For almost as long as pay-TV has existed in the Asia Pacific region, cable and satellite networks have bemoaned that their audience share is much higher than their slice of the advertising revenue pie. While the topic remains high on the agenda at the Cable and Satellite Broadcasters Association of Asia (CASBAA), networks in the region have been getting creative with their advertising solutions, partnering with their clients on content-led campaigns. Al Jazeera is one such broadcaster; Hedi Smirani, managing director of QMS Asia Pacific, the exclusive media rep of Al Jazeera across APAC region, shares two case studies with Television Asia Plus. Case Study: Shell A key area of growth in broadcasting is the paradigm of content partnership. With carefully selected subjects, engaging formats across multiple platforms and with the right partners; a broadcaster can benefit a great deal financially and editorially. In this spirit, Al Jazeera is constantly identifying visionary partnership to enrich its content and provide informative and entertaining programming to its viewers worldwide. A key subject nowadays is the thorny issues of global warming and renewable energy. The initial idea of embarking on this partnership was born back in the UAE almost two years ago. The concept was for Al Jazeera to put together a series of short documentaries sponsored by Shell, showcasing various aspects of the Oil & Gas industry, and tackling relevant issues such as energy efficiency and alternative sustainable forms of energy. The colossal project had to be finished within a three-month timeframe and involved parties from five continents with a huge editorial contribution. The script needed a few visits to and back from London, Dubai and Doha at Al Jazeera’s HQ in Qatar. The style had to be quite educational, informative yet attractive across the spectrum. The duration was five minutes per episode and, given the target audience as per the client and agency’s requirements, as well as the allocated budget the number of episodes was set at 12 fresh to be aired once during peak time in MENA region with two repeats per episode. Labelled ‘Energy Industry’, the 12 five-minute episodes comprised: GTL (Transfer Gas to Liquid); Solar Energy; Waste Recycling; Wind Energy; LNG (Natural Gas); Alternative & Clean Energy; Oil Discoveries & Challenges; Transportation Oil & Gas by Pipes; Energy between Reality & Future; Global Energy & Challenges; Naval Platforms on the Arab World; Smart Oil Fields. The general feedback was very positive to the point that Shell in the Middle East has been requested by a number of primary schools to air the actual episodes as part of the curricula to teach the younger students about energy and its impact on the environment. Al Jazeera network benefited to a large extent from its production facility, easy access to decision makers in the Gulf and Europe and its investigative style of reporting. The aim is to identify similar projects with world class partners caring about their corporate social responsibilities.