
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contents Fast Facts................................................6 Global Update...................................... 8 Asia Pacific Viewers.........................10 Measurement Guide........................22 The Inside Track................................26 Advertising Revenue......................28 Network Profiles........................... 40
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multichannel tv 2014
Executive Summary Despite doomsday predictions and threats of disruption from cord-cutting, OTT services, and new technology, pay TV continues to grow in distribution, viewing and ad revenue. Multichannel TV penetration in Asia Pacific is now at 468 million homes, and SNL Kagan reports that 58% of the world’s multichannel TV homes are now in Asia Pacific, making it the growth engine of the global industry. Further underlining the importance of this market, People meter data from across the region show 79% of all viewers are watching Multichannel TV in an average month, with the number rising to 86% for affluent audiences. The influence of the affluent market segment cannot be ignored, especially when factored together with the rise in prominence of three-screen viewing (TV, tablet, smartphone). Over 80% of the developed APAC population owns a smartphone, and tablet ownership is as high as 57% in Hong Kong, 47% in Singapore and 42% in Malaysia. The rise of the middle class in the region also means that pay TV is increasingly becoming an option for consumers in developing countries such as Indonesia and Vietnam. Underpinning this growth is the vast array of great quality content now available to viewers. To help ad agencies gain a better understanding of what new programming and creative advertising solutions networks are developing, CASBAA AD, the Association’s advertising advocacy arm, has produced a number of TV Upfronts in the major centres across the region including Singapore, Hong Kong, Thailand, the Philippines, Indonesia and Malaysia. On the other side of the spectrum, CASBAA AD has also embarked on an agency survey initiative in order to further learn about the evolving landscape of the media buying community and how they are evaluating media – in particular pay TV. The results of these surveys will be available later this year. CASBAA would like to thank Jenny Setnicker and Jane Buckthought of CASBAA AD and the various network research, marketing, and sales teams who made this report possible. 5
Non-Terrestrial TV Connections
11.5 of homes in Asia now receive Multichannel TV.
million
pakistan 54%
146.6 million
india 92%
fast facts population........................................ 3,523,632,954 total homes.........................................927,040,742 household size......................................................3.7 television homes.............................805,094,435 multichannel homes.................... 468,338,000 internet users................................. 1,003,920,651
Note: Percentages of homes with Multichannel TV as a percentage of TV homes. Source: : Casbaa, SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen, Astra, Astro, World Bank. Note: This data includes multiple connections to non-terrestrial channels
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multichannel tv 2014
24.5
230.3 million china 53%
14.7
million
japan 29%
south korea 100%
12.4
7.8 million
2.5
million
million
Thailand 65%
15
million
vietnam 61%
3.6 million
malaysia 56%
million
taiwan 97%
hong kong 86%
950
4.3
thousand
million
singapore 65%
indonesia 10%
2.9 million
2.9 million
philippines 20%
920 thousand
new zealand 56%
australia 35%
fast facts
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Global Overview:
Asia Pacific Leads the Way Asia continues to dominate global video growth reaching an estimated 482 million multichannel homes by end 2013 to account for 58% of the global total. Despite rapid growth in recent years, further market increases are on the horizon with multichannel penetration in Asia Pacific forecast to reach 65.4% by end-2014 and continue increasing to 68.7% by 2017. While average revenue remains relatively low, the region’s video subscription economy was estimated at US$33.7 billion for 2012, second only to North America and Western Europe.
total multichannel TV homes 2011-2017
600,000,000
504,979,893 438,228,458
500,000,000 400,000,000 300,000,000 200,000,000 100,000,000 0 2011
2012
2013
2014
2016
ASIA PACIFIC
N. AMERICA
W. EUROPE
LATIN AMERICA
MIDDLE EAST
E. EUROPE
Source: SNL Kagan
8
2015
multichannel tv 2014
2017
share of multichannel tv homes by region 2014 LATIN AMERICA 7%
W.EUROPE 14%
MIDDLE EAST 1%
N. AMERICA 13%
ASIA PACIFIC 58%
E.EUROPE 7%
multichannel tv homes penetration 2014 85.6%
65.4%
69.9% 60.7%
39.8%
12.3%
ASIA PACIFIC
Source: SNL Kagan
E.EUROPE
N. AMERICA
MIDDLE EAST
W.EUROPE
LATIN AMERICA
global overview
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Growth of Multichannel TV Homes
2013
468
2012
446 407
2011
363
2010
326
2009
291
2008 2007
264
2006
255
2005
228
2004
218 181
2003 Millions of homes
10
Source: Casbaa, SNL Kagan, MCN, SARFT, CSM, TAM India, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen multichannel tvSKY, 2014
asia pacific viewers
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The Growing Multichannel TV Audience •
People meter services across Asia Pacific measure multichannel TV audiences and 79% of all people watched multichannel TV in the past month.
•
Multichannel TV average audiences are higher than terrestrial and continue to grow.
•
The most recent PAX data show affluent multichannel TV audiences are receptive to advertising and are early adopters.
100%
asia pacific monthly cumulative audience
100% 50% 50%
71% 66% 66%
69%
79% 79%
71%
69%
0% 2009
2010
2011
2012
2009
2010
2011
2012
0% 100% 100% 50%
84% 84%
85% 85%
86%
86%
86%
86%
50% 0% 2009
2010
2011
2012 2012
0% MULTICHANNEL TV 2009 TERRESTRIAL TV MULTICHANNEL TV
All people 2010 All people All people
Affluent adults 2011 Affluent adults Affluent adults
TERRESTRIAL TV
All people
Affluent adults
Source: Peoplemeter India. Australia, Taiwan, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, South Korea
44750 33598
26095
56576
55742
50207
29441
33880
33852
29024
33028
Asia-Pacific: Average Audience 23593
all people (000’s) 15742
15868
15781
56576
201033880
29441 201133852
29024 201233028
15781
15868
15520
50207
44750 33598 2009
26095
23593 15742
2009
15520
55742
2010
2011
2012
Asia-Pacific: Average Audience affluent people (000’s)
20924
18480
10532
9418 8183
3505 20924
11847
11750
8541
9418
2009
2010
MULTICHANNEL 8183
TV 8069
All time
3505
Prime time 2009
23032
8811
3721
23320
11847
10532
3603
23320
8069
3603 18480
23032
3866
11750
2011
2012
8541 TERRESTRIAL TV
8811
3721 All time
3866
Prime time 2010
2011
2012
Source: Peoplemeter India. Australia, Taiwan, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, South Korea
MULTICHANNEL TV All time
TERRESTRIAL TV All time
asia pacific viewers
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multichannel tv 2014
Multichannel TV Reach monthly reach INDIA
AUSTRALIA
TAIWAN
92% 94%
33% 33%
99% 99%
MALAYSIA
SINGAPORE
PHILIPPINES
55% 68%
48% 53%
24% 44%
HONG KONG
NEW ZEALAND
SOUTH KOREA
68% 70%
55% 60%
90% 90%
All people
Affluent adults
multichannel TV consumed more than other media 79.2
ANY CABLE/SATELLITE TV CHANNEL
71.4
(WEEKLY) ANY CABLE/SATELLITE TV 54.2
(DAILY) ANY CABLE/SATELLITE TV ANY INFLIGHT MAGAZINE
4.9 12.3
ANY REGIONAL MONTHLY MAGAZINE ANY REGIONAL TRI-WEEKLY MAGAZINE ANY REGIONAL WEEKLY MAGAZINE ANY REGIONAL DAILY NEWSPAPER ANY REGIONAL TITLE
1.4 6.4 1.3 16.7 50
ANY LOCAL TITLE Multichannel TV
Other media
Source: Ipsos PAX Q2 2012 to Q1 2013 PAX Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or India or Melbourne Viewed Yesterday
asia pacific viewers
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affluent Viewers who strongly agree that... Index
Watch Pay TV
Don’t watch pay TV
I pride myself on being well-informed and up-to-date.
114
86
Keeping up with technology is a key to my success.
109
92
I am often one of the first to buy a new product.
113
87
I prefer to buy well-known brands.
109
91
Source: Ipsos PAX Q2 2012 to Q1 2013 PAX Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or India or Melbourne Viewed Yesterday
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multichannel tv 2014
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Viewers are early adopters... Watch Pay TV
don’t Watch Pay TV
(index)
103 112 107 106 116
(index)
smartphone
tablet
LCD / LED / PLASMA TV
internet TV
digital video camera
97 89 93 94 85
Source: Ipsos PAX Q2 2012 to Q1 2013 PAX Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or India or Melbourne Viewed Yesterday
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multichannel tv 2014
...and affluent decision makers... Watch Pay TV
don’t Watch Pay TV
(index)
108 107 112 108 110
(index)
car owner
own platinum credit card
business decision maker
top manager
Household Monthly income US$15,000+
93 94 88 93 90
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...and travelers too. Watch Pay TV
don’t Watch Pay TV
(index)
122 137 133 113 127
(index)
take a business trip in past 12 months
6+ business trips in past 12 months
fly 1st or business class
12+ nights in a hotel in past 12 months
3+ leisure trips in past 12 months
79 65 68 88 75
Source: Ipsos PAX Q2 2012 to Q1 2013 PAX Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or India or Melbourne Viewed Yesterday
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multichannel tv 2014
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multichannel TV Audience Measurement 2013 Country
Research Company
Peoplemeter Panel Size (Homes/Households)
Panel Coverage
Australia
Nielsen TAM on behalf of OzTAM
3,500 (Metropolitan), 1,413 (National subscription TV)
Metro areas (5 cities) & nationally for sub. TV
Nielsen TAM on behalf of Regional TAM
2,135 (Regional)
East Coast Mainland, Tas and WA
Cambodia*
Kantar Media
500 diaries
Phnom Penh, Siem Riep & Battambang
China
CSM
50025*
National/Provincial/City
Hong Kong
Nielsen
800
HK Region
India
TAM Media Research
9,160
Urban India
Indonesia
Nielsen
2,123 (Terrestrial), 300 (Pay TV)
Terrestrial: 10 cities, Pay TV: Jakarta
Japan
Video Research Ltd
6,600 National panel & separate Subscription TV Panel 600 *
Tokyo & Osaka
Malaysia
Nielsen
1,100
Peninsular Malaysia
New Zealand
Nielsen
600
National
Pakistan
Medialogic Pakistan
675 HH ,4000 Individuals
Top 9 Cities Incl. 3 Metros
Gallup Pakistan
4,000 (3,600 urban & 400 rural)*
National
Nielsen
National Panel 3,500. (2,000 Urban (NUTAM)& 1,500 Rural (RTAM)). 1,500 (RTAM:RURAL), 2,000 (NUTAM)
National (Urban+Rural)
Nielsen
Metro Panel 2,220. (Mega Manila 1,190 homes (MEGATAM) and 8 other Metros 1,030 homes . 1,500 (RTAM:RURAL), 2,000 (NUTAM)
Metro Panel
Kantar Media
1,350
National Urban
Kantar Media
900
National Rural
Singapore
Kantar Media
750
National
South Korea
Nielsen
4,320
National
TNmS
3,000
National
Taiwan
Nielsen
1,800
National
Thailand
Nielsen
1550 (Terrestrial+cable/Satellite) & 400 (True Visions)
National for Terrestrial+cable/ satellite, BK & urban for Pay TV
Vietnam
Kantar Media
2877(Mainly diaries) & 800 (peoplemeter)
National - 6 cities
