JUNE 2024

ASIA VIDEOPULSETHE NEWSLETTER OF THE ASIA VIDEO INDUSTRY ASSOCIATION

2024
EVENTSBUNDLE UP
While there has been much change and instability in the video industry
over the last 10 years, it does increasingly feel to me as though we areending up where we started.
10 years ago pay TV was under pressure, and the the consumer appeared

KOREA IN
VIEW
29 AUGUST
SEOUL

to be asking for greater value for money and more choice. And so we
moved into a world of skinny bundles, cheaper, smaller channel packs andultimately the break-up of the big basic pack. Meanwhile, streaming was
beginning to get going but in those days those of us watching Netflix were
doing so through a VPN.
These two things – skinny bundles and streaming - set off a period of
incredible disruption, fragmentation and consolidation in the industry,
while also unleashing a huge period of growth in innovation, investment

VIETNAM IN
VIEW
9 OCTOBER
HO CHI MINH CITY

and IP.
Go back another decade to 2004 and that year saw the birth of a new
digital service called TheFacebook, soon changed to just Facebook. In
2005, YouTube launched. Then combined with the 2007 launch of the first
iPhone, consumers suddenly had a new and entirely personal screen tolook at.

2024
EVENTS

So in 2014, consumers were feeling they
had more options for entertainment. And
they

were

free

(from

subscription

charges at least). Pay TV was expensive
and a feeling was growing that why
should you pay for 100 channels if you
only watch 5. Pay TV operators werevalueJAPAN IN
VIEW

proposition and skinny bundles would not

29 OCTOBER

end up saving consumers much money.

TOKYO

never able to satisfactorily explain that
the

big

bundle

was

a

good

Then the big pay TV brands woke up to the threat that Netflix posedto them, and many decided they needed to have their own streaming
services, so they should stop selling to what was now deemed thecompetition. Disney went all in and moved to shut down its linear
businesses. Others continued (and continue) to ride two horses.

POLICYROUND TABLE

Today it can be argued the streaming wars are over and each player

4 DECEMBER

has a more nuanced view of the role they play as well as a

SINGAPORE

willingness to partner with each other.

What

seems

clear

today

is

consumers

fragmentation

anddiscoverability

of

are

content

frustrated
as

well

about
as

the

affordability of multiple services. And so aggregation has never been
higher up the agenda for the industry. We have debated for years
whether and when streamers would be prepared to bundle with eachother. Well the answer is yes and 2024. A quick look at the US seesan ever growing array of bundles – Apple TV+, Netflix and Peacockor Disney+, Hulu and Max, to name just two. And Asia is seeing therise of bundles too with the likes of Telekom Malaysia’s Unifi TV
taking a pioneering role offering Netflix, Disney+ Hotstar, HBO Go,
BBC Player, beIN Sports Connect, SPOTVNOW, Viu, Vidio, iQiyi,
Prime Video, TVB Anywhere, WeTV and Zee5 – to name just some –all in one package. And not forgetting to mention 74 linear channels.

OTT SUMMIT
5 DECEMBER
SINGAPORESo have we come full circle, and have we done ourselves damage in

AVIA
IS:

the process? Well yes, in many respects I do believe we have comeback to where we started, but we have done so with the incorporationof incredible technological innovation in the process. The ability to
stream 4k on demand on any device and pick up from where you left
off was not widely on offer 10 years ago. Today it is table stakes.
Maybe we could have managed this transition better as an industry,
but we learn through our mistakes.
We have long debated the parallels

POLICYbetween the music and the video
industries, and the “Spotification” ofvideo. 2017 was a seminal moment
when

Spotify

secured

long

term

deals for the first time with every
major music label. Many have longsaid video will be different, but these

PIRACY

new bundles take a big step downthat same path.
What is left is an issue of pricing. Even today, pay TV ARPU in the
US is $107. Netflix is $16, Disney+ $8 and Prime Video $4(according to Statista). Advertising had been forgotten but has been

INSIGHT

refound. So the question is, what is the right price for these bundledservices, and how will revenue be divided? I think this story hassome way to play out. Advertising will be critical, but this will still
predominantly be a pay industry. Are American consumers willing tostill pay $107 for sports plus all other premium content? The
evidence seems to suggest not. And in a world where there are moredigital entertainment options than ever before, many of them free,
what will consumers be willing to pay? The coming years will answer
this question, but my bet is that whatever the price, increasingly it
will come as a bundle.

