Branded entertainment: Opportunity knocks in Asia
Mike RichGroupM Singapore
Across Asia, scheduled TV choice is limited, creating new prospects for brands to fill the gap with branded content for mass audiences, says GroupM Singapore's Mike Rich
The television industry is changing at a fast pace, and no faster than in the vast continent of Asia. The effect of globalisation, the power of the internet and the cross-pollination of cultural trends means that people are more connected than ever before. The tastes, wants and needs of Asian audiences are changing, becoming more advanced and multicultural. In particular, the young, educated...