Pay-TV goes for greater share

Hong Kong - The pay-TV sector is aiming for a bigger slice of clients advertising dollars, with its industry body, Cable & Satellite Broadcasting Association of Asia (CASBAA), today launching an online resource for clients and agencies across the Asia Pacific.

The initiative, The Power of Pay-TV, launched with a website thepowerofpaytv.com, which features a swag of industry research, TV network data, case studies and industry news.

CASBAA said that while audience share for pay-TV had grown steadily and was now more than 30% in most Asian markets, its share of TV advertising spend had only reached around 15% or US$4.5 billion (HK$35 billion) region-wide.

Paul Corrigan, a CASBAA consultant who development the site, said it was designed as a one-stop pay-TV advertising resource for media buyers across the region.

"It's time for the Asia Pacific pay-TV industry to further demonstrate to marketers how much has changed. Most markets with a viable pay-TV advertising medium now have reliable measurement making the industry more accountable than ever to clients," said Corrigan.