Louis Boswell

POLICY MATTERS
CLARE BLOOMFIELD
CHIEF POLICY OFFICER
Hard to believe that we’re already halfway through 2024 and starting our planning for theannual Policy Roundtable taking place in December! Whilst watching the various elections
bring in varying degrees of change, we’ve also had the chance to travel extensively in the lastquarter to continue our dialogue with regulators, not all of whom are affected by electoralchanges. As usual, given the size of the market, India has kept us particularly occupied bothwith our annual Future of Video event in Mumbai in April, but also with the ongoing
consultations around plans for a National Broadcast Policy. Elsewhere, Indonesia, having
emerged from its own election, has resumed focussing on various regulations which
potentially impact our industry and Taiwan, also having just finished an election, is in theprocess of putting new NCC Commissioners in place, with whom we hope to engage withshortly. On top of that, in an attempt to be more strategic in getting ahead of some of theregulatory conversations, the policy team has taken a fresh look at the Online Curated Content
Industry Governance Framework and is in the process of updating the various matrices related
to policy work.

INDIA
As we seem to mention in every iteration of the AVP recently, India remains front and centre
with consultations on broadcasting issues. Despite it being an election year (which has justfinished), regulators have continued to try and drive through some fairly substantial regulatorychanges

relatedtobroadcasting.

Indeed,inanunprecedented

timescaletheTelecommunication Regulatory Authority of India (TRAI) issued a second consultation on a
draft National Broadcast Policy (NBP) with only a short period of time to respond, followedby an open house discussion on the draft in mid-May, only 2 weeks later. Whilst thisconsultation is only to feed in TRAI’s recommendations of what should be included in an NBP
to the Ministry of Information and Broadcasting (MIB), a number of areas were included in
TRAI’s draft which extended well beyond TRAI’s remit. AVIA, like a number of otherstakeholders, lodged concerns both about the apparent extension of TRAI’s remit but also theshort timelines given for comments. At the time of writing, TRAI’s recommendations have justbeen published and, despite concerns that it would be far reaching in its suggestions to MIB,
the broad focus is on the need for improvement of audience measurement and development
and promotion of local Indian content. We now wait to see what MIB’s response is to theserecommendations.
In April, AVIA returned to Mumbai for our annual Future of Video India conference. We were
extremely honoured this year to have both the Chairman of TRAI and the Secretary of the MIB
on the same panel, both of whom were relatively new to their roles, enabling us to heardirectly from them on key issues and debate policy approaches.

INDONESIA
PolicyCalendar

In Jakarta, the elections concluded in late March, however the new President
doesn’t assume office until October. This brings with it uncertainty overlegislative changes until October and even post-October depending on which
Ministerial positions go to whom. This uncertainty was seen most recently with
reports that a version of the Broadcast Law revisions were presented to
Parliament without having been approved by at least one key Ministry. The
revisions, whilst not yet public, will potentially bring in unwanted regulation on
online content as well as potentially an expanded role for KPI, who currently
only have regulatory authority over the traditional broadcasting sector. We
understand that given the apparent lack of consensus, the Broadcast Law
revisions have now been postponed, probably until early 2025.

PolicyAdvisory
Council
10 July
SINGAPORE

MALAYSIAIn Malaysia, despite having recently launched the new Content Code forOnline Curated Content Providers (a voluntary code for online content
providerstofollow),afew

Parliamentarians

raisedconcerns

about

inappropriate content being shown and called for online content to formallyregulated. This debate then led to discussions about developing more local
content, something we have seen in other markets. AVIA supported the
pushback by the Content Forum against these proposals through several
pieces of research on OCC regulations and production incentives. Our
understanding is that this issue has, at least for now, been dropped from theregulatory agenda.

PolicyRoundtable
2 December

TAIWANSINGAPORE

Taiwan is another market with an election that has recently concluded. In
parallel,

half

the

Commissioners

of

the

National

Communication

Commission (NCC) terms expire on 31 July, along with the Chairman. Whilst
new Commissioners and a Chairman have been named already, and indeed
the Chairman is one of the existing Commissioners whose term was due toexpire, all nominations have to be approved by the Legislature. Unfortunately,in early May this became a political issue as the opposition blocked theLegislature’s attempt to approve the nominations and it remains to be seen if
negotiations to resolve this impasse will be successful in time for the new NCC
to be formed.

