with some analysts predicting a meltdown akin to the end of life as we know it, trade show attendees in the latter part of 2008 were of mixed opinion as to how the crisis will manifest itself in the TV industry. Comments ranged from the loaded question “It’s very quiet don’t you think?” at a MIPCOM that was officially two percent up on the previous year; to, “The show’s really buzzing, there seems to be so much optimism in the region,” at the Asia TV Forum (ATF), held December 10-12, 2008 at Singapore’s Suntec City. Several arrivals from the UK said ATF was a welcome escape from the doom and gloom, both weather- and media-borne, back home. The majority of exhibitors spoken to were more than happy with their buyer turnout, claiming full meeting schedules and enjoying the ‘flag-waving’ opportunities afforded by the new open-plan booth format. Organizers Reed Exhibitions say a total of US$73.7 million worth of programming sales were concluded at this year’s market, surpassing 2007’s US$62.7 million. Around 700 participating companies from 50 countries meant an overall increase of 15 percent from the previous year’s event. And just as 2008 ended on a high note with the Asian Television Awards, so must this missive. The Gala Dinner’s opening montage, compiled from the shortlisted entries, completely took my breath away (and left me speechless, which is no mean feat.) Asian content has come a long way in the 13 years of the Awards’ existence, which is not only reflected in the wonderfully high standard of the ATA entries, but also in the pages of this magazine. Originally a conduit for Western content and channels to reach Asian broadcasters, we are increasingly witnessing a reversal of that export flow as high-quality Asian content heads westward. So given the choice between dwelling on potential doom and gloom, or celebrating Asia’s buzzy optimism, I’ll take the latter anyday.