MUMBAI: The Cable & Satellite Broadcasting Association of Asia (CASBAA) announced the appointment of the Singapore-based international media consulting company P1 to lead the Association’s advertising initiative, the Asia TV Advertising Coalition (ATAC), effective immediately.

P1 was founded by Peter Bullard to provide advisory services to media owners, content companies and those in related fields and industries. The company specialises in helping to identify and develop growth opportunities and in assisting clients with the challenges presented by the digital revolution.

Bullard will be responsible for driving the development of the ATAC project, including the planning and implementation of strategies to promote the unique and powerful benefits available to advertisers through subscription TV platforms.

Bullard has over 20 years experience at the forefront of the broadcasting, content and digital entertainment businesses. Most recently, he was President of MTV Networks Japan and Korea, leading local and corporate teams within the business units to operate across all market platforms. Earlier he was EVP & MD at MTV Networks Asia overseeing its Southeast Asian businesses.

Prior to joining MTV Networks, Bullard worked for NBC Europe and CNBC Europe.

Bullard said, “I’m delighted to be working with the CASBAA and ATAC teams on behalf of Asia’s leading premium TV services. I’m a passionate advocate of multi-channel television and can’t wait to lend my support to this vital initiative and to build on the fantastic work that’s already been done.”

“Following the very successful launch of the ATAC project under the leadership of Julie Petersen, we are confident that Peter will bring new perspectives to the ATAC project, working with the media owners, agencies and clients,” said CASBAA CEO Simon Twiston Davies.