MAM
MTV Asia Pacific head Frank Brown calls it quits
MUMBAI: MTV has announced that after a long tenure of 18 years with the company, Frank Brown has decided to leave his post as MTV Asia Pacific president.
Brown will relocate to Australia and join his familys business, the International investment and consultancy company, The Laura Group. Brown will remain at MTV Networks in Singapore through a transition period until the end of the year. The broadcaster has not announced his replacement. It has to also announce a head for India following Alex Kuruvilla’s resignation in June 2005.
Brown took on the role of president for the Asia Pacific region a couple of years ago. MTV Networks vice chairman Bill Roedy said, Frank has been a leading force in building our International businesses since joining the launch team in Europe 18 years ago when we set up our International operations. In Europe, he drove the creation of a pan-regional advertising market, enabling MTV Networks Europe to consistently exceed business plan.
“Since he moved to Singapore to create MTV Networks Asia Pacific in 1994, he has launched 20 MTV, VH1 and Nickelodeon channels and has forged important partnerships for the company across the Asia-Pacific region. With his creativity, passion and vision in driving our Asian expansion strategies, he has built a vibrant Asian business that will be a growth engine for MTV Networks for years to come. Frank has been a trusted, invaluable colleague and friend through the years, and I wish him and his family much happiness and success in Australia.
Brown said, I feel extremely privileged to have had such a wonderful experience with MTVN Asia Pacific, one of the most amazing companies in one of the most amazing industries anywhere in the world. I have also loved being part of helping to build the companys network of channels around the world. After seven fantastic years in Europe and 11 in Asia Pacific, I will be leaving the company at the end of this year to focus on family priorities in Australia.
“Our businesses are now in an excellent position for continuous further growth and success, thanks to the efforts of an incredible group of creative, talented, passionate and committed people. I have no doubt that the increasing momentum of MTV Networks Asia Pacific will continue to roll on and rock youth culture more than ever around the region.
Brown joined MTV back in 1987 to set up MTVs ad sales and marketing operations across Europe. He also led the launch of VH1 UK before relocating to Singapore in 1994 to establish MTV Networks Asia Pacific. In the past 11 years, Brown has led the launch of 20 MTV, VH1 and Nickelodeon channels across the Asia Pacific region, creating the companys most widely distributed regional portfolio of brands, which reach over 200 million TV households in 26 territories in the region.
Brown was also responsible for setting up the companys digital media and consumer products businesses across the region, and negotiated many successful joint ventures for the company in markets such as Indonesia, Thailand, Korea, Philippines and Australia.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
