Manila – CASBAA’s TV Upfronts road show 2012 landed in Manila on November 14 with a programme of ad sales presentations for agencies, clients and media. Produced in association with Campaign Asia-Pacific and in-market partner SkyCable, “The Philippines Screenings” followed similarly successful engagements in Hong Kong, Singapore, Bangkok and Kuala Lumpur.

A showcase for pay-TV networks to screen their upcoming programming, the event included presentations from BBC Worldwide, Discovery Networks Asia Pacific, History, NBCUniversal, Sony Pictures Entertainment and Turner Broadcasting.

In the audience were agencies MediaCom, Mindshare, OMD, PHD, STARCOM, Maxus, MEC and ZenithOptimedia, along with audience data providers AGB Nielsen and Kantar Media. The range of clients ran from senior buyers from Samsonite to P&G Philippines.

“The upscale consumer is one of the most difficult to reach and engage. Cable TV allows for the regularity of reaching this young, affluent, urban audience. Brands that are premium in nature, or that seek to create aspirational imagery, need to reach out to this segment of the market. Companies that do business with upscale consumers should recognize the power of the platform,” said Eugenio Lopez III, the Chairman of SkyCable.