VIETNAM
Finally, from a regulatory perspective, it is worth mentioning Vietnam, a market we haven’t
written about recently. However, in the past few months we were made aware of an issue
related to gambling advertising. As you may know, Vietnam, like a number of other markets in
Asia, heavily regulates gambling activities and the advertising of such. Equally, many sports
programmes, especially international ones, have long carried logos of gambling institutions as
they are not so heavily regulated in other markets, especially Europe. Previously, Vietnamese
regulators, like others, despite having legislation prohibiting gambling advertising, have turneda blind eye to international sports broadcasts which carry international gambling advertising(either through sponsorship on team shirts or hoardings around the stadiums). Unfortunately,
this approach was taken advantage of when a Vietnamese gambling organisation managed toinclude advertising for their website in an international match, involving the Vietnamese footballteam that was played outside Vietnam. This instantly brought the question of advertising into
sharp focus with regulators immediately demanding all gambling advertising should be stopped.
Obviously for the majority of international sports broadcasts, especially where a team issponsored by a gambling company, this would effectively mean the broadcast could not beshown in Vietnam without heavy penalties being imposed. AVIA continues to try and work withthe various regulators involved in this issue to support our members to deliver an outcome
which doesn’t automatically mean Vietnamese consumers can no longer legally accessinternational sports broadcasting.

GOVERNANCE FRAMEWORKOne of the policy areas that AVIA has focused on particularly in thepast few years has been around that of online curated content. In
an attempt to proactively engage regulators on the concept of selfgovernance, back in 2020, we developed a framework document as away of promoting self-governance. Since then, regulators around theregion (and indeed the world) have continued to focus on online
content as consumption continues to rise.
As we have previously mentioned we have successfully used our Governance Frameworkwith regulators such as the MCMC in Malaysia as a starting point for their own approachto manage online content, leading to the publication of their Content Code which fully
supports a self-governance approach. However, we felt it was important to re-visit our
original Governance Framework in light of feedback from regulators and members, toreflect on a more nuanced perspective as to how the Framework could be best used. I am
pleased to therefore announce that AVIA’s Self Governance Framework 2.0 was
published earlier this month and can be found here. We will continue to deploy this in ourconversations with regulators and would encourage our members to use it if helpful.

Looking forward to the 2nd half of the year, other than the regulatory issues alreadymentioned, we still have a busy program of visits planned for the policy team, with trips toIndia, Taiwan, Korea and Japan. For both the India and Taiwan trips, these will be good
opportunities to meet with potentially new regulators post-elections to begin to cement strong
relationships with them for the next few years. For Korea and Japan, in parallel with our “InView” events, we’ll be aiming to engage with regulators, especially in Korea as the KCC
undertake a Broadcasting Market Competition Situation Assessment, taking a sweeping
look at all aspects of the market and how they variously interact, which will be released in early
2025.

CLARE BLOOMFIELDEVENT UPDATES - NEW DATES CONFIRMED!

KickingoffourmarketVietnam in View

events is Korea in View,

confirmed

which

for

is now
Wed

9With the high level ofinterest in our Japan in

be

co-

October, at Mai House

View

conference,

BCWW

in

Saigon, HCMC, with ourhave

decided to make

COEX, Seoul, on Thur 29

State of Piracy Summit

it a whole day event

August,conference

and host it on Tuesday

willlocatednow

withenablingustobroaden the reach of theconference.

For

those

precedingon Tuesday 8 October.

it

29 October, in Tokyo,
beforeTIFFCOM

interested in the Korean

happens

Content

week.

industry,

we

we

the

that
same

strongly recommend you to
take

this

opportunity

attend both BCWW

to

from

August 27 - 29 and Korea
in View.

Ending the year will be our week of conferences in December, startingwith the annual Policy Roundtable on the morning of Wed 4
December, followed by Piracy over the Top in the afternoon. Closing

AVIA EVENTS

the week will be our ‘Advertising First’ OTT Summit on Thur 5
December. And this year, we will be bringing back the OTT Upfronts,
an afternoon of presentations from some of the region’s top
publishers on their latest data, case studies and highlights of premium
content coming down the pipeline. Stay tuned for more updates!

