NEWS & VIEWS
October 2017
19
Both Stuart Jamieson (extreme left), managing director, South-east Asia
emerging market cluster, Nielsen; and Nick Burfitt (centre), managing director,
Asia-Pacific, Kantar Media, agreed that audience measurement has to include
the measurement of online video consumption.
Nikko Acosta, senior vice-president, content business,
Globe Telecom, stressed the importance of enhancing
mobile and wireless broadband infrastructures as
consumers’ lifestyle will be more digitally connected in
the future.
mented that the digital lifestyle of
a Globe subscriber, both at home
and on mobile, is now shifting
along with the waves of data.
Mobile data has always been
one of Globe’s core businesses,
he highlighted, and the wave of
mobile data enables consumers
to access the services and media
content at their convenience, thus
complementing their consumption
habits.
He also revealed that the com-
pany has started to commercialise
creative products and experiences
that are data-related, and has been
establishing strategic partnerships
in order to enhance the overall
“digital, connected lifestyle” for
Globe’s subscribers.
As broadband services are cur-
rently being rolled out across the
Philippines, Acosta declared that
“broadband will be the blue sky
for everyone to tap into” going
forward. He explained: “In the fu-
ture, consumers will be demanding
services anytime and anywhere,
Virat Patel, managing director of Pioneer Consulting Asia,
and author of the CASBAA Philippines in View 2017 Market
Report, pointed out that broadband will be the key driver
in moving the Philippine media industry forward.
regardless if it is on mobile or on
home-sharing devices. Thus, the in-
vestments to accelerate mobile and
wireless broadband infrastructures
must be in place, to enable us to
better serve our customers.”
Acknowledging Acosta’s point
about the growth in broadband
services, Virat Patel, managing di-
rector of Pioneer Consulting Asia,
who also authored the CASBAA
Philippines in View 2017 Market
Report, pointed out that the fast-
evolving business environment for
pay-TV and broadband video is no
longer being driven by standalone
pay-TV services.
According to Patel’s report,
75% of new video connections
within the Philippines are for
broadband alone, or broadband
bundled with pay-TV, with room
for growth as traditional pay-TV
services retain a penetration rate
of just 14% of all TV households.
Patel continued: “Apart from
the larger players who have
been selling broadband services
aggressively, we found out that
some members of the PCTA (the
Philippine Cable TV Association)
in the provinces were selling more
broadband than pay-TV, to the
extend where TV is even bundled
in for free. Therefore, it is broad-
band driving the market forward,
instead of TV.
“And with the combination
forces of 3G, 4G and 5G, as well
as fixed broadband increasingly
moving into fibre, there will be
many more broadband connec-
tions than pay-TV. We definitely see
significant growth in broadband,
and with government and opera-
tor initiatives, the roll-out of fixed
broadband is going to be more
aggressive.”
The consumer experience was
highlighted in the Looking to
the Future Revenue: Advertising
Viewing and Measurement panel,
with representatives from Kantar
Media and Nielsen who both em-
phasised their companies’ work
towards including measurement of
online video consumption. Stuart
Jamieson, managing director of
Nielsen’s emerging markets South-
east Asia cluster, said: “The chal-
lenge with the industry is to rethink
the way of using data, the types of
data obtained, and look at them in
a different perspective.
“Having silo measurements
does not work, and create internal
competition for resources. Media
companies need to start looking
at what Nielsen calls Total Audi-
ence to understand their audience,
identify who they are, what they
like, and how they interact with
content — everywhere across all
platforms.”
While the journey of digitisa-
tion is a natural progression for
the broadcast industry, Jamieson
commented that the Philippines
is one of the few markets where
Nielsen have not seen “great deal
of loss of viewing to digital”, un-
like some of the more developed
markets where there is significant
reduction in linear viewing.
“It’s about embracing digital
services and platforms, instead of
viewing them as a competition,” he
added. “The Philippines is going
to see more mobile consumption
from the younger population, and
the speed of getting content into
the country is going to be much
faster. Hence, it’s time for tradi-
tional players to embrace digital
offerings, and make a new distinc-
tion of their service.”
Declaring the Philippines in
View 2017 conference a success,
CASBAA’s Slaughter concluded: “As
part of our ‘in View’ series, which
we’ve been doing for several years,
we go into a particular market to
look at as many different aspects of
the market as we can. It is also an
opportunity for media companies
to take a closer look and really dive
deep into one specific market.
“For instance, telcos such as
Globe Telecom have been in the
media space for quite some time,
and they have set up IPTV and
other services that go along with
their broadband and data services.
“With Globe’s venture into
media content, it is a recognisa-
tion that smartphone penetration
is accelerating. This also supports
the fact that 3G and 4G services
are perfect for the transmission
of video and streaming media,
hence acknowledging the chang-
ing consumer preferences of how
they want to consume their video
content.”
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Asia-Pacific is on the verge of a tipping
point for subscription video-on-demand
(SVoD) with Netflix’s launch helping to
raise consumer awareness and stimulate
increased investment among local telcos,
pay-TV operators, broadcasters and over-
the-top (OTT) businesses. Premium online
video activity is ramping up across the
region,