❝ Technology will keep changing , but compelling storytelling is still humandriven … If the content is compelling enough , it will find its way to viewers beyond boundaries .❞
10 March 2018
NEWS & VIEWS
GOASEAN : The getaway ticket to the wonders of ASEAN
GOASEAN is a relatively new channel launched in June 2015 . Can you elaborate more about GOASEAN : What are some of the strategies you have developed for GOASEAN , and how are viewers accessing GOASEAN content ? Edwin Raj : Since inception , GOASEAN has grown to become the region ’ s leading content producer focusing on South-east Asian travel and lifestyle content . Our objective is to share the best from all 10 ASEAN countries — Brunei , Cambodia , Indonesia , Laos , Malay sia , Myanmar , the Philippines , Singapore , Thailand and Vietnam — to the world while bringing the world to ASEAN .
Our team has produced 17 original series in our first year of operation , and has won 19 international awards in the travel and tourism space to date .
It ’ s a feat for many , but with the sheer passion to put ASEAN on the map , we are determined to do more . To date , we are almost at 20 original series ; we ’ ve diversified our business to become a multiplatform content producer , as well as a content distributor via our GOASEAN International Distribution arm to 53 countries around the world .
We have also introduced GOASEAN Creative Services , which works together with travel and lifestyle partners — such as the ASEAN Secretariat — to produce promotional videos for the ASEAN @ 50 : Golden Celebration campaign in 2017 , as well as Malaysia Airlines on a recent Malaysia Day campaign video .
Our strategy is simple : To promote ASEAN as a single tourist destination over multiple platforms to global audiences , and encourage travellers to the region . Our team has covered more than 700 destinations across South-east Asia
In 2015 , GOASEAN was launched to commemorate Malaysia ’ s tenure as chair of the Association of South-east Asian Nations ( ASEAN ). With an aim to provide global audiences with a gateway to the world of South-east Asian wonders , GOASEAN uncovers a kaleidoscope of travel destinations , bringing viewers on a journey to ASEAN . APB prompts Edwin Raj , senior vice-president of GOASEAN , for more details .
❝ Technology will keep changing , but compelling storytelling is still humandriven … If the content is compelling enough , it will find its way to viewers beyond boundaries .❞
over the two short years , and trust there is so much more to discover .
GOASEAN has established partnerships with Discovery Networks Asia-Pacific ( DNAP ), a pay-TV broadcast network , as well as two over-the-top ( OTT ) service providers — tonton and dimsum . What is your perspective on the current media landscape , and how is GOASEAN leveraging its content on both linear and non-linear platforms ? Raj : We recognise the ever-changing content consumption patterns , post-millennium . Anywhere , at anytime is the new lingo . This applies to our target demographics — tourists and travellers .
The travel space has been continuously disrupted by tech companies — everything is online nowadays and we want to contribute by positioning these destinations through engaging , award-winning content .
We are already in talks with
travel tech companies as well as tourism organisations to integrate CTAs ( calls-to-action ) that allow content consumers to book their travels to the destinations featured in our series .
It ’ s imperative that our content is spread across these touchpoints frequented by our demographics — for example , DNAP ’ s channels are available in 11 countries and has a reach of 14 million viewers ; tonton and dimsum , combined , have up to eight million subscribers within Malaysia and their growing territories . Additionally , GOASEAN content can be consumed in-flight on selected airlines , as well as in hotels around the region .
More importantly , can you share with us your views about content production in ASEAN , and what do you think are the new technologies that can be used to enhance your team ’ s creative output ? Raj : There are countless stories in
— Edwin Raj , Senior Vice-President , GOASEAN
this region waiting to be translated into great content . For instance , we have cherry blossom blooming in Chiang Mai , Thailand ; snowcapped mountains in Hkakabo Razi , Myanmar ; and even Blue Tears of Tusan Beach in Sarawak , Malaysia .
Our team has just returned from a production in Jeram , Selangor , Malaysia , to discover the Sky Mirror occurrence ; the only other place this happens in the world is in Bolivia .
We need more time and more research , as well as analytics captured , to develop content that offer unique propositions .
We are already applying technologies , such as Frame IO , to improve our workflow as we have multiple productions running at a time for our executive producers to manage productions better .
Technology will keep changing , but compelling storytelling is still human-driven .
Given that ASEAN is a diverse region in terms of culture and language , what are some of the challenges in creating original ASEAN content , and how is GOASEAN making these content appealing to viewers across the globe ? Raj : We see the diversification in culture and language of ASEAN as its bestseller . Most of our series communicate primarily in English as a universal language , and we provide subtitles to localise the series , if necessary . As an example , our series distributed to China comes with both simplified and traditional Mandarin subtitles .
If the content is compelling enough , it will find its way to viewers beyond boundaries .
The Eco Traveller is a GOASEAN original series that clinched the ‘ Sustainable and Responsible Tourism ’ award at the ART & TUR — International Tourism Film Festival in Portugal last year .