New TV ad plan offers 500m SE Asian viewers

04 December 2009

SINGAPORE: A group of six Southeast Asian TV broadcasters has announced a new advertising package to enable marketers to reach an audience of up to 500 million consumers across the region.

The Smart Alliance, formed earlier this year between commercial TV broadcasters in Singapore, Thailand, Indonesia, Malaysia, Philippines and Vietnam, has unveiled a single, free-to-air package that offers advertising slots on each of the local channels of the participating companies.

“The sales package requires each broadcaster member to identify one channel in its country over two time slots - prime and non-prime - for regional advertisers," explained Chang Long Jong, Deputy CEO (Television) of the Singapore-based MediaCorp. 

Other broadcasters in the alliance include ABS-CBN (Philippines), BBTV (Thailand), International Media Corporation (Vietnam), Media Nusantra Citra (Indonesia) and Media Prima (Malaysia).

“The joint sales package ... is just early steps to realize the tremendous potential from the synergies brought about by the Smart Alliance," added Chang Long Jong.

To date, the broadcasters have collaborated on pan-regional charity fund-raising programming and reached agreement to help reduce operating costs by offering each other discounted rental rates on equipment and facilities.

Data sourced from channelnewsasia; additional information by WARC staff