CASBAA Hosts Hong Kong Upfronts


HONG KONG: AETN All Asia Networks, NBCUniversal and Turner Broadcasting System were among the participants showcasing their upcoming programming at CASBAA’s TV Upfronts: The Hong Kong Screenings.

The screenings, which took place yesterday, also featured Bloomberg, Discovery Networks Asia-Pacific, FOX One Stop Media and SPE Networks-Asia. More than 60 media buyers, agency heads and clients were on hand. Guest speaker Sean Rach, the director of regional marketing for Prudential Corporation Asia, presented a case study on the benefits of using multichannel TV to help parents in Asia build money-smart values for children ages 7 to 12.

“Multichannel TV is a powerful medium to maximize ROI for marketers,” said Marcel Fenez, the chairman of CASBAA. “While the numbers from our recent research show that costs can be lowered and reach increased by advertising on multichannel TV, these screenings truly showcase why this medium is so popular—because of the diversity of content available to viewers in Asia.”

“Multichannel TV can no longer be perceived as a niche platform for advertisers anymore, with penetration surpassing 50 percent of TV homes across Asia,” added Fenez. “CASBAA will further promote the power of multichannel TV across Asia with additional TV Upfronts across the region later this year.”