Walt Disney joins Asian TV advertising coalition


MUMBAI: Following MTV Networks’ recent commitment to the Asian Television Advertising Coalition (ATAC), CASBAA announced that Disney Channels Southeast Asia has also joined the alliance dedicated to the growth of the Asian subscription-TV advertising pie.

The alliance now comprises Discovery Networks Asia, Bloomberg Television, CNBC/ Universal Networks International, Disney Channels Southeast Asia, Fox One Stop Media, MTV Networks, Sony Pictures Television and Turner International.

“It’s been more than half a year since we opened Disney Channel to local advertising in Singapore and the Philippines to very favorable results and promising performance. Joining ATAC to continue to grow our advertising business is the next logical step and we are pleased to be part of this alliance,” said Disney Channels Australia, New Zealand, Korea and Southeast Asia vice president and managing director Laura E. Wendt.

“We are very excited by the new participation in the ATAC project, which is a clear indicator of the bright growth prospects for the Asian subscription-TV sector. With this commitment, Disney Channels Southeast Asia has added the weight of yet another global brand with regional power to the effectiveness of the alliance,” said Peter Bullard, whose consultancy P1 is driving the ATAC program.

“The lengthening list of stakeholders reflects increasing industry recognition of the value of the ATAC campaign. Our networks, our platforms and our agency partners see great value in subscription-TV advertising, which is set to extend well in advance of the forecast 8.5% GDP growth across the region over the next 12 months,” said CASBAA CEO Simon Twiston Davies.

In the meantime, ATAC partnered with advertising agency TBWA/Tequila to organise a workshop in Singapore on July 5, bringing over 20 sales and creative directors together to develop strategies to further drive pay-TV advertising revenues.