The original tube is still banking from client advertisers with a decent support from agencies. Find out which broadcaster reigns as the most sought-after platform for advertisement in Malaysia. It’s a surprising take over from last year’s result.
How did we achieve this?
The TV Broadcaster of the Year rankings were derived from questions in Lighthouse Research’s annual Media Spend Benchmarking Survey. Lighthouse Research employed an online questionnaire and surveyed its database of client advertisers and marketing services agency professionals. All answers by respondents were considered by Advertising + Marketing when finalising the rankings.
Quality recipients and respondents
A total of 526 respondents from Malaysia participated in the Media Spend Benchmarking Survey. Out of the 526 respondents, 431 were from the client advertiser side and 95 from the agency side. Genuine advertising decision-makers and influencers across key agency using industries were well represented as were agency professionals from various marketing services categories.
Seventy six per cent of client advertiser side respondents were manager-level decision makers and above, with 12% from the most senior ranks of client advertisers – CEOs, MDs or GMs and another 46% were VPs or director-level marketers. Out of the 95 respondents from the agency side, the majority were marketing personnel (at 24%), with 6% being CEOs, MDs or GMs, while 18% were media professionals.
Advertisers from major and local international banks, arts and entertainment industry, FMCG companies, IT and telecommunication firms, as well as those from health, travel and tourism companies also participated in the survey.
(1) BBC Worldwide Asia
BBC Worldwide Asia tops the list in Malaysia in a gripping take over since not ranking at all last year. What changed? The brand has been hard at work extending its business across Southeast Asia, this year launching TV Everywhere services in two markets in Singapore and Malaysia.
In May, it worked with TM Net to launch its TV Everywhere. The HyppTV Everywhere service is available through an app and is exclusive to HyppTV subscribers with UniFi and Streamyx 4Mbps and 8Mbps. BBC Entertainment, BBC Knowledge, BBC Lifestyle and CBeebies are available through this service while BBC World News is on Astro.
This year also unveiled a new look for the BBC Newsroom in London which enables to broadcaster to broadcast from high-definition studios.
In addition, October 2013 saw the debut of Linda Yueh with her much anticipated weekly show Talking Business with Linda Yueh, which will be filmed mainly in various parts of Asia.
BBC’s regular advertisers in the Malaysian market include Garden International School, CIMB, Volkswagen, Burberry, Emirates, AirAsia, Qatar Airways, Celcom, Citibank, Sime Darby Properties, Mercedez and more. On its lp.com platform, it receives advertisement from Standard Chartered, Malaysia Tourism, Malaysia Airlines, MAybank, and Axiata, to name a few.
Over the next 12 months, BBC Worldwide aims to continue the growth of its portfolio of channels with existing and new partners across the region. Plans include launching more channels in markets that don’t have its full portfolio and with operators who do not already carry the broadcaster’s channels.
(2) Fox International Channels
This year Fox International Channels come in second, inching up from its third place ranking last year. The network, owned by News Corporation, has channels that reach close to 170 million cumulative 24-hour homes in 41 countries with its primary offices located in Hong Kong, New Delhi, Seoul, Singapore, Sydney and Tokyo, with branch offices present in Bangkok, Beijing, Dunedin, Manila, Mumbai, Taiwan and Kuala Lumpur.
FIC distributes 39 channel brands including STAR World, FOX SPORST and National Geographic. It is also the first regionally pay-TV networks to offer local and sales solutions, allowing it to further customise the power of the network for clients’ needs.
Locally, the media company will enter the Asian theme park scene through collaborating with Genting Malaysia to promote films and TV shows by upgrading the Genting theme park. FIC has also brought back the third season of tvN’s K-Pop Star Hunt talent show as well as renewed its strong line of programmes, including Glee, How I Met Your Mother and The Walking Dead.
In January 2013, FOX International Channels Asia announced FOX SPORTS was to be launched across multiple platforms, including television, broadband, mobile and online across Asia. This development was pursuant to News Corporation’s successful acquisition of ESPN’s partnership interest in ESPN STAR SPORTS (ESS) in November last year, and all ESPN networks were renamed as FOX SPORST networks as of January 28, 2013.
(3) Media Prima
Local media company Media Prima slips from its number one spot to third place this year, though not in vain, as the network has been busy constructing a strategy to keep them in the top spot as the largest integrated media group.
The coming year will see a strong push from Media Prima in its television offers. Ahmad Izham Omar, chief executive officer, television networks, Media Prima said that will position television as the first approach in driving effective integrated marketing campaigns, having owned top TV channels with the highest viewership in Malaysia.
Media Prima leads the industry with a reach of the country’s largest audience base of over 24 million daily either on its terrestrial or satellite television networks. Its online video portal Tonton has also become the number one Malaysian video platform, drawing up to 8 million views per month.
