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CASBAA launches website to highlight marketing opportunities in pay-TV

20-September-2007
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CASBAA launches website to highlight marketing opportunities in pay-TV

Cable and Satellite Broadcasting Association of Asia (CASBAA) has launched www.thepowerofpaytv.com, a dedicated website for the client and agency community highlighting the vast marketing opportunities to reach customers from the Asia Pacific pay-TV industry. The site includes industry research along with TV network data, client case studies and the latest industry news.

Paul Corrigan, the CASBAA Consultant who coordinated development of the site, said, “The idea is to deliver a ‘one stop’ pay-TV advertising information resource for media planners across the region. It’s time for the pay-TV industry to further demonstrate to marketers how much has changed in the advertising environment. Most markets with a viable pay-TV advertising medium now have reliable measurement, making the industry more accountable than ever to clients.”

The website has been created in recognition of the changing shape of the broadcasting market, and the fact that both clients and agency planners have far more choice as to where to invest their advertising budgets, than they had a few years ago. Based on the latest facts and figures, the evidence demonstrates that pay-TV should be an integral part of all major marketing campaigns.

Simon Twiston Davies, CEO, CASBAA, said, “The power of pay-TV continues to gather pace across the region with more than a quarter of a billion Asia Pacific homes now taking the multi-channel option. The new initiative marks an unprecedented collaboration between traditionally fiercely competitive regional pay-TV networks as well as cooperation with local platform operators.”

With increasing pressure on media planners as they consider the host of options beyond ‘traditional’ media, CASBAA has taken the initiative to design an online tool aimed at streamlining decision-making. The website www.thepowerofpaytv.com details the merits of using pay-TV as part of a fully integrated marketing solution.

“The niche targetting opportunities offered by multi-channel TV offer an attractive and cost effective solution for marketers. For those who fail to recognise the growth of pay-TV, there is a risk that they are failing to build a relationship with an increasingly large proportion of their customer base,” said Corrigan.

According to CASBAA, pay-TV continues to take audience share from the free-to-air channels, while regional research shows that pay-TV demonstrably out-performs regional print in terms of audience reach.

CASBAA is an industry-based advocacy group dedicated to the promotion of multi-channel TV via cable, satellite, broadband and wireless video networks across the Asia-Pacific.

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