MTV Networks joins Asian TV Advertising Coalition

MUMBAI: MTV Networks Asia is the latest member of the Asia TV Advertising Coalition (ATAC). ATAC is the alliance of Asian broadcasters dedicated to generating new advertising revenue streams for subscription television across 15 Asian markets.

The announcement was made by the Cable & Satellite Broadcasting Association of Asia (CASBAA) today.
The other ATAC members are Bloomberg Television, CNBC/ Universal Networks International, Discovery Networks Asia, Fox One Stop Media, Sony Pictures Television and Turner International.

Said MTV Networks Asia EVP and MD Indra Suharjono, “Coordinated collaboration amongst the region’s content providers will prove to be a key element in developing ATAC’s impact and success.”

“Joining this powerful group of networks will allow us to share our insight and expertise across demographically diverse audiences, learn from our colleague’s experiences, and work in tandem to build a stronger platform to grow advertising revenue for pay-TV providers across Asia,” Suharjono added. 
Currently, there are more than 1,000 pay-TV channels in Asia reaching approximately 350 million pay-TV homes – "regional", "local" and "multi-local", accounting for one billion viewers.

P1, a consultancy run by Peter Bullard, is driving the ATAC programme to its next stage. According to Bullard, the ATAC message in 2010/2011 will focus on a fast-moving market.

Meanwhile, the coalition is working closely with platforms and local ad sales teams in key Asian markets to refine its message to agencies, making it a generic pitch to grow the pay-TV advertising pie, CASBAA said in a statement.
"One thing is certain, with pay-TV audiences growing all the time, we aren‘t taking home enough ad dollars to reflect that reach," Bullard said.

“And even now, pay-TV has only scratched the surface of the Asian opportunity,” said CASBAA CEO Simon Twiston Davies. “Initiatives such as the ATAC campaign are showing the way.”

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