Bangkok : The power of multichannel TV for advertisers continues to be a focus for CASBAA as the Association traveled to Thailand. Presented in association with Campaign Asia-Pacific and local operator TrueVisions, The Bangkok Screenings attracted 160 attendees representing advertising agencies, clients and networks.

“Multichannel TV has never been a better proposition for advertisers in Thailand than it is today,” said Simon Twiston Davies, CEO, CASBAA. “As viewership increases and penetration grows in the Asia Pacific, multichannel TV is the intelligent choice for marketers to reach audiences and maximize return on investment.”

A showcase for leading networks in the region to screen their upcoming programming, a highlight of The Bangkok Screenings was a keynote address from Wannee Ruttanaphon, President, Media Agency Association of Thailand. Presentations were also made by BBC Worldwide, Discovery Networks Asia-Pacific, FOX One Stop Media, History, Sony Pictures Television, TNN 24 and TrueVisions.

Agency participants included Carat, GroupM, OMD, Mindshare, PHD, Maxus and MediaCom while attending clients comprised senior representatives from Ford Thailand, Kraft, Toshiba Thailand, DhosPaak Co. Ltd., Charoen Pokphand, Bangkok Airlines and Dusit Thani Bangkok.

“An upfront is like the NY fashion week of the TV industry which lets the industry know what’s “in” and what’s “out” for the season,” said Rathakorn Surbsuk, Trading Partner, GroupM. “It’s great to have a TV upfront in Thailand and I’m sure this will help create new exciting opportunities for clients for the coming years.”

“A very good event; lots of opportunity here,” added Adisai (Eddie) Sirisinha, Marketing Director, Ford Thailand. “I look forward to more of these types of events.”

Thailand’s evolution into an economic powerhouse in Southeast Asia has been swift with its national GDP of US $345.6 billion (THB 10.7 trillion) in 2011 expected to soar 7.5% by 2013*. Multichannel TV homes in Thailand are growing at a rapid pace, more than doubling from 3.8 million in 2009 to 10.3 million in 2012**.

Previously hampered by restrictive regulation, pay-TV advertising has been permitted on cable and satellite TV since 2008; today, television is the most powerful advertising medium accounting for 60% of total ad spending in the country.

“The opportunity for multichannel TV ad growth is phenomenal in Thailand,” added Twiston Davies. “Events such as the TV Upfronts provide a platform for networks to unite together to promote the advantages of multichannel TV and to continue the education process for agencies and marketers.”