Go Digital, Go Local is flavour of Asia TV Forum 2015


SINGAPORE: It seems the pre-market conference is looking to set the tone for the rest of the market as well. Everyone, who is either involved in the content creation or content aggregation end, is thinking digital and going local.


Post the keynotes earlier in the day, the sessions that followed include: 'The Future of TV and Visual Entertainment,’ 'Native Players, Digital Strategies,’ 'View from Over The Top' and 'Digital Content: Cashing in or Cashing out?’


In the first one, UK-based Ovum's practice leader Ed Barton took to stage and gave some valuable insights in terms of how the world's leading broadcasters and pay-TV operators are rethinking their business models to adapt to the ever changing and evolving viewing habits of the consumers. And even more importantly how advertisers are now thinking outside the box to catch their next potential customer.


“Pay-TV growth in developing regions will be driven by finer market segmentation. While digital will continue to grow and rely heavily on what millennials choose to consume, with creators having to strategise better and cater to those needs,” said Barton.


According to Ovum's study, India's average revenue per user (ARPU) from Pay-TV subscribers would be around $7.24 by 2020, whereas that for APAC will be at $8.63. But, what was more interesting is the fact that according to the same study, China would be having a lower ARPU than the Indian sub-continent, which is somewhat hard to digest. "The growth for video on demand services and HD services will be directly proportional to the ARPUs drive they receive,” Barton added.


Next up the panel discussing 'Native Players, Digital Strategies' saw Endemol Asia MD Fotini Parakakis, MNC Sky Vision - Indonesia, VP director Yudha Wibawa and BBC Worldwide - SEA, SVP & GM Monty Ghai giving their views on what they believe is the future of digital content from the broadcaster's perspective.


“Broadcasters and brands are more open than ever before to explore differentiated content offerings and break out of the old school, tried and tested formulas. It’s heartening to see independent content creators, who got their very own multi-channel networks (MCNs) now taking it a step ahead by working with broadcasters to create more engaging content,” said Parakakis.


Sharing similar views BBC's Ghai shared, “We are exploring short format shows as well, but our main focus will continue to remain long form premium content since that's in our DNA. That being said, what I believe will work for SEA and rest of Asia is if digital content can be used to drive audiences to consume more content on linear as well, rather than leading to cannibalise its presence.”


Indonesia is somewhat similar to how India is progressing in terms of its digitisation process, and people there too face similar hurdles like low broadband connectivity and penetration, along with infrastructure woes. But even in such a scenario MNC Sky Vision's Wibawa sees a ray of hope. "Although only a few cities are in the position to look at heavy consumption of content on the mobile (given the low broadband penetration) it is still worth a shot and a fairly large population (read over 30 per cent) that is on the look out for such content,” Wibawa said.


Similar discussions were held during the other two sessions as well, which clearly shows that digital is here to stay and if creators embrace the idea of 'Going Local, but for the world' then there’s nothing that can stand in the way of how Asia transforms from being influenced by western content, to influence western content instead.

Latest Reads

2017 was a regulatory roller coaster and the ride continues

NEW DELHI: The year 2017 for the media industry certainly couldn’t be called easy from the point of doing business despite efforts and claims by the federal government that significant progress had been made in the regard.

Specials Year Enders
Guest column: Digital outlook for 2018

MUMBAI: The year 2017 is behind us and, as we peek into 2018, there is so much to look forward to. The digital landscape is so dynamic and ever-evolving that an annual trend-spotting article would be unfair. But still there are key areas where digital is heading and I can safely say that 2018 is...

Specials Year Enders
Content segmentation defines English entertainment, movies in 2017

MUMBAI: It was the year of HD for English entertainment in India. Add to it, the bump up in the number of movie premieres and series that you could now see in better quality. Increased adoption of HD set top boxes encouraged broadcasters to go for HD. Content segmentation has emerged as a big...

Specials Year Enders
DTH's year of consolidation

MUMBAI: It would be safe to say that this was the year of the big DTH challenge. India’s cable TV multi system operators (MSOs) could not go into many phase IV areas and DTH stepped in wherever analogue broadcast signals were switched off following the crossing of the digital addressable system (...

Specials Year Enders
2017 a year of rebranding and extending time slots for Hindi GECs

MUMBAI: The year 2017 was a roller-coaster ride for Hindi general entertainment channels (GEC) in the truest spirit of the term. The tussle for the top slot in the Broadcast Audience Research Council (BARC) ratings has seen pay TV and free-to-air (FTA) channels hold on tight to the rope.

Specials Year Enders
The year of hiccups for marketers

MUMBAI: The year 2017 was when brands were unwillingly thrown into a roller-coaster ride only to emerge dizzy and faint. The highs weren’t enough to ride out the lows.

Specials Year Enders
2017: The year OTTs went regional in India

MUMBAI: Over-the-top (OTT) services were undoubtedly the centre of attraction in 2017. The boom in India’s internet users, mainly aided by the growth of Reliance Jio, ensured that OTT players got the right reception and target audience. Not just  mainstream TV broadcasters but even smaller players...

Specials Year Enders
Making the news: A look at what news broadcasters did in 2017

MUMBAI: News channels were thrown into a storm of activity in 2017 with each player keeping up its oars to wade out of challenges that hit at them like ten-foot waves. With elections and sensational news driving up viewership at various points throughout the year, English news channels had to...

Specials Year Enders
Guest Column: The comeback of full-service agencies in India

By 2020, we will be close to a billion digitised screens. With the advent of cheaper data and smartphones and by virtue of tech giants such as Google, Facebook and Amazon entering the grassroots of India, digitisation has become inevitable. And it’s going to be mobile plus digitised television (...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories