Pay-TV's Channel Bonanza
Asia’s pay-TV industry is set to change dramatically over the next few years as regional broadcasters roll out scores of new mainstream and niche offerings. Stations that don’t expand their channel portfolio today risk getting lost in tomorrow’s over-crowded channel dial. “If you’re going from a 30-channel environment to a 200-channel environment, it’s very hard to maintain your viewership if you’re only one channel in each genre,” explains Ward Platt, executive VP & group managing director, Asia Pacific for National Geographic Channels and Fox Channels. “You do need to be launching more sub-brands to maintain a decent amount of shelf space in the marketplace, otherwise you’re going to get marginalized."
A broader palette of channels also increases the odds of keeping viewers tuned into your brand offering, Platt adds. "We’re trying to build our overall base but we’re moving audiences around in our networks as well. The ideal scenario is if they like our brand, they come to our brand; but if they don’t like what they find at that particular time we like to give them a couple of other options before they depart that space."
Full Article
|
|