10 VIDEOAGE January 2024 Arrow Studios, a German company based in London, was represented in SEA by Bomanbridge. It is also possible that, due to those difficulties, this time around, the French pavilion had only half the number of companies exhibiting than it did in previous years. Other Europeans, like, for example, the Italians, completely abandoned the market. Canadian companies such as 9 Story, did, however, attend and picked up some of the slack. Emblematic of this was a quote from Izzet Pinto, CEO of Turkey’s Global Agency. He was not personally seen at ATF, but his company was among the exhibitors. He was quoted in the ATF’s official daily as saying, “Global Agency has been mostly focused on Turkish and European projects, but they will now be focusing on Asia as well.” Conversely, some Asian executives, like Yinan Ding of China’s Huace, found it difficult to sell their produced content to European buyers. These issues didn’t seem to discourage Indian companies, whose presence at ATF was felt by all. Contrary to Turkish, European, and American companies, they sent their top-level executives, like Anil Khera, CEO of Mumbai-based One Take Media. As for the activities on the exhibition floor, the first day of the market was extremely hectic. Things slowed down considerably on the second day, and continued at this slower pace until Friday, the market’s closing day. Problems loom now for the 2024 ATF event since both MIPCOM and MIP Cancun will be held later than usual, with the latter actually ending November 22, leaving little time for some exhibitors to prepare for the early December Singapore market (just 10 days). For this reason, next year, VideoAge will be combining its MIP Cancun and ATF Issues into a single November edition that will be distributed at both markets. As for the next ATF, the event will be taking place December 3-6, 2024. Contrary to what VideoAge reported in its December 2023 preview, the “and Market” that was added to the name of this year’s 24th annual Asia TV Forum (ATF) didn’t indicate that the market portion of the event was simply an “afterthought” of the conference section. Indeed, even the event’s own official daily devoted 11 full pages — a record number — to the market’s activities. However, the market still lacked some basics, including a board where participants could look up exhibitors’ stand numbers (like other sister TV markets organized by the same group, RX, do) without having to waste time uploading, opening, and finally scrolling through the ATF’s online listings (which were provided through a QR code on registration badges). Notably, there was indeed a large board provided for the conference portion of the event. The official numbers released for the fourday event (of which three days were dedicated to the market) that was held at the Marina Bay Sands Convention Center in Singapore were: 715 seller companies (460 as exhibitors), including 15 pavilions and 911 in-person content buyers (as opposed to buyers who attended virtually). In 2022, ATF recorded a total of 1,000 buyers and 400 exhibitors. Nonetheless, it has been officially declared the biggest ATF market to date, and boasted a restructured exhibition floor — albeit with a somewhat confusing stand numeration: FA, FB, FC, etc. “Someone in the organization must have gotten bored”, was a passing comment from a visitor who couldn’t find a stand. This year’s ATF began on December 5, a day before the opening of the market, in order to give more time to the conference portion of the trade show that mostly attracts local Southeast Asian executives. The perceived de-emphasis of the market portion caused many top-level executives from content distribution companies to skip the event entirely and instead send their junior associates to man their stands at ATF. According to some reports, this aspect was upsetting to some top-level buyers, especially those from Japan, who found it humiliating to have to meet with lower-ranking sales executives. The trade media, too, skipped the market in droves, with only five publications (including VideoAge) distributing their printed editions, while a total of 16 were present with their QR codes. Another concern for potential attendees is how difficult it is for Western companies to sell their wares to content buyers in Asia if not supported by a local office, partially because of cultural and political (read: censorship) differences, but also because time differences make direct communication a big problem. Some of these issues induced a number of Latin companies to forgo the territory entirely, while some European companies picked up local reps. For example, Red Challenges Facing Asia TV Forum and Market ATF Review It has been officially declared the biggest ATF market to date, and boasted a restructured exhibition floor — albeit with a somewhat confusing stand numeration. Anil Khera, CEO of India’s One Take Media At the Japan networking lunch: market coordinator Matthew Bejot and WOWOW’s International Sales manager, Hideki Furutani Yinan Ding, senior manager at China’s Huace Global
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