Philippines
Philippines
DTT measured
Commercial break ratings for Pay TV channels
Commercial spot logs for Pay-TV channels
Pay TV Reach & frequency Available
Software
& Tablets, SmartPhones, Internet
Yes
Yes
No
No
Yes
User choice
Yes - Internet
Yes
Yes
No
No
Yes
User choice
Yes - Internet
Cable/ Satellite measured
Contract awarded February 2013. No details Yes
Yes
Yes
Yes
Yes
Infosys
Yes
Yes
Yes
No
No
Yes
Arianna / Infosys
Yes - Laptop & Desktop
Yes
No
Yes
Yes
Yes
Media X*Press
No
Yes
No
No
No
Yes
Arianna
No
Yes
No
No
No
Yes
RVCS
No
Yes
No
Yes
Yes
Yes
Arianna
No (under discussion)
Yes
Yes
Yes
Yes (7 channels)
Yes
Arianna
No
Yes
N/A
Yes (80 channels)
Yes (80 channels)
Yes
GfK TcReporter
No
Yes
N/A
Yes
Yes
Yes
Reporter
No
Yes*
No
Yes*
Yes*
Yes
Arianna
No
Yes*
No
Yes*
Yes*
Yes
Arianna
No
Yes
Some
Some
Some
Yes
InfoSys+
No
Yes
No
Some
Some
Yes
InfoSys+
No
No
No
Yes
Infosys
No
Yes Yes
Yes
Yes*
Yes*
Yes
Arianna
N/A
Yes
Yes
Yes
Yes
Yes
Infosys
Yes*
Yes
Yes
Yes
Yes
Yes
Arianna
No
Yes
N/A
Some (effective May 2013)
No
Yes
Arianna
N/A
Yes
Yes
Yes
Yes
Yes
Infosys
Survey: Audience Measurement Survey
Research Company
Sample Size
Panel Coverage
Methodology
Media Atlas China
Ipsos
60,080
National / Provincial / City
 Door to door / CATI
Media Atlas Hong Kong
Ipsos
6,000
National
CATI/Online/F2F
PAX
Ipsos
20,000
14 APAC Cities
CATI
BE Asia
Ipsos
3,500
13 APAC Cities
CATI, Postal & Online
Survey
Research Company
Sample Size
Panel Coverage
Methodology
Media Index
Nielsen
9 Countries
Mostly National except Philippines and Indonesia
China
CTR/CMMS
100,000
National
F-F /self completed
India
IMRB
51,000
National
F-F /self completed
South Korea
Hankook
9,000
National
F-F /self completed
Sri Lanka
IMRB
3,000
National
Survey Notes: Australia,OzTAM: Peoplemeter. 5 metros: Sydney, Melbourne, Brisbane, Adelaide & Perth & nationally for Subscription TV Cambodia. Kantar Media. No information yet China,CSM: Peoplemeter & Diary. 1 national meter panel, 59 city meter panels, 10 provincial meter panels, 95 diary city panels, 15 diary provincial panels India,TAM Media Research: Peoplemeter. 225 urban cities covered (from Jan 2013). Indonesia, Nielsen: Terrestrial: 10 cities:Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, and Banjarmasin. Pay TV: Jakarta. Japan,Video Research Ltd: Peoplemeters in Tokyo & Osaka.Non-continuous measurement,2 week sweeps conducted every two months (12 weeks/year). Subscription TV panel is separate from national terrestrial TV panel of 6,600 homes, 52 weeks reporting /year New Zealand. 600 sample from 2012 Pakistan,Medialogic: 9 key cities - Karachi, Lahore, Islamabad, Faisalabad, Multan, Hyderabad, Sukkur, Gujranwala and Peshawar
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multichannel tv 2014
Cab/Sat measured
DTT
Software
Reach & frequency
Yes
No
Telmar
No
Yes
Yes
User choice
No
Affluent 25-64
Yes
No
User choice
Yes
Elite
Yes
No
User choice
Demographic
Overview
12 - 64
Media and Product Consumption
12 - 64
Demographic
Overview
10+ and others
Media and Product Consumption
15-69 15-55 ABC 11-64
Pakistan,Gallup 4 Metros: 2,100 (Karachi, Lahore, Rawalpindi/Islamabad), Large cities 1,100, Small cities, 1,500, Rural 800 Philippines: NUTAM (National Urban), Mega TAM (Metro Manila & suburbs), MCTAM (Metro cities). South Korea, Nielsen: National and monitoring 78 Pay TV channels South Korea, TNmS: Peoplemeter Panel and also DMB measurement, Car navigation device (310 panel) and Smartphone of Android OS (700 panel). And Return Path Data panel size is 10,000 homes of KT IPTV (Seoul, Incheon, Busan, Gwangju, Daejeon, Daegu, Ulsan, Gyungi Province, Kangwon Province, North Chungcheong Province, South Chungcheong Province, North Gyeongsang Province, South Gyeongsang Province, North Jeolla Province, South Jeolla Province, Jeju Island) Thailand Nielsen. Min by min & PG log data instead of Adex log. R&F is available if it’s based on min by min dayparts schedule only Vietnam,Kantar: 6 key cities - Ha Noi, Da Nang, Ho Chi Minh, Can Tho, Hai Phong, Nha Trang; national panel. Mainly diaries and peoplemeter in HCMC, HN Note: Please contact the research company for a complete report on measurement, methodology, and sample sizes.
measurement guide
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The Inside Track: rPD INtroduction
“ RPD offers cable providers a unique opportunity to provide robust information to the marketplace and accurately measure ROI on advertiser investments in their content. RPD will become increasing important as advertisers and agencies demand ever more granularity in the numbers.”
Q&A with Lee Risk, Commercial Director, Media, APAC, GfK
26
Are you working on RPD and in which markets? GfK run projects in a number of markets with content providers. GfK has recently announced a strategic investment in a leading RPD tech solutions provider, Genius Digital, to extend the range of services delivering an “end to end” customer satisfaction program to Cable and IPTV operators. What method do you recommend/use? There are a couple of approaches one can take — a representative sample of subscribers or take a census view of them. What are the benefits with this type of data? • A huge sample size means more granular insights. • With large samples smaller or niche channels can accurately be tracked. • Audiences can be segmented into specific groups. • Targeted offers and communications can then be given to these segments. • An agent can be added to the box to help with customer service and provide technical information. What are the challenges/barriers with the use of this data? With any large data files it is important to ensure that it is used properly and that people don’t “drown in numbers”. The key is to get the information in to a tool where insights are easily accessible. How can clients maximize the utility of the data? Really by making the most of the above benefits. What is the benefit to Pay TV channels / Advertisers? Robust data on audience viewing and, if linked with consumer research, it can show he engagement and quality of that audience. Can you see this becoming a currency to buy Advertising in the market where you are working? Can you elaborate? Probably not a full currency in the short-term as I think peoplemeter (audience measurement) panels will continue to be the preferred option for the industry. GfK is firmly of the view that RPD data will become ever more tvcross 2014platform research. importantmultichannel in cross media and
The Inside Track: return path data
Are you working on RPD and in which markets? Yes, we operate 14 RPD services in eight countries including the US, UK, Australia, New Zealand, South Africa and India. We expect to launch in two other countries before the end of 2013.
“ As the global leader in the provision of RPD services, we believe that RPD services are here to stay and will continue to provide real business benefits to pay-tv operators. The availability and utility of return path data is increasing and the next few years will see such data increasingly being used across all parts of the TV ecosystem.”
Q&A with Nick Burfitt, Global Director RPD Services Kantar Media Audiences
What method do you recommend/use? There are various methods employed in our RPD services, from opt-in panel to census sample. The method used in any particular service depends upon the specific circumstances of the operator. What are the benefits with this type of data? The benefits are many and varied including advertising sales, carriage negotiation, content acquisition, scheduling, and subscriber marketing/ management. What are the challenges/barriers with the use of this data? RPD services require data collection in set top box (STBs) and a mechanism for the data to be returned. Data is typically at STB level, meaning homes using TV data, and it requires methodologies to include person level viewing information. Kantar Media has spent many years developing and refining the necessary methodologies and believes there is no longer a barrier to the use of return path data. How can clients maximize the utility of the data? Clients should be thinking of the data as central to their business and allocating resources accordingly. What is the benefit to Pay TV channels / Advertisers? For Pay TV channels, this is more robust data on which to make sales; for advertiser, this is more robust data on which to make planning/buying decisions. Can you see this becoming a currency to buy Advertising in the market where you are working? Can you elaborate? Our RPD service in South Africa is already used as a currency for airtime sales. section title
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Advertising Revenue
a guide to tv ad revenue in the region
28
multichannel tv 2014
Advertising Revenue VIETNAM
AsiaTHAILAND Pacific Share of TV Advertising
TAIWAN VIETNAM SOUTH KOREA THAILAND SINGAPORE TAIWAN PHILIPPINES SOUTH KOREA PAKISTAN SINGAPORE NEW ZEALAND PHILIPPINES MALAYSIA PAKISTAN JAPAN NEW ZEALAND INDONESIA MALAYSIA INDIA HONG JAPAN KONG INDONESIA CHINA INDIA AUSTRALIA HONG KONG CHINA 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AUSTRALIA Multichannel TV Terrestrial TV 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Multichannel TV
Terrestrial TV
Asia Pacific TV Advertising Growth Percentage 17.2 17.2 7.8 3.7
7.8
3.7
13.4
12.2
13.1
12.1
12.2 4.6
13.4 4.3
4.8
4.6
4.3
4.8
12.1
5.5
13.1
5.5
11.4 4.3
11.4
4.3
-6.2 2009 -6.2 2009
2010
2011
2012
2010Multichannel 2011 TV 2012
Source: PWC LLP, Informa Telecoms and Media, 2013.
Multichannel TV
2013
2014
2015
Terrestrial TV 2013 2014
2015
Terrestrial TV
While the rates of growth are not as strong as they have been historically, TV in Asia will remain a dominant medium in the next five years and attracts both consumers and advertisers. Marcel Fenez Global Leader, Entertainment & Media, PWC
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Advertising Revenue
ASIA PAC SHOWS STABLE GROWTH Advertising expenditure - percentage change Q1 year-on-year
1.9 0.0 5.8 -4.4 11.9 2.9
TV KEEPS HOLDING THE HIGHEST SHARE OF SPEND Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors
2
Internet share of spend surpasses that of Outdoor
0.3 4.4 9.4
% SHARE OF SPEND
18.3
YEAR TO DATE
CINEMA
OUTDOOR
INTERNET
RADIO
MAGAZINES
TELEVISION
NEWSPAPERS
59.0 Copyright ©2013 The Nielsen Company. Confidential and proprietary.
3.3 5.5
Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors
30
Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors
multichannel tv 2014
3
Copyright ©2013 The Nielsen Company. Confidential and propr
ASIA PAC SHOWS STABLE GROWTH Advertising expenditure - percentage change Q1 year-on-year
5.8
ASIA PACIFIC AUSTRALIA
-6.3 19.4
CHINA
8.2
HONG KONG
20.5
INDONESIA JAPAN
-1.1 14.7
MALAYSIA
2.2
NEW ZEALAND
20.8
PHILIPPINES
3.3
SINGAPORE SOUTH KOREA
-2.3
TAIWAN THAILAND
1.3 1.9
FMCG SHOWS 3RD HIGHEST % GROWTH IN APAC Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors
Telecom and Automotive advertising decreases in the region
4
SECTORS - % CHANGE YEAR TO DATE - APAC Ind.&Serv.
22.1
Distrib.
12.6
FMCG
10.2
Healthc.
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
INDUSTRY & SERVICES companies increase advertising for first quarter by 21% Telecommunications and Automotive advertising decreases regionally
5.6
Financial
1.7
Durables
-0.3
Cloth. & Acces.
-1.6
Entert.
