Penetration for subscription TV now stands at over 326 million households across Asia-Pacific, 45% of all TV homes, an increase of 35 million homes year-on-year to August 2009. While China and India are mainly driving growth in Asia-Pacific, countries such as Pakistan, Thailand and Vietnam are also contributing numbers of new subscription homes.

Source: CASBAA, SNL Kagan, World Internet Stats (September 2009), MCN, SARFT, CSM, TAM India, ASTRO, SKY, Gallup Pakistan, StarHub, SingTel, AGB NMR & TNS)

The share of viewing by subscription TV channels, and the potential reach of the medium versus traditional media options, are growing at an even faster rate than household penetration. This audience for subscription TV is more affluent, more receptive and more likely to respond to advertising messages. The more sophisticated the audience becomes, the more sophistication they expect.

According to Synovate’s PAX survey, which covers 10 million affluent Asians*, regional TV has the ability to reach 5.9 million more high-value individuals than regional print.

As technology, leisure time and the individual's demand for more choice increase, so does the ongoing demand for subscription and multi-platform TV solutions. Subscription TV is evolving into a world of advanced interactive services and applications to meet the needs of the consumer at home and outside the home. Subscription TV continues to deliver innovative content that keeps pace with the demands of its audience. Viewers are more likely to be the first to buy new products or gadgets, reflected in a higher rate of ownership of plasma and flat-screen TVs, hybrid mobile phones, PDAs and MP4 players.

The ability of both network broadcasters and platform operators to deliver niche channels to specific audiences provides advertisers with increasingly cost-effective marketing solutions.

The introduction of digital TV, as well as viewing live programming via the internet and mobile TV, is bringing considerable change to TV audience measurement. With increased viewing opportunities, more commercials and a greater choice of programming, the industry needs reliable information now more than ever.

For overview of regional advertising regulations please go to http://www.casbaa.com/regional_overview.aspx

* PAX 2009: All markets except Tokyo