Anchored on three well-known brands – Star, Fox and National Geographic, Fox One Stop Media (FOSM) represents a diverse channel portfolio that claims more than 500 million cumulative subscribers in Asia and more than a billion cumulative subscribers globally across 28 channel brands. According to the latest PAX Q3 2008 to Q2 2009 release, Fox International Channels reach more viewers in Asia each week than any other international TV advertising network, in which valuable audience groups such as frequent travellers, business decision makers, banking and finance professionals, influencers, early adopters, cultural explorers and young professionals are of its primary reach, turning FOSM into Asia’s largest international TV advertising network to target key demographics. Aiming for high efficiency and cost effectiveness, FOSM is a comprehensive service for advertisers to take advantage of premium in-house advertising sales services, such as creative solution development, marketing on-air production and new media. “To make the most efficient use of their resources in today’s complex media environment, advertisers must precisely select the mix of media, markets and approaches that best matches their target audience,” said Jonathan Ellis. “As a leading agency in the industry that offers sophisticated marketing solutions, we leverage our close partnership with FOSM to deliver superior return-on-investment to our clients. FOSM is a sophisticated and realistic solution, allowing our clients to connect with more of their target market and multiple channels than would be possible from any other single source, and with much greater ease,” said Barry Cupples, CEO, Asia Pacific, OmnicomMediaGroup. “We specialize in creative and integrated marketing strategies aimed at consumers in one or several markets here in Asia. FOSM works with our agencies to rapidly design and execute complex local, multi-local or pan-regional campaigns for our clients, allowing us to centrally manage them from Asia. Their enhanced sales house is truly localized, always professional and we are encouraged by what FOSM are attempting to do,” said Mark Patterson, CEO, Asia Pacific, GroupM. Asked about the perennial problem of inconsistent viewing data across the region, Ellis said they are involved in the CASBAA-led ATAC initiative and are pushing to enhance the emerging markets and standardize data. He also said they are looking to increase their own in-house research by investing in data, and where possible, case studies. “If we have a high-profile, multi-platform advertising solution, it’s worth investing in research into the success of that campaign.” Ellis says the more measurability they can provide, the better placed they are to take new solutions to existing clients, or existing solutions to new clients. “We are now Asia’s leading sales house – such scale offers flexibility and choice to the advertiser,” says Ellis, adding that clients can ‘pick and mix’ across local, regional and even global buys. Moving from the issue of inconsistent ratings data, Ellis points to the accountability of on-line media, and that FOSM’s portfolio also includes Fox Online Networks. He also points to one of the region’s biggest ad-supported projects at the present time, HP Space. An original pan-Asian reality television series, HP Space recently chose, from across the entire region, 16 finalists who are currently in Singapore filming the show. Each week, the contestants are challenged with a new creative task ranging from multi-media and visual art, to product design, music, fashion and publishing. They have been provided with the latest product innovations from HP to assist them in successfully completing these creative challenges. At the time, Ellis said, “With (our) production capability, as well as our extensive reach online and on air across Asia, we have a real opportunity to raise the level of creative discourse and truly grow the creative ‘space’ in Asia.” Said Ajay Mohan, vice president marketing, personal systems group, HP Asia Pacific and Japan, “Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun. We believe that this television series is a perfect platform that allows this. Embracing the edgy and living up to our ‘computer is personal again’ philosophy, we have been trying to create meaningful experiences for our users.” The series premiered on November 10 on Channel [V] in India, SE Asia, Mainland China and Taiwan and on November 11 on Star World in India, SE Asia, Hong Kong and Taiwan.