-1.7
Media
-2.1
Telecom.
-2.3
Automotive
-9.1
Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors
Asia Pacific continues to be a relatively fast growing region although it has inevitably been affected by the weakening demand from economically hit areas such as Europe. It is believed that this lack of demand is slowing the rate of economic growth in the area. The APAC region saw a good increase in advertising spending during the first quarter of 2013, increasing 5.8 percent. Television, the preferred medium through which advertisers communicate (commanding a 54% share of spend of all media types), saw a 7.8 percent increase in advertising budgets.
5
Advertising Revenue
China fuels Asia’s strong position in the global media investment contribution. While global growth forecasts for 2012 media investment had to be revised downwards from 4.5% to 3.6% due to several disappointing turns especially in the Eurozone, Asia Pacific showed spectacular growth from 2011 to 2012 and will continue to spur ahead till 2014. A 7-8% YOY growth in media spends in Asia-Pacific is predicted till 2014. We revised global growth forecasts for 2013 down to 3.4% growth from 4.5% made in 2011. Bottom-up predictions for 2014 indicate a revival to 5.2% growth. China’s pre-eminence as an advertising rainmaker looms even larger, this year raising 40% of net new global investment according to our forecasts. Due to which North Asia continues to be the biggest contribution to the Asia Pacific total. ASEAN’s growth performance continues to be bullish and will be a notch higher than China’s from now till 2014. Indonesia will be the shining star in this cohort of markets, generating 20%+ growth yoy till 2014. In most regions, TV growth is stagnating or declining. In Asia-Pacific the same is declining since 2012 and is predicted to slow down to lower than 6% in 2014. Amongst this slowdown, Indonesia is the only market where we see TV will grow by 20% + over the next 3 years. The leading development in digital is the erosion of offline TV by online video’s growth. Big shifts in eyeballs and consumption in this multi-screen paradigm is causing this diversion. The markets where this is a reality already are China, South Korea, Taiwan, Singapore and Australia. As I believe for the Pay TV broadcasters it is a key area to grow into and avoid erosion of the offline TV. And is an area that clients are moving dollars to. As inflation in FTA costs continues to be a challenge in many Asian markets, there is opportunity for cable & satellite TV to present itself as an alternative platform for FTA. Creating device agnostic experience for content would be the need of the hour, to capture the shifted consumer engagement into mobile devices.
Source: GroupM, TYNY Autumn Report August 2013, Actual full year 2012 expenditure including agency commission and 2013 & 2014 forecasts; US$ conversions are subject to fluctuation from the time of analysis.
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multichannel tv 2014
Asia-Pacific Net Advertising Revenue Overview FULL YEAR 2012 BY COUNTRY
Total Advertising spends in US$ M
Advertising Expenditure as a % of AsiaPacific
Total spends on TV in US$ M
TV as a% total spends
Australia
11,670
7.5
3,720
31.9
Bangladesh
249
0.2
105
42.2
China
63,269
40.8
34,156
54.0
Hong Kong
6,551
4.2
2,291
35.0
India
6,222
4.0
2,627
42.2
Indonesia
2,134
1.4
1,383
64.8
Japan
41,922
27.0
18,533
44.2
Malaysia
1,741
1.1
443
25.4
New Zealand
1,649
1.1
493
29.9
Pakistan
589
0.4
456
77.5
Philippines
2,812
1.8
2,184
77.7
Singapore
1,578
1.0
526
33.4
South Korea
8,666
5.6
2,885
33.3
Taiwan
1,876
1.2
880
46.9
Thailand
3,192
2.1
1,805
56.5
Vietnam
1,007
0.6
840
83.4
BY REGION
Total Advertising spends in US$ M
Advertising Expenditure as a % of AsiaPacific
Total spends on TV in US$ M
TV as a% total spends
Asia-Pacific (All)
155,127
100
73,326
47.3
North Asia
122,284
78.8
58,743
48.0
South Asia
7,060
4.6
3,189
45.2
Asean
12,464
8.0
7,180
57.6
Australia/NZ
13,319
8.6
4,213
31.6
North Asia: China, Hong Kong, Taiwan, South Korea & Japan South Asia: India, Pakistan, Bangladesh South East Asia: Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam Australasia: Australia & New Zealand
Deepika Nikhilender Mindshare Asia Pacific, Leader - Business Planning Asia Pacific
Advertising Revenue
APAC TV Advertising Revenue 2013 Total (US$ Millions)
2013 % of total advertising revenue
2013 % of total TV revenue
FTA
Pay-TV
Total
FTA
Pay-TV
FTA
Pay-TV
Asia-Pacific
51,301
11,952
146,647
35%
8%
81%
19%
Australia
3,610
527
13,099
28%
4%
87%
13%
China
12,872
4,523
42,836
30%
11%
74%
26%
Hong Kong
907
51
3,060
30%
2%
95%
5%
India
263
2,546
6,867
4%
37%
9%
91%
Indonesia
3,367
24
6,229
54%
0%
99%
1%
Japan
22,636
1,371
51,713
44%
3%
94%
6%
Malaysia
857
220
2,661
32%
8%
80%
20%
New Zealand
367
37
1,339
27%
3%
91%
9%
Pakistan
38
156
308
12%
51%
20%
80%
Philippines
882
48
1,432
62%
3%
95%
5%
Singapore
452
45
1,631
28%
3%
91%
9%
South Korea
2,153
1,224
8,290
26%
15%
64%
36%
Taiwan
122
714
1,921
6%
37%
15%
85%
Thailand
2,313
384
4,476
52%
9%
86%
14%
Vietnam
382
82
637
60%
13%
82%
18%
Pay-TV revenues will continue to increase as penetration continues to increase. As part of total TV revenue pie, pay-TV currently receives 19%; this is expected to increase to 23% by 2018. We predict that the CAGR for payTV over the next 5 years will be 13.7% for pay-TV; this compares to 11% for the total advertising market; showing that pay-TV has a strong outlook. Chris Skinner MD, UM Hong Kong
Share of Total Media: Global
TV
Newspapers
Magazines
Radio
2018E
2017E
2016E
2015E
2014E
2013E
2012A
2011A
2010A
2009A
2008A
2007A
2006A
2005A
2003A
Internet
2004A
2002A
2001A
2000A
41.4%
1999A
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Outdoor
Share of Total Media: Asia Pacific 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
TV
Internet
Newspapers
Magazines
Source: Magna Global/UM (Data excludes revenue from regional campaigns)
Radio
2018E
2017E
2016E
2015E
2014E
2013E
2012A
2011A
2010A
2009A
2008A
2007A
2006A
2005A
2004A
2003A
2002A
2001A
2000A
1999A
43.0%
Outdoor
Advertising Revenue
Ad Expenditure by Region 2012 (US$ millions) 172865 140628 99979
D RL W O
RE
M
ST
ID
O
F
D
LE
EU E & C
9345
4211
EA ST
RO PE
24925
IC A ER AM
N LA TI
W
EU
IF IC
AS
IA
PA C
IC A ER AM N
RO PE
34866
Television Expenditure 2012 (US$ millions at current prices) AUSTRALIA 4028 CHINA HONG KONG 802 INDIA 2102 INTERNET INDONESIA 3359 JAPAN 18% MALAYSIA 798 NEW ZEALAND 497 PAKISTAN 247 PHILIPPINESOUTDOOR 971 SINGAPORE 10% 627 SOUTH KOREA 3885 TAIWANRADIO813 THAILAND 4% 2191 VIETNAM 539 CINEMA 0.5 % 36
multichannel tv 2014
15384
NEWSPAPER 21% MAGAZINE 5%
TV 42%
22265
R
L
Global Share of Ad Expenditure by Media 2012
INTERNET 18%
NEWSPAPER 21%
OUTDOOR 10% RADIO 4% CINEMA 0.5 %
MAGAZINE 5%
TV 42%
Source: Zenith Optimedia Advertising Expenditure Forecasts June 2013 (TV, print, radio, cinema, outdoor, internet)
We expect television to remain the principal advertising medium in Asia Pacific for the foreseeable future. No other medium can rival its ability to reach mass audiences with compelling and emotional brand messages, which is vital in such a competitive and fast-growing region. We forecast television ad expenditure to grow by 16% between 2012 and 2015, and attract more than 40% of total ad expenditure over this period. Jonathan Barnard Head of Forecasting, ZenithOptimedia
MEMBERS:
Advertising With Impact:
Multichannel TV Contact casbaaAd@casbaa.com to find out the benefits of advertising on Multichannel TV.
http://www.casbaa.com/advertising
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multichannel tv 2014
profiles
casbaa ad stakeholders
network profiles
41
DANCE MOMS®
MASTERCHEF AUSTRALIA
PAWN STARS®
VIKINGS™
SPECIAL FORCES
ALWAYS
ENTERTAINING The most original entertainment lives on our networks STORAGE WARS®
42 ©2013 A&E Television Networks, LLC. All rights reserved. multichannel tv 2014 1146-A.
DUCK DYNASTY®
HIDDEN CITIES EXTREME
A+E Networks Asia channel profile bio. features real stories about real people and their lives, up close and personal, always unfiltered. The channel profiles compelling characters in real-life situations with series such as Barter Kings, Shipping Wars, Bondi Vet, Celebrity Ghost Stories and My Ghost Story Asia. Audience profile 25+ adults, slightly female skewed
With A+E’s launch of two new channels (Lifetime, H2) along with our other 3 brands (History, CI and bio.) in Asia, we deliver the most important demographics to advertisers. Add our creative solutions and we are truly the ONLY necessary stop for advertisers in the market.
Charles Less Head of Advertising
barter kings
flipping vegas
my ghost story asia
network profiles
43
channel profile ci. Real crime, real people, real drama – Crime & Investigation Network is the ultimate destination for crime, investigation and mystery programming. The channel opens the door to crime labs, police archives and the justice system, providing viewers a behind-the-scenes look at criminal investigations in compelling series such as After The First 48; probing unexplained mysteries and examining the lives of infamous murderers and outlaws. While police work to crack some of the world’s most fascinating crimes, viewers witness first-hand how law enforcement agencies utilise oldfashioned detective work and the latest forensic investigation tools to solve cases in series such as The First 48. Some of the most shocking and compelling crime stories from Asia and around the world are brought to life in intricate details on Crime Investigation Asia: Partners In Crime and Asia’s Underworld.
