France, Korea, Malaysia, Singapore, Spain and Taiwan. According to official figures, Europe represented the largest selling contingent at ATF 2008 with 41 percent, followed by South Asia with 18 percent, the Americas with 15 percent, North Asia with 13 percent and the Middle East with 10 percent. Pricing for sellers starts at U.S.$9,360 for 18 square meters of exhibition floor space. On the acquisitions side, South Asia buyers constituted the largest group with 62 percent, followed by North Asia with 31 percent. Buyers paid U.S.$638 for registration if from overseas and $427 if local. According to Ganesh Rajaram, Singapore-based vp of Sales, Asia for FremantleMedia Enterprises, who plans to attend the upcoming market, “ATF is especially useful for those who do not get the chance to travel to the MIP-TVs and MIPCOMs, as it allows us to touch base with our clients one last time before year’s end and gives us the opportunity to tie up loose ends.” In addition, noted Rajaram, “From my perspective, it gives me more quality time with clients as it’s not as manic as the major markets.” Joy Olby-Tan, vp, Network Acquisitions, Channel 5, MediaCorp, will also be in attendance, as the market is held in her home country. “It provides a timely opportunity for the industry as we approach the end of the year, and also serves as a post-MIPCOM catch-up,” she stated. Olby-Tan will focus on picking up entertainment content from around the world for Channel 5’s 8-10 p.m. primetime block, but she also plans to keep an eye out for “products which are applicable to multiple platforms beyond the traditional goggle-box.” Overall, the content she will be purchasing has to fit her channel’s positioning, audience profile, and be something that the audience can relate to. On the general state of the industry, Olby-Tan said she and her colleagues are “seeking to overcome the tough economic climate of the past year as well as an increasingly fragmented viewing audience.” The theme of ATF 2009 will be the “Digital Future,” with three days of seminars devoted to the subject. On day one, a series of sessions will explore emerging trends in musical composition and film/television production. On day two, formats will also take center stage as Rob Clark, Global Head of Entertainment, FremantleMedia, delivers a keynote speech on the topic. The third day of the market will host a conference entitled: “Future of Television Content: Multi-Platform Engagement and Digital Extension,” during which panelists will explore ways to attract viewers back to traditional television, whether TV viewers can co-exist in the digital paradigm and the challenges broadcasters, network channels and media owners face in this changing media environment. Also part of the ATF is the Media Development Authority-organized Asian Festival of First Films, which will hold its gala awards ceremony on December 4 to announce this year’s winners in 11 categories. The Festival, which honors first-time excellence in filmmaking from the Asia-Pacific film community, is in its fifth year and begins before ATF on November 28, concluding at the gala. Another ATF-related event is the Asian Television Awards (ATA), which recognize, reward and encourage the production of quality television programming from across the Asian region and will be concluded at the ATA 2009 Gala Dinner and Awards Ceremony on December 3. DE C E M B E R 2 0 0 9 (Continued from Cover) Asia TV Forum Artistic rendition of the Italian Exhibiting Pavilion at ATF 2009 V I D E O • A G E 22 When you’re at NATPEwithVideoAgeyou’re reaching: • Latin American Buyers (NATPE is their No.1 market) • North American Buyers (Looking for programs for their extra DTV channels) • Distribution Companies (Looking to distribute your programs). NATPEwithVideoAge: A low-cost, highly e cient market. Your American Dream At NATPE, VideoAgewill publish: Its Monthly (English/Spanish) Three Dailies (the only ones delivered to all registrants in their hotel rooms). Day 1 (on Sunday): Focus on Latin America Day 2 (on Monday): Focus on Children’s TV (extra distribution at KidScreen Summit) Day 3 (on Tuesday): Focus on Canada, U.S. DTV, Africa TV (extra distribution at DiscopAfrica). ’ VideoAge
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