Ron Alexander

TV Real Weekly, December 10, 2008

Director, International Marketing & Sales
TeleProductions International

The Asia TV Forum (ATF) kicks off today in Singapore, and TeleProductions International (TPI) will be on-hand to meet with many of its existing Asian customers as well as foster brand-new relationships. Ron Alexander, the company’s director of international marketing and sales, is particularly looking forward to showcasing new titles from TPI’s catalogue of nonfiction fare, which runs the gamut from reality and infotainment to world history, culture, travel and adventure.

A highlight for Alexander is the debut of TPI’s latest production Why Dubai? "This one-hour special takes an in-depth look at the phenomenal growth of this Middle East ‘boomtown,’" he explains. "Of all the world’s great cities, none has made a more spectacular debut than Dubai, the supercharged metropolis that boasts the world’s tallest building, biggest man-made islands, most luxurious resorts and richest sporting events. We ask the question: In a city that has become rich beyond its wildest dreams, what’s next?"

Also in the spotlight is Long Road to Heaven, which has been nominated as a finalist in the Best Telemovie category at the Asia TV Awards, which takes place during ATF. "This film about the 2002 Bali nightclub terrorist attacks was a joint production between TPI and leading Indonesian filmmaker Kalyana Shira Films. The film has sold well internationally and has been featured in several film festivals, including the Jakarta and Kuala Lumpur International Film Festivals."

But Asia is just one of the many priority markets the company has set its sights on for these programs, Alexander explains. "At TPI we pride ourselves in having strong relationships with program buyers in all regions of the world, from the largest territories to small developing territories. We value customers large and small and at this time we really do consider all territories to be our priorities. With our aggressive trade-show schedule and frequent travel to meet our customers, we are proud of our philosophy of spending time and energy on large and small territories alike. Nothing thrills me more than our first sale to a territory in which we have never done business before."

To serve this goal of placing programming throughout the world, TPI has a packed attendance schedule for various international events. "After our exhibition at ATF and [then] NATPE in January, our energies will be placed on the upcoming MIPDOC and MIPTV markets. We find the MIPDOC event during the two days prior to MIPTV to be quite effective for us. We will be entering into the MIPDOC screenings approximately ten new documentaries on topics of international interest. At TPI, we have a very international focus. Our programs ranging from documentaries to feature film and lifestyle series all have the common theme of looking at the world around us."

A priority for TPI heading into the new year is expanding its consumer base from traditional terrestrial/cable/satellite channels to new-media platforms, such as IPTV, mobile and others. "We expect much growth in this area," says Alexander, who plans to be at the forefront of this expansion.

In a role that has him looking after both marketing and sales for the company’s slate, Alexander is busy juggling a number of different tasks. "When we have a new program to launch, I am responsible for developing the overall marketing plan ranging from printed materials to advertising. On the sales side, my responsibility is to maintain contact with our established customer base and develop new customers on a regular basis. Keeping informed about new channel launches, new personnel at channels and staying informed about the development of new-media opportunities is a very important regular task."

Twenty-three MIPTVs (and countless other markets) after attending his first event in Cannes as a student working in the press department, Alexander says he "can’t think of any other type of work I would like to be doing other than selling TV programs. Well, maybe one notable exception of becoming a National Park Ranger someday," he jokes. "The thing I like most about my job has been the opportunity over the years to meet and get to know so many interesting people from many places around the world. Learning about and experiencing different cultures and traditions and seeing so many diverse places has been and continues to be very rewarding."

—By Kristin Brzoznowski