I killed my bff
killer kids
audience profile 25+ adults, slightly female skewed
border security canada
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multichannel tv 2014
channel profile H2 offers more to explore, more to reveal, more to know and more to understand. Providing a deeper perspective on global history and creating fascinating connections that generate surprising new perspectives, information at H2 is entertainment experienced in unexpected, clever and exciting ways. A myriad of award winning military content and unique editorial through experts and historians are offered in programmes such as Mankind Decoded, The Ultimate Guide to the Presidents, Lost Worlds, Hero Ships and special editions of Dogfights, as well as World War II specials.
america’s secret slang
audience profile 25+ male viewers who are information seekers and passionate military history fans. These knowledge junkies tend to be upscale professionals. how sex changed the world
the lost evidence
network profiles
45
channel profile history™ and HISTORY HD™ are the leading destinations for entertaining hit series and revealing, awardwinning event specials that connect history with viewers in an informative, immersive and fascinating manner across multiple platforms. Programming covers a diverse variety of genres ranging from real-life characters who bring history to life every day, to natural history, contemporary history, technology and science, as well as archaeology and pop culture. Hit series include Pawn Stars, Kings of Restoration, Duck Dynasty; scripted content such as The Vikings, Bonnie & Clyde, The Bible; and local productions Hidden Cities Extreme and Ride N’ Seek. advertising opportunities & Offering The channel offers sponsorship opportunities which include, but are not limited to, vignettes, microsites, newsletters, mobile apps and bespoke integrated solutions to suit every client’s needs. major advertisers Major advertisers include tourism and travel bodies, consumer electronics, FMCG and many more.
vikings
audience profile Affluent and educated 25-54 year old adults, slightly maleskewed, seeking to be entertained with world famous content.
pawn stars
hidden cities extreme
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multichannel tv 2014
channel profile lifetime™ is an entertainment destination offering the highest quality dramas, movies, reality and local productions. A television network infused with passion and empowerment, it is the leading channel for women in the U.S. With celebrated programmes like The Client List, MasterChef Australia, Dance Moms and critically-acclaimed Lifetime™ original movies, Lifetime™ reflects the full spectrum of the modern female experience, delivering top tier, femalefocused entertainment that also encourages co-viewing. advertising opportunities & Offering The channel offers sponsorship opportunities which include, but are not limited to, vignettes, microsites, newsletters, mobile apps and bespoke integrated solutions to suit every client’s needs.
the client list
major advertisers Major advertisers include tourism and travel bodies, consumer electronics, FMCG and many more. audience profile 18-54 year old adults, female skewed without alienating men; who seek empowering and inspirational content that speaks to them.
masterchef australia
Drew Peterson: Untouchable
Key Network Contacts Alan Hodges Managing Director Alan.Hodges@aenetworks.com Michele Schofield Senior Vice President, Programming & Marketing Michele.Schofield@aenetworks.com
Charles Less Head, Advertising Sales Charles.Less@aenetworks.com
case study
Celcom Ride N’ Seek Malaysian mobile giant, Celcom, was looking for a fresh way to reinforce their leadership position in the market as the fastest network with the widest coverage in Malaysia. Partnering with HISTORY™, Ride N’ Seek, a travel series, was created specifically for Celcom as an avenue to engage and entertain premium HISTORY™ viewers while drawing association to the Celcom brand. Ride N’ Seek’s bubbly host, Jamie Dempsey, traveled throughout the Malaysian peninsula on her motorbike, showcasing the architectural highlights and local delicacies of each state. Integrated into the script was an emphasis on Celcom’s easily accessible network and 4G data coverage as Jamie kept in touch with family back home as well as connecting with friends she encountered along her journey. While providing natural brand integration for Celcom within the show, two customized vignettes were also created to highlight Celcom network’s features to run alongside with the series. Ride N’ Seek amassed more audiences with every episode. The entire campaign delivered more than 6.6 million impacts and the series entertained about 826,000 viewers on HISTORY™ in Malaysia. The strongest episode beat all competitive channels in Malaysia during the timeslot and the average rating of all Ride N’ Seek episodes in Malaysia was 7.5x more than a similar travel series, amongst Astro 15+.
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multichannel tv 2014
case study
BlackBerry UHQ and History™ App BlackBerry was looking for a media partner to launch the reinvented BlackBerry Z10, which positioned itself as an innovative and revolutionary step in mobile devices. The new BlackBerry Z10 showcases new features such as the BlackBerry Flow, BBM Video + Screen Sharing and the new flick typing function on the BlackBerry keyboard. HISTORY™ partnered with BlackBerry and set forth with an aggressive 360-degree media campaign to increase awareness for the new BlackBerry Z10 and launched two new mobile applications to increase awareness and usage of BlackBerry Z10 devices. The Ultimate HISTORY™ Quiz BlackBerry League engaged viewers to participate in a digital history quiz and compete with other league members to win BlackBerry Z10 devices. HISTORY™ also created a HISTORY™ App that allows BlackBerry users to have quick access to HISTORY™ programme schedules, interesting history facts while on-the-go, and watch exclusive clips of their favorite HISTORY™ shows on their BlackBerry Z10 phones. The HISTORY™ App is exclusively on BlackBerry World during the campaign period. Over 6,000 spots that included screen-walkers, vignettes, trivia breaks and call-to-action spots ran across A+E network to support the Ultimate History™ Quiz BlackBerry League and the HISTORY™ App campaigns. These were supported by online media buy and online presence on the HISTORY™ website with constant exposure of banner and light box advertisements.
network profiles
49
50
multichannel tv 2014
BBC World News
Black
Tile logo pantone 1805
bbc.com/news
channel profile bbc world news and bbc.com, the BBC’s commercially funded international 24-hour news and information platforms, are owned and operated by BBC Global News Ltd, a member of the BBC’s commercial group of companies. BBC World News is the No. 1 international news channel among high income earners (Q2’13 PAX) and available in more than 200 countries and territories worldwide, and over 361 million households and 1.8 million hotel rooms. bbc.com is one of the most respected brands on the internet reaching out to more than 58 million unique users each month. In Asia, BBC.com remains the #1 international news site in APAC reaching 11 million Unique Users and 98 million Page Views according to comScore (August 2013) and Omniture (Q2 2013).
Strip logo
10
asia business report
Target Audience BBC World News – the BBC World News viewer is interested in high quality international news and in learning about the globalised world in which they live in. They are technologically advanced and internationally-minded. major advertisers Travel & tourism, energy & environment, international property, financial services, consumer goods, and automotive.
linda yueh, chief business correspondent, bbc world news
network profiles
51
channel profile Explore our world of big ideas. BBC Knowledge opens a captivating window on the world with award winning and highly rated factual and nonfiction entertainment programming. With fabulous diversity across science, technology, history, adventure and natural history, it’s a channel where truth is as entertaining as fiction and where the past, present and future are brought spectacularly to life. Here, wonders are shared as viewers embark on fascinating journeys with Sir David Attenborough, Jeremy Clarkson, Richard Hammond, Louis Theroux, Simon Reeve, Professor Brian Cox and other experts who present internationally successful, award-winning shows including Frozen Planet, Undercover Boss and Wonders of the Universe. BBC Knowledge is also home to the biggest car show in the world, Top Gear.
africa
Target Audience Affluent PMEBs, both male and female who are looking to amaze their minds. major advertisers Travel & tourism, property, electronics.
top gear
undercover boss
52
multichannel tv 2014
Key Network Contacts Joyce Yeung Executive Vice President & General Manager Asia joyce.yeung@bbc.com
Soojin Chung Head of Korea soojin.chung@bbc.com
Mark Whitehead Senior Vice President & General Manager, SEA / Channels Lead Asia mark.whitehead@bbc.com
Sunita Rajan Executive Vice President , Asia & Australasia , BBC Advertising sunita.rajan@bbc.com
Myleeta Aga Senior Vice President & General Manager, India / Content Lead Asia myleeta.aga@bbc.com
Ryan Shiotani Vice President, Branded Services ryan.shiotani@bbc.com
Pierre Cheung Vice President & General Manager Greater China pierre.cheung@bbc.com Ken Munekata President, Japan ken.munekata@bbc.com
Judith Davidson VP, Marketing judith.davidson@bbc.com Terri Seow Head of Marketing, APAC, BBC World News terri.seow@bbc.com
case study
The Many Faces of Thailand Background Thailand is known for its tropical beaches, but it also has an abundance of other attractions. From street markets to designer shopping in Bangkok to trekking and temples in Chiang Mai or simply indulging in Thai food or a luxury spa. Objective CS compendium 9.0 digital.indd 1the appeal of Thailand to visitors. The Tourism Authority of Thailand (TAT) BBC wanted to broaden Most of Thailand’s’ visitors are from Asia-Pacific countries so the campaign targeted short-haul travellers. Strategy Research showed that BBC global platforms are the most influential media sources for planning a trip*. So BBC Advertising proposed a cross-media campaign on BBC World News, BBC Knowledge, bbc.com and lonelyplanet.com. Three 30-second commercials were also commissioned by BBC Advertising’s Client Solutions team on three different themes - culture, relaxation and shopping - to highlight some of Thailand’s rich opportunities to potential visitors. Tailor made research was carried out across seven countries which BBC Advertising commissioned for TAT to help understand how travellers view Thailand and the effect the commercials on BBC platforms had in forming these opinions. Thailand is already the most visited country in Asia-Pacific, but after seeing the ads, 86% of respondents said they are more likely to visit Thailand*.
Source: *Kadence International 2012.
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multichannel tv 2014
case study
Looking Forward with Global Vision Background HSBC shifted its strategy in 2011, creating a new campaign with the strapline ‘in the future’. It was looking to target international businesses who want a financial partner to help them stay ahead. Objective To build awareness of the bank’s role in international business and drive engagement and usage of BBC CSIt compendium 9.0 digital.inddto 1 position the bank as an authority on its commercial banking products and services. also wanted global trends and communicate its vision for the future of banking. Strategy BBC Advertising offered a new multiplatform series call The Ideas Exchange for sponsorship. The eight-part series explored the minds shaping global business, bringing together business leaders from around the world to talk about business trends and the secrets of their success. Than campaign was a hit on all fronts, driving greater engagement and usage of HSBC products and services. Crucially, 75% of financial decision makers thought the sponsorship made HSBC appear ‘future focused’*.
Source: *Ipsos MediaCT November 2012
network profiles
55
Š 2013 Discovery Communications
The
56
international channel in Asia Pacific
Reaching over 140 million viewers each month*. Discovery Channel is the #1 channel among Asian affluents for 15 consecutive years**. *Source: Peoplemeter, 9 markets, 1H2013 **PAX 1998 to 2012, cable & satellite respondents, past 30 days viewership, 9 markets
multichannel tv 2014
Discovery Channel channel profile Discovery Channel Discovery Channel is the flagship network of Discovery Communications. It is devoted to creating the highest quality non-fiction programming in the world, and remains one of the most dynamic networks on television. It offers viewers an engaging line-up of highquality non-fiction entertainment including blue-chip nature, science and technology, ancient and contemporary history, adventure, cultural and topical documentaries. Discovery Channel is the number one regional channel in Asia-Pacific for 15 consecutive years on past month viewership among all cable/satellite viewers*, with programmes reaching more than 140 million viewers per month**. programming Key titles include Bear Grylls: Escape From Hell, World’s Top 5 S2 and Jungle Gold. Advertising Opportunities & offering Opportunities for creative integrated solutions on multiple platforms.