In the coming year, Media Prima plans on bringing over 100 new programmes across its four channels (TV3, ntv7, 8TV and TV9) such as local blockbusters, reality shows, talks shows, documentaries, and more.
The broadcast also plans on sustaining its Malay viewership market by continuing to deliver content such as Liga Lawak Superstar, Akasia Drama, Azalea, Akasia and Zehra on TV3; Projek Metro and Idola Kecil on TV9; lastly, top-rated international content including exciting Korean drama series will air across its channels.
NBCUniversal climbed up a spot to snug itself right between the two local broadcasters at fourth place. Its flagship channels are E!, Diva Universal, Syfy and Universal Channel with its target audience aged between 18-44.
This year, it presented the second phase of “High Heeled Warriors” research to media buyers and advertisers from June 2013 to give its stakeholders a greater understanding of the pay-TV female audience in Asia. The study revealed different segments of female audiences based on their demographics and lifestyle analysis.
DIVA Universal with Hugo Boss Fragrances launched a consumer-facing awards platform called “High Heeled Warrior Awards” to recognise the successes and contributions of women in Asia. Malaysian artiste Lisa Surihani won for her contributions to the arts and entertainment industry, and Jasmine Ong was voted by her peers as an Unsung Hero for creating a project that helps students in a poor urban community in Malaysia.
L’Oreal Malaysia together with Astro and NBCUniversal’s channels DIVA Universal and E! launched the beauty brand’s campaign “Women of Worth” with the objective to bridge the gap between their celebrity ambassadors to the everyday Malaysian woman. The campaign ran in March and ran for three consecutive months. This year, E! also created an Asian original long formats on Asian superstars called E! News Asia Specials with Malaysia’s top actor Aaron Aziz as the programme’s feature.
NBCUniversal also refreshed its branding and image of two channels, The Style Network and Universal Channel earlier in the year.
(5) Astro Television Network System
Another local media owner to slip from its previous domineering spots is Astro, coming in fifth among client-advertisers this year. Since its 1996 beginning, Astro has expanded to not just being a platform operator but producing original content.
A spokesperson from the broadcast says that they produced or commissioned about 9000 hours of local production annually – meaning out of Astro’s 172 channels, 70 are Astro-created and branded.
With a customer base of 3.6 million homes, Astro TV services are estimated to be in 54 percent of households in Malaysia. A recent finding from the broadcaster also shows that its subscribers watch 4 hours of TV daily, of which 75 percent of the time are spent on viewing Astro-produced programmes.
This year, Astro’s Oh My English! Broke new grounds with 5 million TV viewers and 11 million views on YouTube. Its Maharaja Lawak franchise also became Malaysia’s number one Malay comedy show to get 4 million TV viewers and 1.5 million views on YouTube.
In February, as a method of reaching out to consumers who prefer multi-channel TV services with no monthly commitment, Astro introduced NJOI – Malaysia’s first non-subscription based satellite TV offering 22 TV and 20 radio channels. This platform was intended to provide advertisers a new avenue to reach out to a wider segment of consumers.
(6) Turner Broadcasting System
Dropping two places is Turner Broadcasting System, a Time Warner company. The broadcaster offers 36 channels in 11 languages in 40 countries, including CNN International, Cartoon Network, Boomerang, Pogo, Mondo TV, Cartoonito, Toonami, TCM Turner Classic Movies, truTV, WB, QTV and TABI Channel.
Its broadcaster targets a varying range of audiences with CNN International and Cartoon Network being the two client-advertisers vied after channels.
CNN’s news and information portfolio reports in five different languages across all major TV, internet and mobile platform, reaching more than 375 million households around the world. IN 2013, it was awarded “News Channel of the Year” by the Royal Television Society and ranked in as the number on international TV news channel across Europe, the Middle East, Africa, Latin American and the Asia Pacific region.
Attracting cartoon lovers, especially youth between the ages of 7 to 14 is Turner’s leading children’s channel, Cartoon Network, reaching 74 million households. The Cartoon Network celebrates friendship and fun across all platforms and showcases popular CN originals as well as comprises of the world’s largest and most iconic cartoon library of Warner Bros., MGM and Hanna-Barbera.
Despite its acquired content making up a large percentage of CN’s programming, it is the channel’s original Adventure Time that ranks number one throughout the region. In the final months of the year, the broadcast will see two new projects that will contribute to the development of TV Everywhere for Turner’s kids’ brands in Asia Pacific, including Cartoon Network.
