MTV Networks joins ATAC


MUMBAI: The Cable & Satellite Broadcasting Association of Asia (CASBAA) today announced that MTV Networks Asia has joined the Asia TV Advertising Coalition (ATAC) – an alliance of Asian broadcasters dedicated to generating new advertising revenue streams for subscription television across 15 Asian markets.


The other ATAC members are Bloomberg Television, CNBC/ Universal Networks International, Discovery Networks Asia, Fox One Stop Media, Sony Pictures Television and Turner International.


“Coordinated collaboration amongst the region’s content providers will prove to be a key element in developing ATAC’s impact and success,” said MTV Networks Asia EVP & MD Indra Suharjono.  “Joining this powerful group of networks will allow us to share our insight and expertise across demographically diverse audiences, learn from our colleague’s experiences, and work in tandem to build a stronger platform to grow advertising revenue for pay-TV providers across Asia.”


“MTV Networks is one of the leading global TV brands and their participation in the ATAC alliance will add greatly to its effectiveness,” said Peter Bullard, whose consultancy P1 is driving the ATAC program to its next stage.


Currently there are more than 1,000 pay-TV channels in Asia reaching some 350 million pay-TV homes – regional, local and multi-local, accounting for one billion viewers.


According to Bullard, the ATAC message in 2010/2011 will focus on a fast-moving market worth hundreds of millions of dollars each year. Meanwhile, the Coalition is working closely with platforms and local ad sales teams in key Asian markets to refine its message to agencies, making it a generic pitch to grow the pay-TV advertising pie.


"One thing is certain, with pay-TV audiences growing all the time we aren’t taking home enough ad dollars to reflect that reach," said Bullard.


With the tagline Unlock your Networks, the annual conference will highlight 20 years of continuous subscriber and revenue growth in the world’s most dynamic media market.


“And even now pay-TV has only scratched the surface of the Asian opportunity,” said CASBAA CEO Simon Twiston Davies. “Initiatives such as the ATAC campaign are showing the way.”