Brands
Scripps Networks leads pay-TV lifestyle programming, brand affinity: Study
Singapore: In a recent pay-TV study of viewer behaviors and lifestyle habits in Asia-Pacific, Scripps Networks Interactive found its channel portfolio significantly outranked its competitors in the food, home and travel lifestyle categories. The channels, which include Asian Food Channel, Food Network, HGTV and Travel Channel, have a highly engaged audience, who have an affinity to lifestyle brands and content. They are more receptive to advertisers, trusting the channels as an authority in the lifestyle ahead of other pay-TV networks.
“It is without a doubt that our channels offer a unique proposition for clients looking to break through today’s competitive media landscape to form meaningful relationships with their consumers,” said Derek Chang, Head of International Lifestyle Channels, Scripps Networks Interactive. “The results of the study confirm our audiences are up-scale, affluent, and engaged in both lifestyle programming and its associated products, be that in their kitchen, home or in the holiday they choose.”
The study, which was commissioned by Scripps Networks in Singapore and conducted by Kadence International, surveyed more than 4,000 respondents, 25-55 year olds who frequently watch lifestyle programming in Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam.
Survey highlights include:
Asian Food Channel (AFC):
• AFC is 47% more likely to be recognized by viewers for local Asian food and cooking content than its channel competitors
• 50% of AFC viewers visited a restaurant, city or destination featured during a show as compared to 28% of other pay-TV viewers
HGTV:
• 87% of HGTV viewers have performed some form of renovation in the past 12 months as compared to 69% other pay-TV viewers
• HGTV inspires viewers and is their go-to channel for all things renovation, taking the lead when it comes to topics such as “Home Renovations” (47%), “DIY Renovations” (46%) and “House Hunting” (45%)
Food Network (FN):
• 91% of FN viewers are willing to pay more for quality ingredients and meals
• FN has a 31% lead against the nearest competitor channel as being one that presents inspirational cooking content
Travel Channel:
• 87% of Travel Channel viewers are likely to travel to a destination featured on a travel show as compared to 69% other pay-TV viewers
• 74% of Travel Channel viewers agree that advertisements are a good way for them to learn about new products
* This study was conducted between April and June 2016. It combined over 4,000 online interviews and 12 group discussions with 25 to 55 year old lifestyle and general entertainment channel viewers across Asia.
Brands
Mayank Prabhakar elevated to chief media officer at vivo India
After steering media and digital growth, Prabhakar steps into a wider role
MUMBAI: Vivo India has elevated Mayank Prabhakar to the role of chief media officer, marking a new chapter in his journey with the smartphone brand where he has spent over four years shaping its media and digital strategy.
Prabhakar, who earlier served as general manager and head of media and digital marketing, announced the development while reflecting on the opportunity to lead the brand’s storytelling and consumer engagement efforts. “Humbled and honoured to shape stories that inspire, connect and lead,” he noted while sharing the update.
Since joining vivo India in November 2021, Prabhakar has been closely involved in building the company’s media and performance marketing ecosystem, working across growth, e-commerce and direct-to-consumer initiatives. His work has centred on strengthening digital engagement while aligning media strategy with evolving consumer behaviour.
Before moving to vivo India, Prabhakar spent more than six years at Cheil Worldwide, where he held several senior roles including general manager, e-commerce marketing and deputy general manager, digital marketing. During this period, he worked on digital product launches and helped expand e-commerce partnerships with platforms such as Amazon and Flipkart.
Earlier in his career, he held leadership roles such as national vertical head at Times Internet and manager, enterprise business at One97 Communications, where he worked on enterprise mobility, mobile marketing and emerging digital campaign formats.
With nearly two decades of experience across media, digital marketing and mobile-led engagement, Prabhakar now takes on a broader mandate at vivo India as the brand continues to deepen its presence in the country’s competitive smartphone market.