H2 Event Calendar:
SEOUL

KOREA IN VIEW
8

OCT

29

OCT

HO CHI MINH CITY

ADVERTISING FIRSTTOKYO

SINGAPORE

4DEC

SINGAPOREOTT UPFRONTMORE
INFORMATION9OCTPIRACY OVER THE TOP

OTT SUMMIT
5DEC

HO CHI MINH CITY

JAPAN IN VIEW

POLICY ROUNDTABLE
4
DEC

AUG

STATE OF PIRACYVIETNAM IN VIEW

29

SPEAKING:
Greg@avia.org
SPONSORSHIP: Adela@avia.org

SINGAPORE

5DEC
SINGAPORE

PIRACY COSTS
MATTHEW CHEETHAM
GENERAL MANAGER

On Sunday May 29th, the final day of the 2023/24 Premier League season, Manchester City
clinched their fourth Premier League title in a row, and their sixth of the last seven seasons.
Coming in second was Arsenal. Right up until the last day of the season, Arsenal could have
won the title, and while only second, their run was remarkable. They won 15 of their last 17
games, collecting 49 of a possible 54 points. They won the most games of any team in thePremier League era – 28 (sadly, so did City), finished with a total of 89 points, which would
have been enough to win the title in 20 of the previous 31 Premier League seasons – and wasten more thanwhat Manchester United collected when they famously won the ‘treble’ in

1998/99. Arsenal didn’t win the Premier League title, but they were clearly successful and it’squite likely that they will win titles in the coming seasons. The relevance of this for CAP?
Aside from Arsenal being the CAP team of choice (think glamour, sustained success overmany years and, ok, if you must, sexiness), while not every battle will be won, you can be surethe pursuit of excellence is always uppermost and the only focus is on success.

ENGAGING & OUTREACHING
The rise of piracy via social media and messaging platforms has seen CAP’s work withsocial media and messaging platforms to combat piracy take centrestage in our engagement
and outreach efforts in 2024. In Q2, CAP worked with representatives from Google, Facebook
and TikTok on various issues on their respective platforms and we have organised
Roundtables with each in July in Singapore.
Telegram remains an outlier in terms of their total lack of cooperation with rights holders andtheirrepresentatives,

including

CAP.

As

a

result,welobbiedtheIndonesiantelecommunications regulator, Kominfo, over a period of many months seeking theirassistance to tackle piracy on Telegram. We highlighted the links between pirated content,
particularly live sport, and other illegal content such as gambling on the platform. In mid-May,
at CAP’s request, Kominfo organised a meeting with CAP, local Indonesian rights holders andTelegram in Jakarta. Kominfo said in the meeting they would take action and a week later the
Minister announced fines for illegal activities on platforms, and he called out Telegram as
being totally uncooperative. We are now working to provide Kominfo with evidence of ongoing
infringement on Telegram with a view to push them to implement content protection measures.

The Kominfo meeting in Jakarta is an example of CAP bringing together rights holders,industry and government representatives to discuss content protection. In Q2 CAP also
worked with Astro and the Premier League to hold an enforcement workshop in Malaysia
with government representatives. Further to this workshop, we also travelled back to Kuala
Lumpur in June to meet with Astro and the Minister of Communications. We also worked withTrue, the Premier League and Synamedia to co-host an enforcement roundtable in Thailand
with the Department of Intellectual Property at which all the relevant government bodies wererepresented.
Q2 also saw CAP speaking at a number of Senate hearings for the site blocking bill in thePhilippines, as well as making numerous submissions, and we travelled to Manila to visit with
Senators in June. We remain hopeful that the bill will be enacted before the end of the year.
CAP also worked closely with its members on a submission to Singapore’s IMDA seeking
improvements to the current site blocking regime.
RESEARCHING AND TECHNOLOGIZINGIn Q2 CAP issued the results of its 2024 Consumer Surveys. The
surveys showed a marked increase in the incidence of piracy aroundthe region, largely driven by a large increase in the use of social
media and messaging platforms by consumers. Facebook is leading
the way as the most popular platform for consumers to both search
for and access pirate content. To mark the release of the Surveys,
CAP issued a regional press release, and also worked with our local
partners to issue localised releases. The Surveys are also invaluablein our presentations to governments around the region.

