Robert Hutchinson

General Manager

Digital Business Development

ABC Commercial

All programmes are commissioned with multi-platform elements to ensure the programmes can be offered/promoted across a variety of platforms (TV, online, mobile, DVD etc.). This means interactive elements and multi-platform distribution needs to be considered during development, pre-production, production and post-production. A program may have first release on a mobile device or social network rather than broadcast TV.

Content for a TV programme can be sourced from the audience. This could be questions for a panel show through to complete segments for a current affairs or magazine programme. The audience can engage with the programme even when it is off air (or even years after it has been broadcast).

Based on our research with Australian consumers, it is clear that the audience wants the ability to engage with content and other audience members as well as control when and how they view the content. A substantial number are still happy to view the programme as scheduled by the broadcaster. To deliver both loyalty and revenues broadcasters need to provide the engagement opportunities and the flexible viewing options without damaging existing revenue streams. This requires some thoughtful analysis of what really impacts on audience numbers. There are a lot of assumptions about windows for platforms and the impact that has and very little hard data. Taking some risks will definitely increase consumer loyalty and may or may not generate additional revenues. However without taking the risk it

becomes a case of 'nobody knows' but everyone has an opinion.

Michael McKay

President

ActiveTV Asia

As producers we're not too fussed about the distribution channel so long as we can monetize it. We are in the content business and to remain relevant to our customers we need to ensure we are providing that content across a variety of platforms. The advancement of technology was meant to give content creators more options. I'm not sure this has happened in reality.

The networks are increasingly demanding "All Rights" whilst rights holders are vigorously trying to keep as much of the rights as they can in an attempt to increase revenue streams, thus creating an interesting tug of war. Behind the scenes it's like WWE Smackdown.

You Tube style content sharing platforms are the biggest consideration at this point. Monetizing the content is one challenge, piracy another, and potential loss of audience away from "traditional media" as consumers start creating their own personal channel. Social networking sites throw up other obstacles for major players. Controlling the content, protecting your brand and making it pay are all major obstacles.

Asian consumers vary from country to country (a fact that tends to confuse if not annoy many people outside of Asia). Some countries have more advanced technology than others, faster broadband, stronger SMS take-up, more liberal gaming rules. It's not a one size fits all and revenues need to be extracted on a largely market-by-market basis. This makes the region challenging, especially for pan-regional players.

Mike Wiluan

Managing Director

Infinite Frameworks

Simple answer: Massive. The advancement of technology has enabled consumers to be content creators and administrators. In the commercial sector, content creators, producers and aggregators are able to access cost affective software and hardware solutions. Cost of technology is becoming more affordable. User interfaces are simplified for broader skill levels.

The social networking phenomena has enabled content creators to get an instant world and community view of demands and trends. Creators are able to customize and test their content on an audience with instant results, cutting down the cost of development enabling content to get to the market quicker with a better success rate.

Asia is a very fragmented market unlike the more homogenous markets of North, South America and Europe. Asia is split with numerous cultural and language barriers. Additional government regulatory requirements sometimes hamper the free import of foreign content. That being said, generally speaking, there is a high demand for foreign content in Asia. Operators need to understand their own domestic market well, in particular to the youth market who are the main consumers of new media content. There is a fine balance that is required of both local and foreign content and how this is presented in a localized form.

Mock Pak Lum

Managing Director Technologies,

MediaCorp Pte Ltd, Singapore

How has advancements in technology affected the creation of content?

Broadcasting has largely been a one-way communication channel. The traditional way for the audience to respond to programmes was through telephone calls and SMS. Consumers today want to be heard. It is important that the audience have a chance to share their thoughts and also submit their creative efforts. The broadcasters have to create online communities to engage the audience.

The mobile phone is becoming the ubiquitous device. Today, we use the mobile phone for voice, text messaging, MP3 player, camera etc. The mobile phone will also be our mobile television device. The broadcaster can control this channel, as it is dependent on the local transmission infrastructure.

Compared to 2.5G or 3G streaming, broadcasting is the most effective way to deliver media rich content to a large audience. MediaCorp recently invited all the three telcos in Singapore to launch a DVB-H mobile TV trial. If successful, the company intends to launch a commercial Mobile TV service next year.

It is possible for a broadcaster to ride on existing social media websites like Facebook, Friendster or MySpace to market its new programmes and to gather feedback. As television is still widely watched, broadcasters can use the television messages to drive traffic to the on-line sites.

The widespread phenomenon of social networking has seen a shift from one-to-one and one-to-many broadcasting, to many-to-many and collaborative communications. What are the considerations for content creators?

The Internet is borderless. Whatever content is published on the Internet will be seen by people all over the world. Broadcasters may consider setting up regional alliances in order to share experiences. More importantly such alliances can be formalised so that broadcasters can sell advertisements for other broadcasters' websites or even television channels. This will be equivalent to the alliances that exist in the aviation industry e.g. Star Alliance.

A broadcaster owns the transmission platform and has good relationship with the advertisers and advertising agencies. It is thus quite easy for the broadcaster to diversify into the out-of-home advertising market. Out-of-home advertising takes many different forms including billboards, electronic screens, street furniture, etc.

A broadcaster can create content and use the datacasting capabilities of the digital broadcasting platform to provide real-time or near realtime updates on the advertising panels. Even if the broadcaster is not interested to venture into this business, it can be a service provider by offering its spare bandwidth on the broadcast spectrum.

What are the needs and wants of Asian consumers – and how do operators generate appropriate revenues and consumer loyalty?

MediaCorp has different websites for both the English and Chinese speaking audiences. The ChannelNewsAsia website is the most established website in the MediaCorp online stable. The website features news articles, forums, blogs by the journalists, user submitted pictures and video clips and much more. It is not surprising that the ChannelNewsAsia.com has been the number one news website in Singapore three years in a row.

Lanny Albina Huang

General Manager

Playboy TV Asia & Japan,

Playboy Enterprises Inc.

How has advancements in technology affected the creation of content?

My views are that the advancements in technology has greatly affected the creation of content by means of (i) convenience, at-your-finger-tips, " watch as you want at anytime " with fast forward, rewind and pause features in Video-On-Demand and also (ii) of high quality like HD, " True HD " which creates the highest production value for viewers.

The widespread phenomenon of social networking has seen a shift from one-to-one and one-to-many broadcasting, to many-to-many and collaborative communications. What are the

considerations for content creators?

Professional content creators are not and will not be in competition with these contents. Viewers do not buy, or pay to see these contents. It's really a challenge for platform operators, for viewers' eyeballs and ad dollars.

Asia is very large and diversified. Television programming has been and will always be a local challenge. Brands and franchises (like Playboy), whether international or home-grown, are proven successes in generating revenues and consumer loyalty.

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