Relevant content, fresh opportunities at CASBAA 2012

A strong push towards investment in relevant local content and newly emerging markets took centre stage on the first day of the CASBAA Convention 2012 in Hong Kong. Featuring global and Asian industry leaders, regulators, media personalities and technologists the conference line-up pinpointed key trends facing the industry today.

“Creating relevant content is a huge focus,” said Gerhard Zeiler, president of Turner Broadcasting System International at the Talking TV session. Emmy and Golden Globe winner and founder and chairman of Electus, Ben Silverman, highlighted key innovations around local content production that are already occurring, while Ross Martin, EVP, Scratch/Viacom Media Networks, noted that social media is being used to continue and further improve engagement. However, on the first day speakers all agreed that content providers should not lose sight of the audience as “they are the bosses.”

A concentration on local content for millennials is also creating opportunities in emerging South East Asian markets such as Myanmar, where the median age of the population is under 30, said Ye Htut, Myanmar’s Deputy Minister of Information. He said the Myanmar broadcast industry is opening up and would welcome foreign investment in pay-TV when a new regulatory framework is completed. He added that with over 100 ethnic minorities, his Government is looking to the interests of diverse groups represented through local content.

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