Hong Kong – The Cable & Satellite Broadcasting Association of Asia (CASBAA) announced that MTV Networks Asia has joined the Asia TV Advertising Coalition (ATAC) – an alliance of Asian broadcasters dedicated to generating new advertising revenue streams for subscription television across 15 Asian markets. The other ATAC members are Bloomberg Television, CNBC/ Universal Networks International, Discovery Networks Asia, Fox One Stop Media, Sony Pictures Television and Turner International. According to Peter Bullard, whose consultancy P1 is driving the ATAC program to its next stage, the ATAC message in 2010/2011 will focus on a fast-moving market worth hundreds of millions of dollars each year. Meanwhile, the Coalition is working closely with platforms and local ad sales teams in key Asian markets to refine its message to agencies, making it a generic pitch to grow the pay-TV advertising pie.