Delivering the Local Viewer to the Multi-National Advertiser

Matching programming to meet the needs of a global community

Bob Dahill,
Columbia Tristar
International Television

How do you deliver a programming line-up that provides multi-national advertisers a platform to reach the local consumer with a targeted message when the consumer happens to live in such divergent cities as Buenos Aires, Mumbai and Singapore? Columbia Tristar International Television (CTIT), a division of Sony Pictures Entertainment (SPE), has embarked on an aggressive program to build a series of international television channels that have been designed with the local viewer in mind. Around the world, CTIT has built some of the most successful cable and satellite channels in the industry. This success has created significant opportunities for multi-national advertisers to reach local viewers with a targeted message in key world markets, all via Columbia Tristar International Television.