Casbaa Upfronts unite networks

NEW DELHI: Eight multichannel TV networks from across Asia Pacific have presented a unified message from the region‘s leading broadcasters, previewing the Casbaa channels‘ highlights for 2012 to more than 20 selected decision-making media buyers, agency heads and clients.

The networks were participating in the inaugural Asia Pacific TV Upfronts earlier this month in Singapore, presented by Casbaa.

"Where individual broadcasters have previously presented as single entities before, Casbaa is delighted to provide the Asia Pacific multichannel TV industry with a platform to demonstrate a consolidated view on the power of advertising on pay TV," said Casbaa chairman Marcel Fenez. "We look forward to more joint Upfronts and are already planning for the next one in Hong Kong during Q1 of 2012."

Broadcasters A+E Networks, Bloomberg Television, Discovery Networks Asia, Fox International Channels, NBCUniversal, MTV Asia, Sony Pictures Television Entertainment and Turner International all participated in the special screenings.

Additionally, guest speaker and BBDO/Proximity chairman of the Asia Planning Council Andy Wilson shared his insights into people‘s engagement with their mobile devices, TV‘s and PC‘s. "TV‘s primary role is to entertain and offer an emotional connection with audiences," he said.

Chevron International Caltex Global Brand Manager Brian Fisher also spoke on his brand‘s experiences with pay-TV and other content. "Brands need better ways to have more interesting integrated conversations through compelling and local content. Sell us the whole package and not the spots," he concluded.

"The reach and return on investment of pay-TV can no longer be denied," added Fenez. "With multichannel TV now in more than 50 per cent of TV homes across Asia, compelling content offered by leading broadcasters and affluent, targeted demographics, it just makes good business sense to invest in multichannel TV in the region."

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