CASBAA to Host TV Upfront in Singapore


HONG KONG: CASBAA is staging its inaugural TV Upfront: The Singapore Screenings, a half-day networking and preview event, to take place on December 13 at the Goodwood Park Hotel in Singapore.

Led by the Asia TV Advertising Coalition (ATAC), the invitation-only presentations will focus on pay TV as an effective promotional tool for companies looking to maximize their marketing budgets. Participating networks include Discovery Networks Asia, Fox International Channels, NBCUniversal, A+E Networks, MTV Asia, Sony Pictures Television Entertainment and Turner International, which will be screening a range of their upcoming programming for the next season.

Andy Wilson, the chairman of the Asia planning council for BBDO/Proximity, is on the roster as a guest speaker, alongside Brian Fisher, the Caltex global brand manager at Chevron International, who will offer a case study on the creativity and effectiveness of using pay TV. CASBAA is launching the inaugural event in association with Campaign Asia Pacific.

“The objective is to promote the multichannel TV industry as a single dynamic entity,” said Marcel Fenez, the chairman of CASBAA. “With the region’s multinational broadcasters presenting their upcoming programming for 1H 2012, there has never been a better opportunity to show media buyers the advantages pay-TV advertising.”

“With multichannel TV’s fast rising penetration in Asia, it can no longer be considered a ‘niche’ platform but a valuable marketing tool garnering the greatest reach and efficiency for advertisers,” added Fenez.