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Tag: Twiston Davies

  • Multichannel TV beneficial to advertisers : Casbaa

    Multichannel TV beneficial to advertisers : Casbaa

    MUMBAI: A 100 per cent allocation of a $1.75 million budget to free-to-air (FTA) results in a campaign viewed by just 33 per cent of the TV population. The campaign reach increases from 33 per cent to 56 per cent when half of the TV budget is redistributed to multichannel TV from only FTA TV allocation.

    Casbaa has released a powerful first-of-its-kind reach and frequency analysis of the definable returns on media investment in multichannel TV advertising.

    Commissioned by Casbaa and executed by global media agency Universal McCann, the study measures the benefits of allocating variable percentages of a $1.75 million TV budget on multichannel TV and FTA in seven key Asia-Pacific markets: India, Australia, Hong Kong, the Philippines, Malaysia, Singapore and Taiwan.

    Casbaa CEO Simon Twiston Davies said, “The clear advantage of advertising on multichannel TV becomes self evident when simulating real-life budgeting scenarios via robust Peoplemeter data. The numbers demonstrate that multichannel TV makes undeniable fiscal sense when reach and return on investment are optimized.”

    Added Universal McCann Hong Kong managing director Chris Skinner,”This powerful new look at TV data allows to us to better understand that for a regional campaign, switching a portion of the budget onto regional multichannel TV channels means we can deliver higher reach at a lower cost-per-thousand for our clients.”

    An equal combination of FTA and multichannel TV sees total impressions (gross number of times a commercial is viewed) multiplied by 2.5 times from an FTA only schedule: increasing from 537 million to 1.4 billion. Using multichannel TV lowers cost per thousand (CPT) by up to 60 per cent in a 50/50 multichannel TV/FTA combination versus an FTA only schedule.

    “Campaigns that allocate part of their terrestrial TV budget to multichannel TV reap the rewards. The research tells us that you can effectively double your reach, increase the viewing frequency of ads, and lower your CPT – all with no extra investment” added Twiston Davies.

    A similar trend was also monitored when the demographics data was analysed to reflect key age, gender and socio-economic groups.

    In the coming months, Casbaa will release yet more data from two other global media agencies supporting the case for multichannel TV advertising.

  • India leads in pay TV piracy in Asia-Pac

    India leads in pay TV piracy in Asia-Pac

    HONG KONG: Pay television piracy continues unabated in the Asia-Pacific region, with total loss in revenue estimated to be $1.13 billion in 2006, out of which India’s dubious contribution is a whopping $ 668 million.

    According to study on piracy in Asia-pacific released by Cable and Satellite Broadcasting Association of Asia (Casbaa) here today ahead of their three-day annual convention, for the fourth consecutive year pay TV piracy has shown an increase with illegal pay TV subscription across the region growing by 20 per cent in 2006 to 5.2 million.
    The report, undertaken in association with Standard Chartered bank, also highlights that pay TV piracy will result in net estimated tax revenue loss of $ 158 million to the region’s governments in 2006.

    In particular, the piracy situation in India (considered the biggest accessible market, though), Hong Kong and Vietnam continues to worsen, the report said.

    Asked by Indiantelevision.com whether the Indian and foreign players operating in India have undertaken any concrete anti-piracy initiatives in India instead of just blaming the government, Casbaa CEO Simon Twiston Davies said, “The industry is constantly in talks with the government and the regulator on the issue.”

    He added that Casbaa has also exhorted the government to “review” existing regulations and strengthen digital infrastructure.
    The grey market deficit in India due to under-reporting by cable operators has grown from $ 632 million in 2005 to $ 667 million in 2006.

    Thailand also suffers from rising cost of piracy and at $ 160 million revenue loss has the second highest rate of piracy in the Asia-Pacific region

    Other markets facing an uphill pay TV piracy battle include Vietnam and the Philippines.

    The “Greenfield” market of Vietnam has the worst ratio of piracy in the region with one legal pay TV subscriber for every 15 illegal connections.

    In the Philippines, estimated net piracy costs due to illegal distributors, largely in provinces, has risen by 24 per cent in 2006.

    Indonesia is not far behind with revenue leakage of $ 23.8 million as government and industry insiders indicate a substantive piracy growth.

    Singapore is the only market covered by the report that brings some cheer to the industry reeling under piracy.

    As a result of ongoing digitization of cable networks, the number of pirated pay TV subscriptions remains low with a 15.8 per cent decline in piracy costs.

    Macau, covered in the study for the first time, has the unenviable distinction of having the region’s second highest piracy rate with 10 pirated connections for every one legal subscriber.

    The study notes that the Macau government’ anti-piracy measures announced last year have been inadequate to arrest rising piracy.

    The new study estimates that the cost of piracy in Hong Kong for 2006 will be $ 32.4 million, a hike of 29 per cent over last year.

    “This could have a genuine impact on Hong Kong’s reputation as an intellectual property rights hub,” Davies said.

    Pointing out that pay TV piracy is “corrosive” in nature and undermines investments in various markets of the Asia-Pacific region, Davies, however, said growth prospects remain good in the region.

    Interestingly, piracy also results in huge losses to governments too with the study estimating that at least $ 158 million being annually lost to regional governments. The losses corporate profit tax ($ 127 million) and VAT/GST ($ 31 million).

    The governments in the region taking the maximum hits due to loss in tax revenue include those in Thailand ($ 59 million), the Philippines ($ 38 million), Australia ($ 14 million) and Vietnam ($ 12 million). The India figure for this segment was not available.

    No wonder, Standard Chartered head of media and entertainment Lee Beasley said, “Pay TV piracy should raise an alarm not only in the pay TV industry, but also for a range of Asian governments.”

    Meanwhile, the annual Casbaa convention where industry people from the broadcasting and cable industry, investors and regulatory authorities from round the globe are converging kicks off Wednesday.

    Apart from the usual rounds of seminars and debates on issues of relevance, a tech exhibition too is being organized.

  • CASBAA, PCTA sign anti-piracy agreement

    CASBAA, PCTA sign anti-piracy agreement

    MUMBAI: The Cable and Satellite Broadcasting Association of Asia (CASBAA) and the Philippine Cable Television Association (PCTA) have signed an agreement reinforcing their partnership to promote and protect intellectual property rights in the pay-TV industry.

    CASBAA CEO Simon Twiston Davies said, “Our commitment to support the growth of the domestic market in the Philippines and to protect its viability in the face of rampant piracy gains strength with our partnership with the PCTA. Through cooperative efforts, CASBAA and the PCTA aim to attain real results in the coming months.”

    CASBAA and the PCTA plan to jointly organize a Philippine Pay-TV Summit this year in order to raise industry and public sector awareness on intellectual property issues for cable, satellite and broadband markets in the Philippines.

    They have also agreed to work with the Intellectual Property Office (IPO) on an educational training scheme designed to help law enforcement and government officials as they work to combat piracy.

    PCTA President Antonio Selda said,”We at the PCTA have long been vocal in the campaign against all forms of copyright infringement. Signal theft, in particular, has a negative impact on the industry in the long-term. Legitimate cable operators are finding it difficult to survive in this climate, and the industry as a whole stands to suffer if piracy continues. Increasingly piracy stunts the industry’s growth in terms of programming and technological development. The number of illegal cable connections in the Philippines is close to overtaking the number of legal subscriptions.”