Pay TV goes for a bigger slice of the ad pie

Regional - Some of the regions biggest pay TV groups will join hands to launch a regional initiative to show that pay TV viewers will maintain their spending during the economic downturn.

According to The Cable & Satellite Broadcasting Association of Asia (CASBAA), this is the first time the pan regional TV channels in Asia have worked together to communicate the benefits of the medium rather than on an individual channel basis.

CNN and Cartoon Network, Discovery Networks Asia-Pacific, Sony Entertainment Television, National Geographic Channel and FOX Networks, STAR TV, BBC Global Channels, CNBC Asia, Bloomberg Television and Australia Network have all signed on to support the campaign.

To kick start the project, the Pan Asian Regional TV Sourcebook will be published at the end of May and supported by an online presence and a commercially oriented website providing advertisers and agencies with essential marketing information and media sales kits.

Julie Petersen, CASBAA advertising consultant, will lead the initiative, which will be a slight extension of CASBAA's 2008 initiative The Power of Pay TV.

"The year 2009 will be a tough year for the region‘s marketing industry. Planners are already focused on maximizing reach and share of voice by utilizing the tried and tested medium of TV," Petersen said.

"This is a time of great opportunity as well as challenge."

Top regional media planners are working with CASBAA's advertising team to develop the strategy for regional TV to move forward. CASBAA said the initiative will be supported by a comprehensive marketing plan.