(7) Discovery Networks Asia
Dropping three spots since last year’s ranking, Discovery Networks Asia, home to the Discovery Channel, TLC, Animal Planet, Discovery HD World, Home and Health, Discovery Science and Discovery Turbo, the broadcast reaches commands 207 million subscribers in Asia Pacific. Discovery Kids was launched in 2012, made available in seven countries and reaching over 40 million homes across the region.
Its most popular channel Discover Channel targets upscale and affluent adults aged 25-54 and reaches 140 million viewers per month; while its TLC channel, focused on travel, environment, home improvement and human interest leans towards the female audience between the ages 18 to 54 and commands 41 million views per month.
Discovery’s channels are constantly evolving to cater to audience tastes and interests. It provides 42 localised feeds in 15 languages – offering a mix of content that provides viewers with global perspective and local viewpoints.
The network prides itself for always evolving to suit the preferences of its audience, now engaging viewership through interactive campaigns and activities such as Discovery Bait Night, TLC High Flyers, and others. Some of its most viewed programmes include Bear Grylls: Escape from Hell and Forbidden on the Discovery Channel; The Fabulous Baker Brothers and When Patrick Met Kylie on TLC; and Adrenaline Project and On the Spot on Discovery Kids.
In the next quarter, Discovery will be actively connecting its audience with our brands, driving continued penetration and expansion in established and emerging markets.
(8) Sony Pictures Television Networks Asia
SPT retains its eight position for this year’s TV Broadcasters of the Year. Headquartered in Singapore since 1997, the network operates five ad-supported 24/7 channels in the region which are wholly-owned by Sony Pictures.
The broadcaster’s channels include AXN, beTV, Sony Entertainment Television, Animax and ONE, an Asian general entertainment channel, powered by prime and up-to-date Korean content.
AXN, as a leading English general entertainment channel among upscale, affluent adults aged 18-39, the channel delivers first run, exclusive top-rated drama series, blockbuster features, reality programmes as well as made in Asia original productions. Launched in 1997, the channel reaches 148 million viewers in Asia in over 106 million homes across 50 countries.
beTV, its core audience being young adults aged 15-34, has programmes for easy-viewing entertainment; SET is skewed towards fashion, lifestyle, design, food, romance and celebrity gossip; Animax focuses on anime addicts of all ages. ONE remains the broadcast’s top-rated high definition international channel in Malaysia.
SPT Networks Asia has premiered its latest programming acquisitions, including suspense thriller The Blacklist and adventure reality series The Hero.
The company major advertisers are airlines, motor vehicle manufacturers, banking institutions, hoteliers and within the tourism industry.
(9) Viacom International Media Networks Asia
Viacom International Media Networks Asia fell two spots this year to finishing second to the last. With channels such as MTV, Comedy Central, Nickelodeon, VH1 and Colors, the broadcaster reaches out to more than 700 million households in 170 countries.
MTV is the network’s premiere youth entertainment channel, reaching more than 500 million households worldwide, targeting men and women aged 12-34. The channel, with Lenovo, launched an integrated social platform allowing progressive, creative and talented millennial across seven countries in Asia to share stories about their communities through music.
Nickelodeon and AirAsia also launched a multi-platform campaign designed to educate kids about responsible flying and kids-friendly Asian destinations and cultures late 2012. Additionally, a series of Nick Jingles were created that featured local Malaysian celebrities like Aliff Aziz, Alif Satar and Yung.
The network plans to expand its presence within the next year, including growing its distribution footprint in Asia and providing entertainment content with a balance of local and international relevance.
Viacom will also look to maximise the value of its content by developing its Asian operations as a best-in-class innovation engine as well as building strategic partnerships.
(10) Asian Food Channel
Last and never the least, the Asian Food Channel completes the list of TV Broadcasters of the Year. The channel broadcast to over 130 million viewers in 12 countries with more than 1.3 million Facebook fans on its official Facebook page.
The network targets adults aged 25-45, including high fliers, modern women and discerning food lovers. In 2013, Scripps network Interactive acquired AFC, including the channel into its wide portfolio of lifestyle brands.
AFC’s channels also include Food Network (FN) and Travel Channel (TV), which also falls under the Scripps Networks Interactive brand in Asia. The flagship channels are understood to be supplemented by a fully integrated marketing approach with on-ground events and online initiatives.
According to AFC, the network is able to produce high quality original content for both sponsors’ needs and viewers’ interests; hence its push to rev up its local content production. Some of its renowned original production includes Asia’s first regional reality cooking show E&O Search for AFC’s Next Celebrity Chef as well as The Big Break.
Under the SNI module, AFC will see a growth of its channel in new territories such as Taiwan, Vietnam and greater Asia, while expanding its penetration in current markets: Indonesia, Thailand, Hong Kong and the Philippines.