Technology

Casbaa to hold TV Upfront on 13 December

MUMBAI: Casbaa, in association with Campaign Asia Pacific, is to stage its inaugural TV Upfront - The Singapore Screenings on 13 December, 2011 at the Goodwood Park Hotel, Singapore.


A half-day networking and preview experience for media buyers, agency heads and clients and led by the Asia TV Advertising Coalition (ATAC), the invitation-only presentations will promote pay-TV as an effective promotional tool for companies looking to maximize marketing budgets.


Casbaa chairman Marcel Fenez said, "The objective is to promote the multichannel TV industry as a single dynamic entity. With the region‘s multinational broadcasters presenting their upcoming programming for 1H 2012, there has never been a better opportunity to show media buyers the advantages pay-TV advertising."


Participating networks will include Discovery Networks Asia, Fox International Channels, NBCUniversal, Bloomberg, A+E Networks, MTV Asia, Sony Pictures Television Entertainment and Turner International through special screenings of their most compelling upcoming programming for the next season.


Special guest speaker Asia Planning Council, BBDO/Proximity chairman Andy Wilson will present a strategic overview of the industry to attendees and Brian Fisher, Caltex Global Brand Manager, Chevron International will offer a case study on the creativity and effectiveness of using pay-TV.


With multichannel TV now in more than 50% of TV homes across Asia , the power of pay-TV is amplified through new research commissioned by CASBAA from Universal McCann.
 
Based on a notional regional ad budget of just $1.5 million, new data demonstrates that investing progressively more on Pay-TV and less on free-to-air (FTA) yields improved ROI for clients. The findings show that an advertising message will be viewed by more people when the share of investment on pay-TV increases versus FTA.


"With multichannel TV‘s fast rising penetration in Asia, it can no longer be considered a "niche" platform but a valuable marketing tool garnering the greatest reach and efficiency for advertisers," added Fenez.

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