CASBAA TV Upfronts Makes Stop in the Philippines

MANILA: CASBAA brought its TV Upfronts to Manila last week for The Philippines Screenings, which included presentations from BBC Worldwide, NBCUniversal and more.

Produced in association with Campaign Asia-Pacific and in-market partner SkyCable, The Philippines Screenings showcased a range of ad-sales presentations for agencies, clients and media. Among those presenting their upcoming programming were Discovery Networks Asia Pacific, HISTORY, Sony Pictures Entertainment and Turner Broadcasting. The audience included such agencies as MediaCom, Mindshare and ZenithOptimedia, as well as audience data providers AGB Nielsen and Kantar Media.

Eugenio Lopez III, the chairman of SkyCable, said, “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,” added Pico M. Roberto Jr., the deputy managing director of MediaCom.

“The event did a great job at informing the audience of what’s new in pay TV,” added Liam B. Capati, the media director at MediaVest.

Maylene Espera-Nerona, a media planner for Maxus, commented, “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, the CEO of 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.”