MAM
Casbaa announces new campaign for ATAC networks
MUMBAI: The Asia TV Ad Coalition (ATAC) networks are promoting a new trade marketing campaign, Cable And Satelllite Broadcastiong Association of Asia said.
The ATAC networks cover the majority of adspend on subscription TV across Asia, including Discovery Networks Asia, CNN, Fox One Stop Media, SPE Networks – Asia, Bloomberg Television, CNBC Asia and NBC Universal.
The centerpiece of the new campaign is a pair of high-value TV commercials targeted at regional advertisers and media agencies to be played out by the ATAC networks over a one-month period.
The ATAC TVCs – Illumination, demonstrating the media efficiency of pay-TV, and Fishing, signaling its media reach – have been designed to convey the benefits of subscription TV as the heart of a sophisticated media plan.
SPE Networks Asia VP ad sales and marketing Jack Lim says, “The core message is the unrivalled reach of Asia’s pay-TV networks. As of January 2010, one billion people in 327 million subscription TV households were connected to Asian pay-TV systems with a growth rate of 12 per cent since the end of 2008. Today, this accounts for 45 per cent of all TV households.”
The ATAC campaign is supported by a print and on-line trade marketing campaign to maximize creative impact.
Universal McCann MD Chris Skinner says, “Targeting regional media planners and advertisers via commercials on the ATAC networks is a strategic use of existing inventory. It continues to demonstrate how broadcasters are evolving and investing in their businesses.”
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
