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HONG KONG — The 11th Asia Television Forum is set to bring 150 new companies to Singapore on Wednesday for the three-day regional content market that this year will focus on the rapid Asian television industry growth supported by speedy economic recovery after the global recession.
From Dec. 8-10, the ATF will host a record number of 13 pavilions, including two new ones from China and one each from Japan and Finland, and organizers Reed Exhibitions are projecting 15% increase in overall participation. Reed also sees a shift in focus to made-in-Asia content and content made for multiple platforms, from television to the Web to mobile devices.
ATF was launched in 2000 to serve as a place for regional buyers to pick up international content, but Yeow Hui Leng, Reed’s project director said times have changed.
“More Asian sellers have entered the arena to distribute programs or explore international co-production to meet demand for content that’s closer to home,” said Yeow.
The ATF, held at Singapore’s Suntec Convention and Exhibition Center, will host returning Asian delegations from South Korea, Malaysia, Singapore, Taiwan and also European delegations from France, Italy and Spain.
The show will play host to the launch of new programs such as Unbelievable, the six-part documentary-style program Australian Broadcasting Corp. that tests irrational beliefs.
New at the ATF from Telemundo Internacional is Aurora, a love story about a woman whose heart is torn between past and present after she awakes from 20 years in a cryogenic deep freeze.
India’s Zee Entertainment brings to the ATF Pavitra Rishta (Pure Relationship), a romantic drama that recently won the special jury prize at the Seoul International Awards. Zee also brings the 2010 Zee Cine Awards, the world’s largest viewers’ choice awards show focused on Indian cinema around the globe, the 2011 edition of which is slated to be taped in Singapore on Jan 14.
ATF organizers expect an approximate 14% increase in the event’s number of sellers and an 18% rise in buyers in attendance. Among participants in the market will be Seyeon Lee, head of global marketing for the Korea Creative Content Agency, Sayuri Hata, from CREi Inc in Japan, Joyce Yeung, svp and GM of sales and distribution for BBC Worldwide, and Eva Zalve from the Economic & Commercial Office of Spain.
“We decided to participate in ATF because of the positive experiences that our pavilion’s companies had in previous years. The market allows us to develop new relationships, close deals, and reach new audiences in Asia,” Zalve said.
International co-productions are on the rise and will be highlighted at the ATF in discussion of the formation of a joint venture between A&E Television Networks and Malaysia’s Astro All Asia Networks to form AETN All Asia Networks. Original productions from this collaboration will be promoted at ATF.
This year, the ATF will overlap for a day with the Singapore Toys, Games and Comic Convention and will feature a panel discussion on the trends, processes and financing of animation projects.
Other ATF panel discussions will focus on the challenges of licensing, 3D TV, and music — a panel that will try to address cross-platform distribution of content and its impact on the music business.
Organizer Reed Exhibitions is part of the Reed Elsevier Group, a FTSE-100 company that in 2009 made before-tax profits of £1.2 billion ($1.8 billion).
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