Thailand is a priority country for CAP and in Q2 we worked with Synamedia on an Illicit
Streaming Report for Thailand. CAP will be working in 2024 with Synamedia and others tofollow up on the findings of the report. In Q2 CAP also continued to refine our ad tracking on
MagiCAP and this data will become increasingly valuable as we work with governments andintermediaries in APAC to highlight the illegal revenues generated by pirate sites.

ENFORCING & DISRUPTING
Site blocking remains front and centre to CAP’s enforcement efforts in Asia-Pacific. We
obtained our latest order in Singapore in early April that saw ISPs ordered to block 26 sites
and more than 100 associated domains. We continued to increase the frequency of blocks in
Malaysia, with three rounds filed in April, May and June, encompassing more than 100 sites
blocked. Our cooperation with AVISI also continued in Q2 where we referred more than 250 IP
address-only sites for blocking by Kominfo.

Our enforcement work with platforms also continued in Q2, notably in another round of
coordinated TCRP referrals of live sports URLs to Google for Yalla related sites. Following on
from our last Roundtable with Google, they have agreed to remove all ads from infringing sites
CAP refers to them and Yalla was the first site referred to Google for this process, and we are
now aiming to refer numerous sites every month for action. We also continued to refer blockedsites to FaceBook for removal from their various platforms, as well as sending them lists of
keywords associated with live sporting events for monitoring and removal.
COLLABORATING

In advance of CAP’s State of Piracy (SOP) event in Vietnam in October, we travelled to
Hanoi in Q2 to meet with relevant government and local industry officials. The primary online
enforcement body, Vietnam’s Authority of Broadcasting & Electronic Information (ABEI)
agreed to work with CAP on the event, as did Vietnam’s PayTV Association and we will beworking closely with both as we near SOP.

CONCLUDING
Q2 was another busy quarter for CAP as we continued in our ongoingbattle against piracy with victories small and big along the way.

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The emergence of OpenAI's Sora marks a new age in video
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TALENT DEVELOPMENT PROGRAMME
In collaboration with The Cultural and Creative Industries Development Agency’s Talent
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By fostering a culture that encourages the sharing of ideas across borders and facilitates crossgenerational collaboration, AVIA aims to empower media players to leverage the fresh
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organizations to stay ahead of the curve and capitalize on emerging opportunities in the dynamic
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PAST EVENTSFUTURE OF VIDEO IN INDIA SEES MUCH OPTIMISM FOR GROWTH
WITH TECHNOLOGY AS THE ENABLER FOR THE CONSUMERThe Future of Video India conference welcomed over 130 senior government andindustry leaders in Mumbai for a day of discussions centered around one of themost vibrant and burgeoning video markets in the world.
Anil Kumar Lahoti, Chairman of TRAI and Sanjay Jaju,
Secretary, MIB, opened the conference with optimism about

CONCLUDING

the industry. The MIB hopes to see the current $30bn
industry grow to $100bn in the next 4-5 years. Both senior
officials talked of the need to create a level playing field andbalance the interests of the different sectors of the industry to
encourage growth and investment.
L to R: Sanjay Jaju, Sec, MIB, Anil Kumar Lahoti, Chairman, TRAI,
Clare Bloomfield, CPO, AVIA

For Kiran Mani, CEO - Digital, Viacom18, technology wasenabling as many Indians as possible to access content.
“People are doing more with content than ever before. It's not
doing

more

content,”

said

Mani.

Similarly,

SajithSivanandan, Head, Disney+ Hotstar, India, shared that ‘thebest businesses happen at the intersection of people andtechnology. . . finding and operating in that intersection is thegold mine right there.
L to R: Sajith Sivanandan, Head, Disney+ Hotstar India with Kiran
Mani, CEO Digital, Viacom18

Beyond reaching and engaging consumers, content too had
the power to influence and change perceptions, with Aparna
Purohit, Head of Originals, India & SEA, Prime Video India,
sharing during her session on ‘Inspiring and Empowering the
Next Generation of Women Leaders’, that diversity was key
to greenlighting any projects at Amazon Prime Video.
Pictured L to R: Mrinalini Jain, Group Chief Development Officer, Banijay Asia and Endemol Shine India,
Aparna Purohit, Head of Originals, India & SEA, Prime Video India, Khushboo Yadav, CEO, Jio
Entertainment Services and Board Member, JioSaavn, Reliance Jio, Megha Tata, Snr. Media Executive