Discovery was one of the first pay TV operators in the AsiaPacific region. We pioneered solutions in this region, and remain committed to providing marketers and brands with creative and customized solutions across our proven portfolio of platforms in the factual, lifestyle and kids’ space. Rahul Johri
SVP and General Manager, South Asia & Head of Revenue, Pan-Regional Ad Sales and Southeast Asia, Discovery Networks AsiaPacific
bear grylls: escape from hell
Major Advertisers Major advertisers include government bodies, and leading consumer and luxury brands. Audience profile Adults 25 – 54, slight male skew jungle gold
* Source: PAX 1998 to 2012, cable & satellite respondents, past 30 days viewership, 9 markets **Peoplemeter, 9 markets 1H2013
world’s top 5 S2
network profiles
57
TLC channel profile TLC, one of the fastest-growing lifestyle channels in the United States, features inspiring lifestyle and factual entertainment focused on travel, food, the environment, home improvement and gripping human interest stories. TLC celebrates everyday life and special occasions by offering new perspectives and shared experiences from real-life people in remarkable circumstances.
beach Life with angela kan
TLC is the leading international Travel and Lifestyle channel in Asia-Pacific, reaching over 44 million viewers each month*. Launched in Asia-Pacific in 2010, TLC is currently distributed to 138 million subscribers in the region. programming Key titles include Anthony Bourdain: The Layover S2, Beach Life with Angela Kan, and Cake Boss S6.
cake boss S6
Advertising Opportunities & offering Opportunities for creative integrated solutions on multiple platforms. Major Advertisers Major advertisers include government bodies, and leading consumer and luxury brands Audience profile 18 – 45, slight female skew
anthony bourdain: the layover S2
*Source: Peoplemeter, 7 markets, 1H2013
Key Network Contacts Peter Giakoumelos VP, Ad Sales +65 6510 7647 Peter_Giakoumelos@discovery.com Jacqueline Tok VP, Ad Sales +65 6510 7667 Jacqueline_Tok@discovery.com
Theresa Ong VP, Affiliate Sales and Relations, SEA +65 6510 7532 Theresa_Ong@discovery.com
channel profile discovery kids lets children aged 6 to 12 explore their world and ignite their natural curiosity by providing content that is fun and enriching. The channel stimulates learning and imagination, and provides a safe environment that parents can trust. Discovery Kids offers its viewers a world of endless possibilities through informative and entertaining programming that explores adventure, nature, science, wildlife, history and technology. Discovery Kids was launched in Asia-Pacific in April 2012, and is now available to over 23 million homes in seven countries, with content offered in seven different languages.
animal atlas
programming Key titles include Dino Dan, Tales of Tatonka and Animal Atlas. Audience profile Children 6 – 12 and their parents
dino dan
channel profile Animal Planet is the world’s only brand that immerses viewers in emotional and engaging content devoted to animals – from wildlife to pets. Animal Planet offers the unpredictable and unscripted entertainment of animal behavior to animal lovers, and gives them access to entertainment and enrichment. Animal Planet is available to 175 million subscribers in the region; reaching 75 million viewers every month in Asia Pacific*. programming Key titles include Meet the Sloths, Tanked S3 and Snow Leopards of Leafy London.
meet the sloths
Advertising Opportunities & offering Opportunities for creative integrated solutions on multiple platforms. Major Advertisers Major advertisers include government bodies, and leading consumer and luxury brands Audience profile 18 – 49 and families *Source: Peoplemeter, 9 markets, 1H2013
snow leopards of leafy london
network profiles
59
channel profile From the depths of our galaxy to the practical science in the world around us, Discovery Science is the only network dedicated to making science programming accessible, relevant and entertaining. By examining the impact of science and technology on our everyday lives, Discovery Science searches for the answers to the questions that have eluded us for centuries and reveals life’s greatest mysteries and smallest wonders, from uncovering lost worlds to exploring the latest in scientific discoveries from today’s headlines. Discovery Science is available to more than 28 million subscribers in Asia-Pacific.
how the earth works
programming Key titles include How the Earth Works and Strangest Weather on Earth. Audience profile Adults 25+ strangest weather on earth
channel profile Discovery Turbo is a unique channel dedicated to all things motored. Offering adrenaline-fuelled entertainment for those who love the thrill of speed, Discovery Turbo allows viewers to experience the most exciting vehicles on Earth. From cars, trucks and motorbikes to planes, trains and everything in between, Discovery Turbo celebrates all aspects of speed by covering a range of inspirational and practical topics including the history, science and engineering of everything motored; car, boat, bike and air shows; DIY; car clubs and motoring trends. In Asia-Pacific, Discovery Turbo reaches 22 million subscribers. programming Key titles include Patrick Dempsey: Racing Le Mans and Wheeler Dealers S10.
patrick dempsey: racing le mans
Audience profile Males, 18 – 54
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multichannel tv 2014
wheeler dealers S10
channel profile Discovery Home & Health is an empowering network for women who strive to be the very best they can be in all the many demanding roles they play. From fashion to fitness and fertility, Discovery Home & Health reflects and encourages women aged 18 – 45 by providing relevant and practical programming in an honest and uplifting format, featuring diverse voices and experiences. Discovery Home & Health reaches close to 3 million subscribers in Asia-Pacific. programming Key titles include Say Yes to the Dress S8 and Long Island Medium.
say yes to the dress S8
Audience profile Females, 18 – 45
long island medium
channel profile Discovery HD World is a global high-definition television network offering factual and lifestyle entertainment that fulfills the promise of high- definition technology. Delivering the ideal viewing experience, Discovery HD World brings audiences even closer to their world with breathtaking imagery and expansive detail, featuring programming on the wonders of the world ranging from culture, science and natural history to travel and lifestyle themes. Discovery offers HD services in more than 184 markets, including the United States. programming Key titles include The World From Above and Unique Hotels and Restaurants.
the world from above
Audience profile Males, 22 – 45 and HD TV owners unique hotels and restaurants
network profiles
61
case study
Dispelling Common Notebook Myths Background When HP launched its ultra-thin, ultra-light HP Folio 13 ultrabook, they were on the lookout for an engaging, immersive and creative platform to highlight the new notebook’s unique features to consumers in key Asian markets. HP were also keen to dispel public perception on the disadvantages commonly associated with lightweight notebooks – namely short battery life, overheating and data security. Discovery came up with the idea of aligning the launch of the HP Folio 13 with the premiere of Discovery Channel’s Mythbusters Season 8. The programme is well known for its use of experimentation to prove or disprove popular myths, misconceptions or legends. Following HP’s brief, Discovery created a campaign that showcased the unique selling points of the HP Folio 13 in the signature Mythbusters experiment style. Proposed Solution The HP-Mythbusters campaign comprised of a TVC campaign on Discovery Channel, sponsorship of Mythbusters Season 8, an online contest, and consumer roadshows in four Southeast Asian cities.
the long battery life of the notebook, for example. The roadshows were popular and benefited from a top prize of a trip to San Francisco, to tour the Mythbusters set, won by a viewer from Singapore. Results The HP-Mythbusters campaign was seen by 8.1 million unique viewers across Asia (source: Peoplemeter, SEA markets), gained extensive consumer awareness on the HP Folio 13, and successfully communicated the key features of the notebook through interactive and engaging consumer experimentation. In a campaign survey conducted online and in person with viewers from Jakarta, Singapore, Bangkok and Kuala Lumpur, nine out of 10 respondents had positive impressions of the HP-Discovery partnership. Eight out of 10 respondents expressed their interest in buying the HP Folio 13 Ultrabook in the near future.
The roadshows took place in major shopping malls, with each event featuring interactive Mythbusters-style booths, inviting visitors to personally try out the various scientific experiments which have been featured on the programme. The unique selling points of the HP Folio 13 were cleverly communicated through myths and interactive experiments. These included a countdown timer test to demonstrate
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multichannel tv 2014
case study
Unraveling the Next Chapter of the Korean Dream
Background Korea Tourism Organisation (KTO), a global public enterprise that promotes Korea as a world class travel destination, was keen to work with a global media partner to capture the essence of Korea through a series of compelling factual stories. Being able to involve local talent in an activity reaching a regional audience was also an important consideration. The stories had to be real, authentic, engaging, and cover a broad range of topics which define the spirit and character of Korea.
Discovery conducted an open pitch inviting local filmmakers to submit their proposals on documentaries that capture the true essence of Korea. Following a competitive pitch, five winning local filmmakers were selected to create their documentaries under the guidance and support of Discovery Channel producers.
Objective KTO wanted to partner with a media player with extensive reach across the Asia-Pacific region, and work with up and coming local talent and filmmakers to bring a series of Korean factual stories to life for a regional audience.
Beyond on-air elements, a premiere event for Korea Next was conducted in Seoul in late November, to commemorate the successful completion of the documentaries by the five local filmmakers. The filmmakers and the talent featured in the respective films were given the opportunity to share their highlights from the production and development of these films.
Discovery came up with the idea of aligning its long running Discovery Channel First Time Filmmakers (FTFM) initiative to KTO’s objectives. FTFM has been organised and presented by Discovery since 2000, and is designed to offer local filmmakers with an international platform to showcase their documentary storytelling skills. It was first launched in the Asia-Pacific region in Australia, and has since been successfully held across Southeast Asia and in China.
The resulting documentaries were packaged as a five-part Discovery Channel series titled Korea Next, sponsored by KTO, which premiered on Discovery Channel in December 2012.
The FTFM initiative was also supported by regional PR, and resulted in over 50 pieces of print and online coverage in Korea and across the region.
Proposed Solution Discovery developed a customised FTFM initiative for KTO, aimed at creating a series of compelling documentaries that dive deep into the heart and soul of Korean culture, cuisine, medicine, entertainment and technology. Working closely with KTO and its local partner Central Multi Broadcasting, network profiles
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We know women. They know us. Our High Heeled Warriors research tells us that there’s more to women than you think. NBCUniversal has the knowledge you need, to reach the women you want, and give them what they desire.
For advertising opportunities, please contact: weknowwomen@nbcuni.com | tel: +65 6323 2550
NBCUniversal channel profile NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internetbased businesses. NBCUniversal is a subsidiary of Comcast Corporation.
Women in Asia are scaling up in power, education and aspiration — 1 in 3 women in Asia are chief income earners. It is fundamental that advertisers listen to the needs of this powerful demographic. NBCUniversal provides the connection with female decision makers in Asia through its portfolio of entertainment brands.
Advertising Opportunities & offering A range of advertising opportunities are available such as sponsorships, custom-produced vignettes and integrated sales packages with on-line, on-ground events and abovethe-line support.
Christine Fellowes Managing Director, Asia Pacific, Universal Networks International
Major Advertisers FMCG, automotive, finance, electronics and tourism
Key Network Contacts Charmaine Wong Director, Advertising Sales Solutions charmaine.wong@nbcuni.com Su-Wei Wong Manager, Advertising Sales (Malaysia) suwei.wong@nbcuni.com Vanessa Chua Manager, Advertising Sales vanessa.chua@nbcuni.com
Liza Latinazo Consultant, Ad Sales Philippines liza.latinazo@nbcuni.com Heng Wei Wei Manager, Client Services Marketing weiwei.heng@nbcuni.com
channel profile DIVA Universal is Asia’s leading entertainment channel for women who live life to the fullest. Bringing positive style and a sassy attitude to the small screen, Diva Universal celebrates the richness of life and real-life glamour with exclusive and award-winning dramas and unscripted shows. Diva Universal is also synonymous with exciting localized and original lifestyle content that greatly appeals to Asia’s savvy audiences.
