Hong Kong – CASBAA announced a groundbreaking TV industry initiative to generate new revenue streams as part of a unified channel and network strategy. The initiative is designed to demonstrate the effectiveness of using regional TV channels to reach audiences most likely to maintain spending in an economic downturn. According to CASBAA, this is the first time the pan regional TV channels in Asia have worked together to create a single voice to reach clients and agencies on the benefits of the medium rather than on an individual channel basis. Top regional media planners are working with CASBAA’s advertising team to develop the strategy for regional TV to move forward. The initiative is supported by a comprehensive marketing plan. To launch the project, the Pan Asian Regional TV Sourcebook will be published at the end of May and supported by an online presence and a commercially oriented website providing advertisers and agencies with essential marketing information and media sales kits. Major stakeholders in the project include CNN and Cartoon Network, Discovery Networks Asia-Pacific, Sony Entertainment Television, National Geographic Channel and FOX Networks, STAR TV, BBC Global Channels, CNBC Asia, Bloomberg Television and Australia Network.