Strategies to Capture Eyeballs Drive Hot Debate at CASBAA 2013

 
Strategies to Capture Eyeballs Drive Hot Debate at CASBAA 2013 
Hong Kong, Oct 24, 2013 - (ACN Newswire) - New strategies to capture and
retain viewers, while increasing advertisement potential, were key areas of
focus on the second day of the CASBAA 2013 in Hong Kong. Global and Asian
industry leaders joined media personalities to examine successful strategies
and techniques. 
"CASBAA's commitment to promoting the effectiveness of multichannel
TV as a marketing tool and raising the industry profile among advertisers was
in full force, with several panels focusing on topics including branded
content, audience measurement and the value of partnerships," said Marcel
Fenez, Chairman, CEO. "Our closing panel on satellite services and C-band
usage also reflected the diverse issues affecting our industry today." 
Many participants agreed that local relevancy was crucial in Asia. According
to Zanny Liu, Senior Manager, Advertising Sales, A+E Networks Asia, noted that
the Ride N' Seek documentary series, featuring US-born biker Jaime
Dempsey and her Harley-Davidson, successfully met Malaysian viewers'
expectations. Comments on Jaime Dempsey's Facebook page showed that
"Malaysia fans want more," said Mr. Liu. 
Peter Giakoumelos, VP, Advertising Sales, Discovery Network Asia Pacific, also
advised not to restrict content delivery to a few platforms: "Today, the
media landscape is diverse and redefined. All we have done is to satisfy
curiosity, and provide the highest quality content that entertains, engages
and enlightens." 
Use of branded content is also gaining traction in Asia. According to Ah Jin
Jung, Senior Regional Sales Manager, Turner Broadcasting Systems Asia Pacific,
their choice of using branded content for the Cha-Ching Money Smart Kids
financial literacy programme allowed them to "maximise exposure and
integrate into the kids' lifestyles." 
Kar-Tai Koh, Global Brand Manager, Shell Advance Motorcycle, noted that
branded content can help to create a bond between the brand and the target
audience. Commenting on the Freedom Riders Asia series, he noted: "We
wanted Shell to develop a bond with the biking community. And the bikers
wanted to see, hear, and be part of it." However, participants also
highlighted looming challenges. "The biggest challenge that we have is to
create interesting and engaging content, and deliver the client's
messages to the customers at the same time," said Mr. Mike Rich, CEO,
Content (APAC), GroupM. 
Measuring pay TV effectiveness was another hot topic during the Convention.
Although this debate has been raging for years, participants noted that the
alternative measurement system, Return Path Data (RPD), is showing promise.
"RPD provides data and information for the niche channels among different
segments," said Henry Robles, Research Director, Audience Research &
Analysis, NBCUniversal. Nick Burfitt, Global Director, Kantar Media Audiences,
who observed that RPD is becoming widespread, noted: "It can fill some of
the gaps among the traditional [measurement] methods and provide
solutions." 
However, Janice Lee, Managing Director, TV & New Media, PCCW argued that
RPD will not replace but supplement traditional methods. "Consumer
behaviours are changing and cannot be captured yet, and we also have more OTT
users at the same time. RPD supplements traditional [measurement] methods in
order to provide a comprehensive view," she added. 
The day ended with an intense panel discussion that examined the challenges
facing content delivery in Asia. "Supply and demand always comes
together," observed Bill Wade, President & CEO, AsiaSat. "The
selling point is to match the product to the customer, and the key is to find
the right customers," added Mohamed Youssif, COO, Asia Broadcast
Satellite. 
When questioned on the importance of satellite transmission given the growth
and penetration of terrestrial broadband, panellists highlighted that for
"small and advanced" areas like Hong Kong this hold true, but not
for wide geographies like Thailand and Malaysia, which has areas where
terrestrial broadband is not available everywhere. 
The panellists then took a close look at ITU's recent announcement to
open up C-band frequencies for use by mobile devices. "This is a whole
new bargain," said Mr. Wade. "We need to win the battle," Paul
Brown-Kenyon, CEO, MEASAT claimed. "And we need to raise customer
awareness on the resulting impact [of how this will affect quality of
service]." Andrew Jordan, EVP Strategic Projects, Eutelsat questioned
whether there is a need for more frequency, while Mr. Youssif added: "To
me, [ITU] is just bullying." 
Supporting the CASBAA Convention this year are Leading Sponsor Create Hong
Kong of the HKSAR Government, Presenting Gala Sponsor Turner International
Asia Pacific and sponsors Accedo, active TV, Akamai, AMC/Sundance Channel
Global, APT Satellite, Asia Broadcast Satellite, AsiaSat, Bloomberg
Television, Brightcove Inc., CCTV News Content, Channel NewsAsia, Discovery
Networks Asia Pacific, Disney, Dolby Laboratories, Elemental Technologies,
Ericsson, euronews, Eutelsat, FIGHT SPORTS Network, France 24, GlobeCast,
Intelsat, Invest Hong Kong, Irdeto, ITV Choice, Lightning International,
MEASAT Global Berhad, MEZZO, Movideo, now TV, Paul, Weiss, Rifkind, Wharton
& Garrison, Playboy Plus Entertainment Inc., PwC, Scripps Networks, SES,
SKY Perfect JSAT Corporation, Sony Pictures Television Networks, TBN Asia,
Time Warner, TRACE, TrueVisions, TV5MONDE, Verimatrix, Viacom International
Media Networks, Vivicast Media and WarnerTV. 
For more information, please visit www.casbaaconvention.com. 
About CASBAA 
Established in 1991, CASBAA is the Association for digital multichannel TV,
content, platforms, advertising and video delivery across geographic markets
throughout the Asia-Pacific. 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. To view the full list of CASBAA
members, and more information, please visit www.casbaa.com . 
CASBAA 
Desmond Chung
Associate Director, PR & Communications
Tel: +852-3929-1712
Email: desmond@casbaa.com 
Copyright 2013 ACN Newswire. All rights reserved. 
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