With Indian content more accessible than ever, India was becoming less exotic
and more real in western minds, resulting in greater success and recognition, said
Sai Abishek, Head of Factual & Lifestyle Cluster, South Asia, Warner Bros.
Discovery, (pictured left) and with many more stories to be mined, India wasbarely scratching the surface in its journey to making its mark globally, concluded
Abishek.
Click here for the full press release and visit our media gallery for more photos from theconference.

NAVIGATING CHALLENGES AND SEIZING OPPORTUNITIES IN ANEVOLVING SATELLITE LANDSCAPEAs the satellite industry continues to evolve, challenges andopportunities abound. Industry leaders from the Asia-Pacificregion and around the world gathered at AVIA’s recent Satellite
Industry Forum, held in Singapore on 28 May, to discuss thestate of the industry, addressing critical questions and sharing
insights on the path forward.
The emergence of NGSO systems presents both opportunities and threats totraditional GSO operators. In the opening keynote, Patompob (Nile) Suwansiri,CEO, THAICOM, (pictured right) highlighted the need for adaptation and strategic
partnerships

toleveragerespective

strengths.

Suwansiri

emphasizedtheimportance of leveraging accumulated expertise and capital to invest in newer
technologies and satellites, ensuring continued growth and relevance.

The ‘Asia-Pacific Satellite Leaders Roundtable’ also discussed
the current state and future outlook of the satellite industry, witha focus on where the video industry is heading. Raymond Chow,
Chief Commercial Officer, AsiaSat, emphasized their focus onproviding end-to-end services and adapting to changing customer
demands for global connectivity, with more vertical integration fora holistic view across the video business.
L-R: Mark Rigolle, CEO, ABS, Raymond Chow, Chief
Commercial Officer, AsiaSat, Yau Chyong Lim, COO,
MEASAT Satellite Systems

Conversations

also

centredaroundthespaceindustry,

following the tumult and volatility of 2023. Dara Panahy,Partner, Milbank LLP, (pictured right) highlighted the ongoing
democratization of the commercial space industry, with theneed for incumbents to evolve by either scaling up or verticallyintegrating to better serve customers.
The Satellite Industry Forum concluded with senior industry executives convening for a high-level
discussion on the future trajectory of the satellite industry. Sanjay Duda, CEO, Planetcast Media
Services, emphasized the continued relevance of satellite in delivering linear channels, especially inunderserved regions like India, while acknowledging the pressure on costs and the evolving landscape ofmobility. while Katherine Gizinski, CEO, River Advisers, reiterated the importance of regulatory
considerations, particularly regarding spectrum and physical space access. She advocated for greater
industry cooperation to address sustainability concerns and anticipated closer scrutiny from regulators
as the industry continues to expand.
Click here for the full press release and visit our media gallery for more photos from the conference.

Member Reports:
The following reports are now available at avia.org for download. Please register for an
account on our website for access to these and more.

Members Only

New Members:
AVIA is only as strong as its members. We want to appeal to all parts of the video ecosystem
and we are delighted that in this quarter, we have been joined by the following companies:

2024 Upcoming Events:
Korea in View

29 AugustState of Piracy Summit

8 October

Vietnam in View

9 October

Japan in View

29 October

OTT Summit & Upfronts

5 December

Contact Us:
We want to hear from you. Please get in touch and let us know what you think:
POLICYPIRACY
INSIGHT & MARCOMMS
MEMBERSHIP & SPEAKING OPPORTUNITIESEVENTS & SPONSORSHIPEVERYTHING ELSE

CLARE@AVIA.ORG
MATT@AVIA.ORG
CHARMAINE@AVIA.ORG
GREG@AVIA.ORG
ADELA@AVIA.ORG
LOUIS@AVIA.ORG

ADDRESSES: 20/F LEIGHTON CENTRE,77 LEIGHTON ROAD, CAUSEWAY BAY, HONG KONG
5008 ANG MO KIO AVE 5,#04-09 TECHPLACE II, SINGAPORE 569874