For almost as long as pay-TV has existed in the Asia Pacific region, cable and satellite networks have bemoaned that their audience share is much higher than their slice of the advertising revenue pie. While the topic remains high on the agenda at the Cable and Satellite Broadcasters Association of Asia (CASBAA), networks in the region have been getting creative with their advertising solutions, partnering with their clients on content-led campaigns. Al Jazeera is one such broadcaster; Hedi Smirani, managing director of QMS Asia Pacific, the exclusive media rep of Al Jazeera across APAC region, shares two case studies with Television Asia Plus.

Case Study: Shell

A key area of growth in broadcasting is the paradigm of content partnership. With carefully selected subjects, engaging formats across multiple platforms and with the right partners; a broadcaster can benefit a great deal financially and editorially.

In this spirit, Al Jazeera is constantly identifying visionary partnership to enrich its content and provide informative and entertaining programming to its viewers worldwide. A key subject nowadays is the thorny issues of global warming and renewable energy.

The initial idea of embarking on this partnership was born back in the UAE almost two years ago. The concept was for Al Jazeera to put together a series of short documentaries sponsored by Shell, showcasing various aspects of the Oil & Gas industry, and tackling relevant issues such as energy efficiency and alternative sustainable forms of energy.

The colossal project had to be finished within a three-month timeframe and involved parties from five continents with a huge editorial contribution. The script needed a few visits to and back from London, Dubai and Doha at Al Jazeera's HQ in Qatar.

The style had to be quite educational, informative yet attractive across the spectrum. The duration was five minutes per episode and, given the target audience as per the client and agency's requirements, as well as the allocated budget the number of episodes was set at 12 fresh to be aired once during peak time in MENA region with two repeats per episode.

Labelled 'Energy Industry', the 12 five-minute episodes comprised: GTL (Transfer Gas to Liquid); Solar Energy; Waste Recycling; Wind Energy; LNG (Natural Gas); Alternative & Clean Energy; Oil Discoveries & Challenges; Transportation Oil & Gas by Pipes; Energy between Reality & Future; Global Energy & Challenges; Naval Platforms on the Arab World; Smart Oil Fields.

The general feedback was very positive to the point that Shell in the Middle East has been requested by a number of primary schools to air the actual episodes as part of the curricula to teach the younger students about energy and its impact on the environment.

Al Jazeera network benefited to a large extent from its production facility, easy access to decision makers in the Gulf and Europe and its investigative style of reporting. The aim is to identify similar projects with world class partners caring about their corporate social responsibilities.

Case Study: Ministry of Tourism, Turkey

Al Jazeera Network features a plethora of international advertisers from a wide range of sectors and industries. A particular sector (given the profile of viewers; internationalist, conscientious and opinion leaders) is the tourism industry. Amongst the tourism boards advertising with Al Jazeera are those of Thailand, South Korea, Malaysia, Turkey, Spain and Indonesia.

Back in 2007 a strategic visionary partnership was initiated with the Ministry of Tourism in Turkey. The plan was to help Turkey achieve its strategic objectives of increasing tourism and increasing annual per capita revenue from incoming visitors. The plan involved Turkish Airlines (national carrier THY) as well as the Turkish Investment Board.

In fact, in late 2007 Al Jazeera signed a considerable 'across the spectrum' campaign with Tourism Turkey and created a week of dedicated programming about Turkey labeled 'Turkey: Close Encounter; past, present and future'. The various segments, including regular programmes, were aired from Istanbul and other cities across Turkey.

The week long schedule shed light on various aspects of Turkey. The programming schedule included segments about history, economy, tourism, culture, society etc. This format was very successful and the network is in the process of emulating the same formula in other countries, including possibly Malaysia and France.

The results were exceptional throughout this content partnership, the number of tourists from the GCC increased dramatically and overall numbers are in line to reach 30 million by 2010.

Similarly, the number of travelers from the GCC to and via Istanbul (as stop-over) witnessed a remarkable increase. The actual TVC was unique to the Al Jazeera feed and its impact was also measurable. The partnership is now in its third consecutive year and we aim to launch a Turkish channel within the next few years.

In a similar vein, Turkish Airlines has focused its advertising efforts on Al Jazeera network for the last three years. Al Jazeera has managed to create a valuable synergy for the major Turkish flagship brands including the tourism board, the national carrier and the agency for the promotion of foreign investment.

The close cooperation included advertorial, content partnership and facilitated access to decision makers keen to convey their opinion over Al Jazeera's airwaves. The cooperation was not restricted to TV but comprised digital platforms i.e. online and mobile channels.

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