CASBAA Rebrands, Re-focuses Mission

HONG KONG: CASBAA has formally unveiled the association’s rebranding, rolling out a revamped logo, refreshed tagline and a new mission statement.

“With our new look, tagline and mission statement, supported by dynamic animation and flexible web tools, we have redefined the Association’s identity and direction for the second decade of the 21st century,” said Simon Twiston Davies, the CEO of CASBAA. "These communications devices reflect the evolving world of content creation and delivery through a sophisticated expression of the CASBAA brand identity.”

One of the drivers for the new brand identity has been the changing shape of the multichannel video delivery market.

“Newly flexible and measurable advertising opportunities are being launched worldwide almost on a monthly basis,” added Twiston Davies. “Video-on-demand in all its forms (anywhere, anytime, anyhow) supported by linear services is part of our industry’s every day life. CASBAA needs to reflect these new realities.”

With digital content and platforms becoming pervasive, the CASBAA membership now represents 130 member organizations drawn from 16 markets. “The shape of the business is changing. We believe our new look and new mission statement are a strong response to a revolutionized multichannel TV and video content industry.”

CASBAA’s core mission remains to promote the growth of pay TV and video content in all its forms through shared information, networking opportunities and targeted events while promoting global best practices. For 2011, CASBAA has lined up a range of initiatives and industry events to extend its effectiveness in the pay-TV markets of China, Korea, Thailand, India, Vietnam, Indonesia, the Philippines and Singapore. The association will continue to fully leverage its long-term relationships with governments and industry as it hosts regular strategic planning and sessions through its diverse committee groups.

"The essence of CASBAA is reflected through the tagline: Inform ∙ Represent ∙ Connect. The color, the energy and the vibrancy of the new brand symbolizes a new milestone achieved by the association in the multichannel TV industry," continued Twiston Davies.