My Kitchen Rules
www.divauniversal.asia facebook.com/divauniversal.asia Brand Values Positive, Stylish, Sassy Audience Profile 20-49 yrs 30% Male 70% Female split Channel Distribution Bangladesh, Brunei, Cambodia, China, East Timor, Hong Kong, India, Indonesia, Malaysia, Maldives, Mongolia, Pakistan, Palau, Papua New Guinea, Philippines, Singapore, South Korea, Sri Lanka, Taiwan, Thailand and Vietnam Channel Language
English
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Rookie blue
the face
channel profile Universal Channel delivers 100% characters to viewers worldwide, compelling audiences with engaging, high-quality character-driven entertainment, Powered by memorable and magnetic characters, Universal Channel celebrates the characters on screen and in homes worldwide, triggering an emotional response that draws viewers back to the channel week after week. www.universalchannel.asia facebook.com/universalchannel.asia
bates motel
Brand Values Character-centric, Confident, Positive, High Quality, Broadly Appealing Audience Profile 18-49 yrs 50% Male 50% Female split Channel Distribution Cambodia, East Timor, Hong Kong, Indonesia, Japan, Papua New Guinea, Philippines, Singapore, Taiwan, Thailand, Mongolia Channel Language
English
GRIMM
chicago fire
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channel profile E! is the home of pop culture, capturing the topics that fascinate us all. Through personalities, trends, music, fashion, art, nightlife, entertainment, and philanthropy, pop culture is the shared experience that brings people together and inspires passion and loyalty. Topical and up to the minute, E! covers and generates pop culture buzz 24/7. And as pop culture evolves, E! will always be at the heart of it. www.eonline.com facebook.com/eonline
Keeping Up with the Kardashians
Brand Values Clever, Connected, Stylish, Fascinating, Fun, Aspirational Audience Profile 18-44 yrs 30% Male 70% Female split Channel Distribution Australia, Brunei, Cambodia, Hong Kong, Indonesia, Japan, Korea, Malaysia, Maldives, New Zealand, Palau, Papua New Guinea, Philippines, Singapore, Thailand
E! Fashion Police
Channel Language
English hello ross
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channel profile Style is the destination for women seeking to fuel their insatiable appetite for looking great and living stylish lives. Style celebrates women whose desire is to style every aspect of their lives, from how they beautify themselves to enriching the world around them. At Style, we eat, sleep, breathe, dream, love, adore and can’t live without Style. Brand Values Optimistic, Fabulous, Topical, Relevant Audience Profile 18 - 39 yrs 30% Male 70% Female split
Giuliana & Bill
Channel Distribution Australia, Indonesia, Singapore Channel Language English Rich big Texas
channel profile Syfy provides viewers a passport to unlimited imagination. Born from science-fiction, Syfy extends into a variety of related genres to create entertainment that is as wondrous and thrilling as it is relatable and human. www.syfyuniversal.asia facebook.com/syfy.asia Brand Values Wondrous, Imaginative, Limitless Audience Profile 18 - 49 yrs 50% Male 50% Female split Channel Distribution Australia, Cambodia, East Timor, Hong Kong, Indonesia, Mongolia, Papua New Guinea, Singapore, Taiwan, Thailand Channel Language English
defiance
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case study
Honda Diva Raya In celebration of the festivities of Hari Raya, Honda Malaysia together with DIVA Universal, produced a greeting spot which featured popular Indonesian heartthrob Nicholas Saputra, Malaysian rock-star Shamsul Annuar (Sam) of the popular punk-rock band Bunkface and Malaysian actress, Tiz Zaqyah. The campaign was driven by the promotion of Honda’s latest MPV, Honda FREED. This festive promotional spot was a result of a strong collaboration between DIVA Universal and Liquid Thread which is the content development division of the Starcom Mediavest Group. The promotional efforts for Honda and DIVA Raya extended beyond a 60-second spot with a DIVA First Cut behind-the-scene coverage of the production which included interviews with the featured celebrities, the Liquid Thread representative and the Honda client.
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case study
L’Oreal WOW Campaign (Women of Worth)
L’Oreal Malaysia together with Astro and NBCUniversal’s channels, DIVA Universal and E! launched the beauty brand’s branding campaign, Women of Worth, targeting the women of Malaysia. The objective of the campaign was to bridge the gap between their celebrity ambassadors and the everyday Malaysian woman by empowering them to believe that ‘They’re Worth It’. The campaign launched on the8th of March, Interntional Women’s Day, on the channels with 3 versions of vignettes, featuring their ambassadors Beyonce, Aishwarya Rai and Fan Bing Bing along with their inspirational stories. To target a wider audience base, the spots were produced in local languages; Aishwarya Rai – Bahasa Malaysia, Fan Bing Bing – Mandarin. The campaign aired for 3 months.
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SPT Networks, Asia network overview Sony Pictures Television Networks, Asia was established in 1997 in Singapore as the Asian headquarters for Sony Pictures Television’s networks business. It operates five ad-supported 24/7 channels in the region which are wholly-owned by Sony Pictures. AXN is the home of thrilling entertainment; beTV is the place to be for the best of entertainment for younger adults; Sony Entertainment Television is a female-skewing channel offering wickedly juicy shows; Animax offers anime programming for all; and ONE, the gem of Asian general entertainment, is powered by prime and current South Korean drama, variety and music shows. Advertising Opportunities & offering With a channel brand portfolio targeting key demographic and psychographic audience segments, Sony Pictures Television Networks, Asia offers customized solutions for advertisers to connect with target audiences and deliver on market needs. Advertising and communication options include but are not limited to on-air sponsorship, viewers’ contests, on-ground activation, digital solutions, sponsor-branded vignettes, as well as creative brand and product integration and placement within original programming. With its bouquet of five channel brands, Sony Pictures Television Networks, Asia offers advertisers creativity and advertising solutions across the spectrum of general entertainment. Major Advertisers Thai Airways, Malaysia Airlines, Air Asia, Bangkok Airways, Volkswagen, Chevrolet, Subaru, Maybank, Standard Chartered Bank, Samsung, LG, Sony, Hilton Hotels & Resorts, Expedia, Malaysia Tourism Promotion Board, Department of Tourism Philippines, Axiata
SPT Networks, Asia’s AXN, beTV, SET, ONE and Animax deliver coveted audience verticals like males 25-45, urban females 18-35, youths 15-25, and work with brands on innovative platforms and executions for impactful, targeted viewer engagement. Jack Lim Vice President, Advertising Sales & Marketing, Sony Pictures Television Networks
Key Network Contacts Hui Keng Ang Senior Vice President, Business Operations Jack Lim Vice President, Advertising Sales & Marketing Chih Yeong Voo Vice President, Affiliate Sales & Marketing Yan-Jong Wong Vice President, English Content Virginia Lim Vice President, Asian Content 10 Changi Business Park Central 2 #03-01 Hansapoint@CBP, Singapore 486030 Tel: +65 66228722 Fax: +65 66228706
channel profile AXN offers viewers a thrilling ride with an exciting slate of programs designed to exhilarate and help escape the humdrum of daily routine. The channel delivers first run, exclusive top-rated drama series, blockbuster features, adventure and competitive reality programs from around the world, as well as made-in-Asia original productions. Launched first in Asia in 1997, AXN is now watched by 145 million viewers in more than 123 million homes across 20 countries in the region, including close to 50 million households on a time-block basis in China. AXN HD is the high definition feed of AXN. See www.axn-asia.com for more. Programming Action Drama Series:The Blacklist, CSI, NCIS: Los Angeles, Hawaii Five-0, Falling Skies, Blue Bloods Adventure Reality Competitions: The Voice, The Amazing Race, American Ninja Warrior, The Hero AXN Original Productions: The Apprentice Asia, Cyril: Viva Magic, Hannibal, The Amazing Race Asia, Cash Cab Asia
hannibal
the blacklist
audience profile AXN’s core audience comprises upscale and affluent adults, including professionals, managers, executives and businessmen (PMEBs) viewers.
hawaii five-0
the apprentice asia
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channel profile Launched on 1 January 2004, Animax is Asia’s first channel brand specializing in Japanese animation – anime. Animax offers a wide variety of anime programs from across the most popular genres including action, romance, horror, supernatural, comedy and slice-of-life. Animax is home to some of the biggest anime titles in the world that enjoy great following across the region. In addition, the channel created TV history in April 2009 by becoming the world’s first regional broadcaster to air an anime series at the same time as Japan and followed that with five other simulcast anime series.
© REKI KAWAHARA / ASCII MEDIA WORKS / AW Project
accel world
Beyond television screens, Animax also actively engages its audiences at local events, including its signature Animax Carnival that has rolled out in Malaysia, the Philippines, and Taiwan. See www.animax-asia.com for more. programming Fairy Tail, Hunter x Hunter (2011), Beelzebub, Little Battlers eXperience, Accel World, Sket Dance, Kamisama Kiss, Hyouka, Naruto, Naruto Shippuden, Bleach
© Hiro Mashima • KODANSHA / Fairy Tail Guild • TV TOKYO. All Rights Reserved.
fairy tail
Channel distribution Animax currently reaches 40 million viewers in 46 million homes across 17 markets in Asia. Audience profile Animax aims to offer anime for everyone.
©POT (Yoshihiro Togashi) 1998-2011 ©VAP・NTV・Madhouse/Shueisha
Hunter X Hunter
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channel profile ONE showcases the latest South Korean drama and entertainment programs on an exclusive and first-run basis. These include selected drama, variety and music shows that premiere within 3 – 5 weeks of their debut broadcasts in Korea. Viewers can catch the biggest stars and hottest names in Korean entertainment, from young and trendy idol dramas to popular soap operas, along with the current variety buzz and the top K-pop hits. In addition, ONE has also regularly brought South Korean artistes on promotional tours to meet with fans. Successful events have included drama stars like Zo In Sung (That Winter, The Wind Blows), Lee Hyun Woo (To the Beautiful You), Lee Dong Wook (Scent of a Woman), Kim Sun-A (Scent of a Woman), and Jang Hyuk (Midas); as well as K-pop boy group BTOB. ONE HD is the high definition feed of ONE, see www. onetvasia.com for more. Programming Compelling drama series: The Master’s Sun, My Love, Madame Butterfly, The Strange Housekeeper, Case Number 113, I Hear Your Voice, Empire of Gold, That Winter, The Wind Blows, Jang Ok Jung, Fashion King, To the Beautiful You Star-studded variety shows: Running Man, Barefoot Friends, Incarnation – The One Who Rules The Heart, Star King Hip music shows: K-Pop Countdown (Inkigayo) channel Distribution ONE is currently available in six markets including Australia, Brunei, Cambodia, Indonesia, Malaysia, and Singapore. Audience Profile ONE caters to a core audience in their 20s – 40s, femaleskewed, as well as viewers with a keen interest in the freshest South Korean entertainment.
running man
the inheritors
Master’s Sun
channel profile Sony Entertainment Television (SET) is the destination for wickedly juicy TV – appealing to discerning females who like their entertainment sassy and fun, with a pinch of mischief. Expect sexy, chic and witty shows centered on fashion, lifestyle, design, food, romance, and celebrity gossip. See www.set-asia.com for more. programming Sexy and chic drama series: Nashville, Drop Dead Diva, The Borgias, Sex And The City, True Blood Bold and hip lifestyle reality shows: Top Chef, Millionaire Matchmaker, The Real Housewives of New York City, Cupcake Wars, Flipping Out, Sweet Home Alabama, The Rachel Zoe Project
nashville
Channel distribution SET is currently available in 9 markets across Asia. Audience profile SET caters to female viewers in their 20s and 30s who are trend-setters and opinion leaders.
cupcake wars
channel profile beTV is Asia’s latest entertainment hangout for the very best in drama, comedy, mystery and lifestyle programs. With first-run and exclusive multi-award winning new shows and returning hits, beTV appeals most to a younger adult audience. See www.betvasia.com for more. Programming Teen Wolf, Men at Work, Necessary Roughness, Sherlock, Supernatural, Justified channel distribution beTV is currently available in 12 markets across Asia.
justified
audience profile beTV is enjoyed by male and female audiences 18 and over.
men at work
case study
Axiata Voices of Asia Campaign Objectives: Axiata’s aim was to strengthen consumers’ awareness of their brand values and corporate citizenship. They wanted consumers to understand their brand and what the company stands for, as well as to be associated with all things good. As a brand, Axiata believes in Asia and wanted to get Asians sharing their belief. As Axiata invests time and effort into grooming young talent, encouraging human connection and bridging people across Asia, channel partner AXN magnified these efforts by involving viewers and creating awareness in Axiata‘s key markets through a customized 360° campaign that involved extensive on-air, on-ground and online coverage. The Axiata Voices of Asia campaign drew 7 million viewers across Asia during its run on AXN East Asia and South Asia feeds, and delivered a total of 17 million website impressions. Content Integration: AXN teamed up with Axiata and spent many weeks in Axiata’s key markets including Bangladesh, Cambodia, Sri Lanka, Malaysia, Indonesia, Singapore and India interviewing children on what they would and could
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contribute to their community to improve the quality of lives for others. There were a total of 3 phases in this campaign: Phase 1 – Seven customized short form vignettes showcased children from various countries, and cultures were created to tease the broadcast of Axiata Voices of Asia across AXN East Asia and South Asia Feeds. Phase 2 - Axiata Voices of Asia, a 22min program was aired on AXN in 18 territories across Asia in a premiere and 2 repeat slots during primetime. Phase 3 – Three vignettes were edited as an extension to the campaign to expand on the exposure following the premiere and repeat telecasts of Axiata Voices of Asia. Branding: Axiata enjoyed extensive brand exposure that included title mention (Axiata Voices of Asia), on-air (opening/closing billboards and a promo trailer with Axiata) and online (Voices of Asia microsite, streaming of Axiata’s banner and all customized vignettes, social media promotion through AXN Facebook and Twitter accounts).
