ASIA TV FORUM
Digital pushing growth even as linear content consumption declines
SINGAPORE: Interesting revelations came forth on Day 3 of Asia TV Forum (ATF) 2015 where formats were the pivotal topic of discussion.
At the onset was a presentation by Eurodata head of global research and content strategy Sahar Baghery, who spoke about a few trends that are currently worth making note of.
According to a study by Eurodata, consumption of linear television is on the decline across progressive nations like France, Germany, Canada and US among others; whereas there is only a marginal growth in the consumption patterns even in countries in Asia and Africa. “What this study suggests is that even though linear consumption is witnessing a downward trend, digital consumption is on the rise,” Baghery stated.
What was even more interesting is the fact that countries like France, Netherlands, Sweden and UK are working on evaluating the viewership of content across screens to give a better understanding to content creators as well as brands advertising on the various platforms about the presence and viability of their investments. Sahar also touched upon the fact that a lot of kids content is now being exclusively produced by OTT players like Amazon and Netflix as they believe that is the future of content consumption by millennials.
The study further educated about the various genres of shows that are currently doing well across the European and American circuits. “Stories dealing with corruption, a spy drama and crime thrillers are doing the best in terms of viewership across popular regions as of now.” She added that anthology series were also doing well as a format and could be further explored by other markets as well.
The next couple of sessions for the day dealt with how leaders in Asia, primarily South Korea, are creating content that travels the world. The Korean wave has been sweeping the world and it was no different at ATF either. In a session, which spoke about the trending shows in South Korea, various case studies were discussed as to what led to their success domestically and how that translated into deals with European, Middle Eastern and US markets. CJ E&M manager Spencer Craig Thomas said, “We are very confident of our linear distribution presence, and thus are now looking to grow our content exponentially on the digital side. Our belief is that by creating follow-up or catch up content for our already existing properties on digital, we are only going to increase our consumption traction further.”
On the other hand, Indonesia’s MNC Group VP content Hendy Liem stated that international content is only capable of gaining eyeballs but can’t be monetised well. “It’s important to understand pricing and return on investments in the first place before venturing into international syndication deals or spending heavily on creating content without knowing its monetising capabilities.”
On the kids’ front, a panel discussion was held on the possibilities and success stories of some of the formats, which have been led by kids as the main protagonists. According to research data by Eurodata, 40 per cent of content, which has kids as their protagonists are fictional; 39 per cent is in the entertainment genre and the remaining 21 per cent are factual shows.
The conclusion of the panel was that though the protagonists of shows like The Voice Kids, Super Kids and Master Class are children or young adults, they look at targeting families and not only kids for gaining that many more eyeballs and touch the empathy chords with their viewers.
That brings us to the end of the TV market at ATF 2015; ScreenSingapore will take centre stage tomorrow. Stay tuned for more updates!
MUMBAI: The Asia TV Forum (ATF) is drawing to a close amid much fanfare. The event saw several activities such as an exciting round of on-stage pitches wherein producers from all over Asia presented their ideas. The winners of the inaugural Asia TV Forum & Market (ATF) Animation Pitch were also anounced and the unveiling of the second ATF Formats Pitch took place on 30 November 2017.
Reed Exhibitions and global partner Green Gold Animation announced studio2 Animation Lab as the winner of the first-ever ATF Animation Pitch. The animation concept, titled “The Western Journey of Pigsy”, wowed the on-stage jury for its creativity and strong appeal to children. The line-up of judges, which comprises some of the biggest names in kids’ animation and entertainment, also saw strong potential for the concept to be exported and extended to a series.
Targeted at creators and producers of innovative concepts for new and original kids’ animation, ATF Animation Pitch is aimed at facilitating the exchange of ideas and talent between leading international television, distribution and Asian-based producers. In total, 61 entries were received from all over Asia.
“I am thrilled and excited to be named the winner of the inaugural ATF Animation Pitch. We had a unique concept and we felt that it allows viewers to experience the journey in the west story in a contemporary way. Moving forward, we will work towards developing the script for the concept,” said studio2 Animation Lab director Chiu Li Wei.
Chiu Li Wei and Grace Chuang from studio2 Animation Lab received a $19,000 prize from GreenGold Animation. This includes a $2,500 cash award, and a consultancy package worth $16,500 that is tailor-made for them to further develop the winning animation, making it ready to pitch to broadcasters.
After a closely contested fight between five finalists, leading independent distributor all3media International and ATF announced that Gamaliel Paulus (Gammy) from Indonesia, came out on top, winning $3,500 in cash and a $16,500 (both Singapore dollars) consultancy package tailor-made to develop the format, making it pitch-ready for broadcasters.
ATF Formats Pitch is the premier Asian pitching competition designed to discover innovative concepts for new and original non-scripted entertainment formats from the pan-Asian region. This platform showcases the best of Asia, and exposes ideas for export and development within and even outside of the region.
In its second year, the competition received more than 50 entries from 13 countries and only five finalists were selected to pitch their concept during the live on-stage judging session which concluded earlier today. Formats were evaluated based on creativity, originality and capacity to return for multiple series. The winning concept must also have the capability to resonate with audiences globally.
Portraying all these qualities was the winning format, Ranking. It is a game show where participants have to guess the correct order of a ranking in return for prizes. Besides the excitement value that comes with game shows, it also serves to dish fun facts and information to viewers. The judges loved the simplicity of the idea and felt that it had great potential for further development.
“As many people are familiar with rankings, I believe my format will appeal to any country. Also, I have not seen it in the form of a game show concept. As a producer myself, I understood that for a format to do well, it has to be simple. I am very thankful for the win, I didn’t expect it at all,” said Gamaliel Paulus (Gammy).
To further develop the format and make it ready for pitching to broadcasters, Gamaliel Paulus (Gammy) will work closely with all3media International. This follows the success of “Hit It” from XTREME Media, which won at the inaugural ATF Formats Pitch last year, and has received its first local commission for a debut in February 2018.
Aside from the ATF Animation Pitch and ATF Formats Pitch, ATF and ScreenSingapore is also home to another pitching competition, the Southeast Asian Film Financing Project Market.
