From the Wires
CASBAA TV Upfronts - Thrilling Manila
Nov. 20, 2012 11:49 PM
Manila, Nov 21, 2012 - (ACN Newswire) - CASBAA's TV Upfronts road show 2012 landed in Manila on November 14 with a programme of dynamic Ad Sales presentations for agencies, clients and media. Produced in association with Campaign Asia-Pacific and in-market partner SkyCable, "The Philippines Screenings" followed similarly successful engagements in Hong Kong, Singapore, Bangkok and Kuala Lumpur.
A showcase for leading pay-TV networks to screen their upcoming programming, "The Philippines Screenings" included presentations from BBC Worldwide, Discovery Networks Asia Pacific, History, NBCUniversal, Sony Pictures Entertainment and Turner Broadcasting.
The enthusiastic audience included agencies MediaCom, Mindshare, OMD, PHD, STARCOM, Maxus, MEC and ZenithOptimedia, along with audience data providers AGB Nielsen and Kantar Media. The range of clients ran from senior buyers from Samsonite to P&G Philippines.
According to Eugenio Lopez III, the Chairman of SkyCable, "the upscale consumer is one of the most difficult to reach and engage. Cable TV allows for the regularity of reaching this young, affluent, urban audience. Brands that are premium in nature, or that seek to create aspirational imagery, need to reach out to this segment of the market. Companies that do business with upscale consumers should recognize the power of the platform."
"The presentations were very helpful in informing us on trends, upcoming shows, network capabilities, etc. and were conducted in a fun/cool way. They were also very good thought-starters for our campaigns in 2013," said Pico M. Roberto Jr., Deputy Managing Director, MediaCom. "The event did a great job at informing the audience of what's new in pay TV," added Liam B. Capati, Media Director, MediaVest.
Maylene Espera-Nerona, a Media Planner for Maxus also found "the data presented by each of the speakers gave us an insight on how multichannel TV can help us build a relationship with our client's target audience."
"The Philippines has incredible growth potential," said Christopher Slaughter, CEO, CASBAA. "The multichannel TV market is expected to benefit from economic development in the coming years, attracting more advertisers looking to target an economically advancing population."
The Philippines is a historically robust TV market with a well-established appetite for international programming as well as local content. With approximately 7.6 million television homes in the country's urban areas, Metro Manila accounts for nearly half of TV households, where TV penetration exceeds 95%.
"The growth potential of the pay-TV market is extremely favourable especially as multichannel TV digitizes and offers services beyond simply a greater choice of content but also high-definition programming and interactive services," said Slaughter.
Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across Asia. Spanning 18 geographic markets, CASBAA and its Members reach over 445 million connections through a footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of multichannel TV and video content through industry information, networking exchanges and events while promoting global best practices. To find out more, please visit www.casbaa.com .
About Campaign Asia-Pacific
Campaign Asia-Pacific is the region's leading marketing, advertising and media industry magazine and online network. Delivering all the latest industry news and publishing benchmark research, analysis, marketing sector and platform reports, Campaign offers the region's decision makers and influencers insights into a fragmented marketing and media environment across multiple markets. To find out more, please visit www.campaignasia.com .
About CASBAA AD
CASBAA AD is the advertising development division of CASBAA, the only authoritative voice for multichannel TV in the Asia Pacific. Supported by the industry's leading stakeholders, CASBAA AD advocates the value of multichannel TV in Asia. Stakeholders include: A+E Networks, BBC Worldwide, Discovery Networks Asia Pacific, FOX One Stop Media, NBCUniversal, Sony Pictures Television, TrueVisions and Turner Broadcasting System Asia Pacific.
The CASBAA Ad Regional Roadshow provides media buyers with an optimum window on to the dynamic world of AsiaPac Multichannel TV. To find out more, please visit www.casbaa.com/advertising .
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