multichannel tv 2014
case study
Samsung Campaign Objectives: Samsung aimed to build awareness and drive the link between consumers and their Smart TV sets. They wanted emotional connection with AXN viewers who are high net worth, expressive, early technology adopters, digital aestheticsand brand-conscious as well as family-oriented individuals through AXN bespoke innovative solutions that could provide an immersive viewing experience with Samsung’s Smart TV product. Our Solution: To meet the objectives of brand awareness through maximum exposure to drive a high impact campaign, AXN carved out a domination strategy based on the network’s first and exclusive primetime original production, Hannibal by combining a series of customized billboard concepts that expounded different unique selling points for Samsung Smart TV, complemented by strategic spots buy. As part of a ground-breaking campaign, Samsung also enjoyed brand exposure within the Hannibal second screen mobile app that offered exclusive content to complement viewing, as well as on the digital space, reaching the fast growing tablet and smart phone user segment as well as the elusive group of attitudinally-young and digitally-savvy audience. The integrated campaign across website, TV spots and the second screen mobile app leveraging AXN Original series Hannibal offered a comprehensive solution for Samsung which also enhanced the entertainment experience for audiences. Second Screen Experience: AXN’s second screen mobile app for Hannibal is a first for drama series in many markets
across Asia, breaking new ground for pay-TV in the region. It generated consumer and trade publicity by positioning Samsung and AXN as Digital Media leaders and brought about a multi-platform touch-point with consumers that are currently unparalleled in the market. Through the second screen mobile app, the universe of Hannibal offers much supplementary content that enriches the immersive viewing experience. Some of the cool features delivered on the app include: 1. Unique ‘SYNC NOW’ function - The app synchronizes to each episode as it airs live, and even during DVR or VOD playback. The second screen mobile app is available for free download on both iTunes and Google Play Store. 2. S ocial Media friendly -The second screen mobile app delivers rich video, web and mobile content that promotes sharing and conversation across Twitter posts. 3. Drive tune-in – In-app reminder for users to tune-in to the next episode. 4. C haracter Tracker - Episodes-based feature that unveils the cast members as the story progresses.
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Turner Broadcasting System, Inc. company description turner broadcasting system international operates versions of core TBS brands, including CNN, TNT, Cartoon Network, Turner Classic Movies, as well as country- and region-specific networks and businesses in Latin America, Europe, the Middle East, Africa, and Asia Pacific. It runs Pay- and Free-TV-channels, as well as Internet-based services, and is a commercial partner with various third-party media ventures; it teams with Warner Bros. and HBO to leverage Time Warner’s global reach. TBS operates more than 150 channels showcasing 33 brands in 36 languages in over 200 countries. Turner Broadcasting System International, Inc. is a subsidiary of Turner Broadcasting System, Inc. (TBS), a Time Warner Company.
channel profile cnn international reports history as it unfolds, with fast, accurate and impartial coverage of the most compelling stories from around the globe. Whatever, wherever and whenever it happens, CNN brings the news that matters to you. With an unrivalled track record for objective, relevant news reporting and constant investment in technologies, channels and news gathering staff, CNN continues to hold its position as the pre-eminent multi-platform provider of news content.
cnn newsroom
world business today
Programming CNN Newsroom: Live from Hong Kong is your essential morning briefing. A fast-paced two-hour morning news show reporting on the top stories from Asia Pacific and across the world, from business to sport, weather, technology and entertainment. Hosts Patricia Wu and Andrew Stevens capture the energy of a new day from one of the most fascinating places in the world.
World Business Today is a one-hour program airing several times during the day that rounds up the day’s global business news with a focus on international business and market
anthony bourdain parts unknown
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trends, economic developments, stock market trading, bids and take-overs. Season 1 of Anthony Bourdain: Parts Unknown recently won two Primetime Emmy Awards including, ‘Outstanding Informational Series or Special.’ This lifestyle series hosted by world-renowned chef and bestselling author Anthony Bourdain takes viewers off the beaten track to ‘parts unknown’, uncovering little-known areas of the world and celebrating diverse cultures by exploring their food and dining rituals. channel distribution CNN is available in more than 46 million households in Asia Pacific and more than 375 million around the world (24 hour basis).
CNN continues to pioneer new ways for advertisers to connect with consumers, making full use of relevant programming, classleading digital extensions and the power of the CNN brand. william hsu Vice President, CNN Advertising Sales – Asia Pacific
Advertising Opportunities & offering CNN is known globally for its journalistic excellence and technological innovation, delivering content across multiple linear and digital platforms. Consumers can therefore access content anywhere and anytime, meaning advertisers are uniquely positioned to market their brand to highly-targeted, upscale international audiences. Major Advertisers The world’s leading multinationals and upwardly mobile regional companies from the travel, finance, luxury goods, consumer electronics and other sectors. Audience Profile Across all platforms, CNN’s viewers are educated, globallyaware and influential. Successful business decision-makers rely on CNN.
Key Network Contacts William Hsu Vice President, CNN Advertising Sales, Asia Pacific william.hsu@turner.com
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Stacey Rabsatt Sales Director, CNN Advertising Sales – SE Asia stacey.rabsatt@turner.com
Sally Young Executive Director, CNN Advertising Sales – North Asia multichannel tv 2014 sally.young@turner.com
Brand profile Cartoon Network, the number one kids’ channel in Asia Pacific, offers the best in original animated entertainment while drawing from the world’s most iconic cartoon library of Warner Bros., MGM and Hanna-Barbera titles. Original series showcased on Cartoon Network include the hit, award-winning series Ben 10, The Amazing World of Gumball, Regular Show and Adventure Time. Cartoon Network is available in 23 territories throughout Asia Pacific and is currently seen in more than 74 million cable homes. Online, Cartoon Network reaches nearly four million unique visitors a month and eight million Facebook fans. Channel distribution Total 24 hour households
74 million
Audience profile Boys and girls, 4-14 years old
Kids are in charge these days. They’re consuming content at a higher rate and across multiple platforms. At Turner, we’re constantly innovating to increase the level of engagement with younger audiences through integrated campaigns. nadia hwang Executive Director, Entertainment Ad Sales – SEA Pacific
Advertising opportunities Cartoon Network offers a range of multimedia opportunities including on-air, on ground and online sponsorship, bespoke vignettes, product placements and branded content solutions. major advertisers Prudential, Unilever, Bandai, Mattel, Hasbro, P&G and Kao.
adventure time
the amazing world of gumball
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other brands Toonami is the ultimate home of the superhero. Packed with high-octane, top-rating adventure series, Toonami is a dedicated destination for action enthusiasts. Fan boys and girls, ages 8-16 years old around Asia can tune in to a world of breath-taking animation and non-stop action. A socially-charged, multiplatform experience, it’s a full-on boys’ superhero fantasy: a full tilt, over the top, roller-coaster ride of adventure, quips, drama and a whole lot more. Featured action franchises include Young Justice, Max Steel and Batman: The Brave and the Bold. Toonami is currently available in the Philippines, Indonesia, Thailand, Singapore, Hong Kong, Cambodia and Mongolia.
superman: the animated series
Cartoonito is Big Fun for the Little One! In Asia, this younger-skewing brand offers young children — and their families — engaging and trusted content through its dedicated HD-ready television channel. Always fun and stimulating, Cartoonito features an array of hit series such as LazyTown, Make Way for Noddy and My Little Pony: Friendship is Magic, which complement a line-up of colorful creations for every imaginative young boy and girl. Cartoonito is currently available in the Philippines, Thailand, Cambodia, and Hong Kong.
lazytown
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Boomerang is the premier home of the world’s most iconic toons from the celebrated studios of Cartoon Network, Hanna-Barbera, Warner Bros., and MGM studios. It is a mixture of internationally recognized comedy and fantasy brands, creating an exciting destination for family entertainment. Boomerang is a dynamic and quirky place where young girls and boys can be inspired laugh and play with the whole family; a place with the best slap-stick comedy and fantasy cartoons that are parent-approved. Boomerang is currently available in Australia and Thailand.
scooby-doo! mystery incorporated
Key Network Contacts Nadia Hwang Executive Director, Entertainment Ad Sales – SEA Pacific nadia.hwang@turner.com
Ah Jin Jung Senior Sales Manager, Entertainment Ad Sales – SEA Pacific ah.jin.jung@turner.com
case study
Mastercard That’s MasterCard. That’s Priceless.
Campaign Objectives: To align the sponsorship to become a seamless part of an overall eco-system that MasterCard was creating for both their destination-focused and merchant-focused campaigns in 2012 & 2013.
destinations. Users could also download and print handy one-page PDF guides for each city, serving as a quick hardcopy reference as and when required. Additionally, the partnership was expanded further through iReport Assignments – inviting users to share their experiences at these destinations.
solution: CNN Travel produced a custom-built MasterCard-branded “Insider Guides” section, providing focused travel content that featured 52 different travel destinations throughout 2012. The content offered a variety of topics from; Where to Stay, Dining & Bars, Sights & Shopping, and Off-the-beaten-track hideaways. Both the section and story pages had special branded MasterCard skinning throughout and a side toolbar allowed for quick navigation and ease of sharing via Facebook, Twitter, Email or Print. Key destination articles included text-links that connected users to MasterCard’s Priceless Cities Microsites, enabling direct user engagement. The “Insider Guides” section and articles were promoted via co-branded banners, and through a Homepage & Super Road Block on both CNNI and CNN Travel. Additionally, Feature Boxes and Hero Placements on CNN Travel Mainpage and CNNI.com editor’s choice, as well as SEO initiatives and social media pushes promoted the campaign further. In 2013, the “Insider Guides” Section was expanded through updates and new guides being added. Key destinations were closer integrated with MasterCard’s Priceless Cities campaigns by launching Focus Weeks, and publishing Regular Coverage Articles on key 86
multichannel tv 2014
case study
Prudence Foundation Brand: Cha-Ching Money-Smart Kids Background and Client Situation: Following the global credit crisis, Prudential partnered with Cartoon Network to create an engaging program to promote financial literacy to kids and families.
Results of Campaign/Highlights: Launched in Q4 2010, Cha-Ching continues to be a success today. In 2013, on-air ratings have been consistently in the top-5. The Band Manager app, launched in 2012, has accumulated 400,000 hours of play, with 657,000 songs created. The program has been acknowledged by educators across the region and is part of the Philippines’ national curricula.
Objective: To create an engaging and entertaining multi-platform experience using high-quality animation, memorable songs and unique characters. Insight: Parents in Asia know it’s important for kids to learn money management skills. While 98% agree that education must start with them, 94% believe that TV or internet entertainment would also be effective. Differentiator: Cartoon Network is the leading kids’ channel in Asia Pacific, offering a unique brand of storytelling and humor to 74 million households. Proposed Solution/Strategy: Working with child education expert Dr. Alice Wilder, Cartoon Network and Prudential developed a series of 13 episodes called ChaChing Money-Smart Kids. It uses four key money-management concepts – Earn, Save, Spend and Donate – and stars a band of six animated characters. A multi-platform, multi-lingual experience, ChaChing has a significant online presence. Apps, activities and games are available for download. Meanwhile, school contact programs were rolled out across the region.
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FOX International Channels network overview FOX International Channels (FIC) is 21st Century FOX’s international multi-media business. We develop, produce and distribute 300+ wholly- and majorityowned entertainment, sports, lifestyle, factual and movie channels in 48 languages across Latin America, Europe, Asia and Africa. FIC’s core channel brands include FOX, FOX SPORTS, FOX Life and National Geographic Channel. FIC’s movie channels include FOX Movies, FOX Movies Premium, STAR Chinese Movies and Moviecity. In Asia, FIC operates and distributes 30+ channel brands, including the FOX, STAR and National Geographic brands, with over 100 feeds across 14 markets. Asia the leading payTV network in the region, we reach more than 550 million cumulative subscribers across Asia Pacific and the Middle East with offices in Hong Kong, China, Taiwan, Japan, Korea, Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, India, Australia, New Zealand and the UAE.
With the rapid increase of homes across Asia getting access to Pay-TV, it has never been a more exciting time for FOX One Stop Media (FOSM). With our diverse offerings and localised content, we are able to provide advertisers with even more opportunities to resonate with their target audiences. In addition, with the recent addition of sports into our extensive portfolio, we are now able to reach out to an exponentially wider audience for advertisers looking to maximise their investment dollar. Simeon Dawes Head of FOX One Stop Media, Asia Pacific & Middle East
For more information, please visit www. foxinternationalchannels.com Advertising Opportunities & offering FOX One Stop Media (integrated advertising sales arm of FIC) offers a vast range of opportunities including sponsorship of acquired and original programmes, as well as deliver customized solutions (including localized content) to connect with target audience. Major Advertisers ANZ, Adidas, Canon, Korea Tourism Organisation Lexus, Mastercard, Nikon, Panasonic, Petronas, Rolex, Samsung, Subaru, Thai Airways, Toyota and more.
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SPORTS channel profile FOX SPORTS and FOX SPORTS PLay are television’s most authoritative and informative sports channels, featuring live action, peerless analysis and expert insights. A 24hour sports channel brand that showcases the most diverse content and action from live programming in astonishing visual and audio clarify to bring fans closer to the sports they love. Audience profile Male/Female channel profile STAR Sports celebrates sports with an emphasis on the lifestyle and interactive aspect of spectatorship, engaging sports fans and connecting them with the sports they love to watch.
Audience profile Male/Female, 15+
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Available in High Definition and online catch-up service – FOX SPORTS PLAY foxsportsasia.com
FACTUAL channel profile The National Geographic Channel inspires through its smart, innovative programming and never fails to enrich and impact viewers’ knowledge and understanding of the real world. The channel opens up a world of possibilities by exploring popular science, technology, natural history, archaeology, natural mysteries, wildlife and others. Backed by the National Geographic Society’s innumerable scientific research projects and expeditions, the award-winning channel has unparalleled access to groundbreaking explorations into the known and unknown.
Available in High Definition natgeotv.com/asia
Audience profile Male/Female, 15+ channel profile Nat Geo Wild HD is dedicated to providing a unique insight into the natural world, the environment, and the amazing creatures that inhabit it. From the most remote environments to the forbidding depths of the oceans, Nat Geo Wild HD uses spectacular cinematography and compelling storytelling to take you on unforgettable journeys.
natgeotv.com/asia
Audience profile Male/Female, 4+ channel profile If you’re looking for bold, high impact and exciting programming, you’ll find it with Nat Geo Adventure HD. Nat Geo Adventure HD delivers the unfiltered experiences of young travelers whose journeys take them to the edge and beyond. Nat Geo Adventure HD targets curious young travelers craving exhilarating stories and thrilling imagery of a world not yet documented.
natgeotv.com/asia
Audience profile Male/Female, 18-49
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chinese entertainment channel profile SCM (STAR Chinese movies) is the no. 1 Chinese movie channel in the world and is the premier destination for lovers of blockbuster Chinese cinema. SCM is dedicated to providing first-run and premium content including box-office hits from Hong Kong, China and Taiwan. SCM not only guarantees exclusives from top Chinese and Asian producers and major studios, but also offers a powerful combination of live events and concert series, and riveting documentaries. With unrivaled content together with the new market-leading online on-demand service called SCM Play, this channel provides an unmatched premium entertainment experience.
Available in High Definition, a subscription video-on-demand service, and an online catch-up service – SCM PLAY
Audience profile Male/Female, 15+ channel profile Channel M, a joint venture between FOX International Channels and CJ E&M, Korea’s leading media conglomerate, is the channel of choice for K-entertainment in Asia. Bringing to viewers first and exclusive high-quality Korean programs featuring the most popular Korean stars, Channel M is at the forefront of spreading K-Culture throughout the world. Viewers experience the excitement and glamour around K-stars through a diverse line-up of programming including K-Pop, dramas, variety and lifestyle shows, entertainment news and movies. Audience profile Female/Male, 15-39
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Available in High Definition and via a subscription video-ondemand service channelm.net
General entertainment channel profile Distinguished by a lineup built on the hottest and sought-after US and international dramas, comedies, reality shows and special live events, STAR World sets the trends across the Asian television landscape. The channel targets affluent young female viewers and keeps them ahead of the curve by offering a plethora of exclusive and guaranteed first-run programming.
Available in High Definition starworldasia.tv
Audience profile Female, 15+
Hollywood Movies Channel Profile FOX Movies Premium is a revolutionary approach to the premium movie channels. The channel is dedicated to providing first-run, exclusive and live content, as well as cutting-edge, advanced On Demand services. Powered by its unique combination of first-run Hollywood blockbuster movies, acclaimed original series and live events, the channel provides an unmatched entertainment experience.
Available in High Definition foxmoviespremium.tv
Audience profile Male/Female, 14 - 49
Key Network Contacts Simeon Dawes Head of FOX One Stop Media, Asia Pacific & Middle East Simeon.Dawes@fox.com Alex Lambeek Head of Affiliate Partnership and Syndication, Asia Alex.Lambeek@fox.com
Con Apostolopoulos VP, Advertising Sales & Partnership Con.Apostolopoulos@fox.com Vineet Puri VP, Integrated Advertising Sales Vineet.Puri@fox.com
case study
Freedom Riders Asia BACKGROUND Freedom Riders Asia is an adventure travel series developed and produced by FOX SPORTS and Shell Advance. The core focus of the show was to give an entertaining motorcycle travel and adventure experience, while also allowing the host to discover ‘freedom through effortless mobility’ by incorporating the show Shell’s product and brand values. The host of the show, the effervescent motorcycle aficionado, Charley Boorman, through each half hour of the show took TV viewers far and wide to exciting locations in Asia (specifically India, Indonesia, Malaysia, Philippines, Thailand and Vietnam) and provided a kaleidoscope of Asian bikerdom as one would have never seen before - showcasing the weird, wonderful and extreme enthusiasts and showmen who make the world of biking so unbelievably awesome. CLIENT’S OBJECTIVE Further create awareness of Shell Advance as the motorcycle oil and lubricant that will result in positive changes to the bike – including better performance, protection and reliability. SOLUTION ‘One Man, One Bike, One Tank of Petrol’ Freedom Riders Asia – an adventure travel series - was conceptualized to capture the best, most surprising and amusing experiences within the chosen destination cities. It took viewers through a truly enjoyable motor biking ride.
importantly the colorful people that make every ride an enjoyable experience to share. Each episode followed this format to deliver a crisp and eventful run through of that city and tell the story of Shell Advance’s tag line “Enjoy Every Ride”. RESULTS It created a strong buzz across markets with this unique biking concept and helped spread Shell Advance’s message – “Enjoy Every Ride”: Created high visibility of Freedom Riders Asia content: • Estimated reach of 6 million cable viewers in Singapore, Malaysia and Philippines with 35 million total viewings • More than 1.89 million views on YouTube and over 1.85 million viewers on Youku Created high engagement with Freedom Riders Asia content: • Bikers are viewing and engaging with this content online, with over 4 million views currently and more than 700,000 minutes watched on YouTube • Within social space, FRA helped increase Advance SOV from 54% to 86%
Along the way, viewers experienced Asia’s biking culture, unique local cultural events and most
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network profiles
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Turner International Asia Pacific Limited
As the home of global hits like Adventure Time, Ben 10 and The Amazing World of Gumball, Cartoon Network is the go-to place for comedy and adventure. We’re adding even more room for laughs by premiering new titles like LEGO Mixels, Uncle Grandpa, Steven Universe, Clarence and more. With such great content, we’re keen to deliver our brand of funny across all platforms, particularly in HD and the mobile space, adding value not only to our audiences but to our affiliates’ offerings. Also upping the ante, Toonami will continue to serve up the ultimate boys’ action experience, bringing bigger and bolder heroes from shows like Beware the Batman and Max Steel to multiple screens. Meanwhile, Cartoonito will see popular, global franchises like LazyTown and Doozers entertain the younger ones in the family in HD and select languages.
MARK EYERS Chief Content Officer
Upfronts: Looking forward to 2014 sony pictures television
Expect a thrilling AXN year starting with new suspense thriller The Blacklist starring James Spader, new epic adventure reality show The Hero featuring Dwayne ‘The Rock’ Johnson, and original unscripted series Cyril: Viva Magic with Japanese magician Cyril. ONE takes popular South Korean entertainment further by premiering selected new dramas like The Inheritors and The Strange Housekeeper, variety programs Running Man and Barefoot Friends, and music show Inkigayo within 3 – 5 weeks of Korean broadcasts. On Animax, fans can enjoy popular anime including Hunter x Hunter and Fairy Tail, with new series Coppelion simulcast same time as Japan.
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Hui Keng Ang Senior Vice President, Business Operations, Networks, Asia
Discovery Networks Asia-Pacific
We have relied on the support of our viewers over almost two decades. Moving forward, we are looking at ways to engage them better with our brands. We recently created a private online community of Discovery viewers, and talk to them on a regular basis, along with short surveys, sneak previews and fun polls, all aimed at helping us shape the future of Discovery Channel. As content needs and viewing habits continue to evolve, we are excited about the opportunity to gather their thoughts, and make them a part of our plans. We want to make sure that our brands remain the top channels in their respective genres.
Kevin Dickie SVP Content Group
A+E Networks Asia
HISTORY™ is upping the ante, bringing scripted dramas — Vikings and Bonnie & Clyde — as major tent poles to Asia. Our original productions are also in full swing with Hidden Cities Extreme Season 2 and a second installment of Special Forces premiering first half of 2014. On Lifetime, we’ll continue to build the MasterChef Australia franchise, first and exclusive to Lifetime, as well as introduce locally produced content. Bio and CI will also see investment in original productions and H2 will continue to premiere first-run content that delivers knowledge in an engaging manner.
Michele Schofield SVP Programming & Marketing
FOX international channels
With our recent launch of FOX Sports, FIC is now the only network in Asia with an offering across every genre – Sports, Entertainment, Factual, Lifestyle and Chinese/ Asian, and offering this premium content in more languages than any other network. We work tirelessly to build channel brands that resonate locally with each market and drive a strong emotional connection with each market’s audience. We are now taking our localization efforts to the next level and ramping up production of original content made for, by and in local markets all across Asia, across all genres. Joon Lee EVP Content & Communications, Asia Pacific and the Middle East.
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