TV BROADCASTER OF THE YEAR
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5 UNIVERSAL NETWORKS INTERNATIONAL NBCUniversal’s new initiatives in the past year have mainly revolved around the commitment to increased investment in three main areas – express programming, original productions and fresh franchises and synergies. “We recognise the importance of timely, up-to-the-minute information in this region. Thus, with new media technologies pushing the boundaries, it has been increasingly important to bring new content to Asian audiences as soon as they are available from the US,” said a spokesperson. Through a campaign called “Express from Hollywood” launched in March 2014, E! viewers have been able to catch up to 90% of their favourite programmes. It also produces original content such as E!’s Facing Up To Fazura, which is about Malaysian actress Nur Fazura, and DIVA’s original series SupermodelMe Season 5: Sirens. NBCUniversal International Television’s channels division continues to distinguish itself in the marketing-to-women arena via an APAC sponsorship package with TRESemmé. In addition to the US, TRESemmé’s sponsorship on E! covers the Philippines, Australia and Indonesia and includes bespoke content created for broadcast on E! revealing
what is hot on the New York runways. For Indonesia, the campaign extended beyond a programme sponsorship. The collaboration included specially produced content featuring Indonesian actress/model Mariana Renata – TRESemmé’s brand ambassador in the territory. Leading women’s entertainment channel DIVA also teamed with CNBC – the leading business and financial news network – on Running The Show, a 30-minute special that takes a look into the lives of some of the most
influential female figures today. The programme marked the return of premium perfumer and luxury fashion house Hugo Boss on DIVA. Other campaigns on the channel included the Marigold Peel Fresh sponsorship of Lisa Surihani’s E! News Asia Special; Dolce & Gabbana’s Fragrance journey and Subaru’s comedy skit for Brooklyn Nine-Nine. Key advertisers include Subaru, Hugo Boss, TRESemmé, Dolce & Gabbana, Escada, Marigold Peel Fresh and Malaysia Tourism Board.
6 DISCOVERY NETWORKS ASIA PACIFIC
Coming in at number six this year is Discovery Networks Asia Pacific. The year marked Discovery Networks’ 20th year in Asia, and fittingly, much of the year’s focus was on enhancing the company’s portfolio in the region. Its key advertisers this year were Tourism Malaysia, Hong Kong Tourism Board, Philippine Airlines, Thai Airways and Old Town White Coffee. In May, a new brand campaign, “How on
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Earth?!” was launched for Discovery Channel and, in July, its lifestyle flagship channel, TLC. Soon after, Discovery Turbo was rebranded DMAX – the definitive factual entertainment destination for young men. From cars and combat to extreme antics and enterprise, the channel covered it all. The channel’s audience saw an uplift of 40% among young males after the rebrand.
In August, Discovery Home & Health was rebranded Eve – the only factual entertainment channel created just for women in Asia. Audience numbers for the channel saw an uplift of 97% in Malaysia after the launch. To promote the premiere of the new series Manhunt with Joel Lambert, Discovery Channel launched an integrated marketing campaign that combined prominent out-of-home billboards and an aggressive on-air and online promotional plan to encourage tune-ins. The first phase included a teaser campaign to illustrate the show format and provide exposure for the main character, Lambert. An online game was created and supported by online ads, social traffic drivers and out-of-home billboards in Malaysia to increase game plays. The show was a global success. In Malaysia, Manhunt premiered 86% above the slot average among all people. In conjunction with Discovery Channel’s 20th anniversary in Asia and the new season premiere of hit series, River Monsters, it organised a threecity tour in Southeast Asia with renowned angler and biologist Jeremy Wade. The tour presented an exclusive opportunity for angling enthusiasts in Singapore, Malaysia and Indonesia to hear from Wade as he recounted the most exciting, scary and dangerous moments of his career.
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