Why has it been chosen as a case study?
The Amazing Race Asia is Asia’s most ambitious TV production and has enjoyed tremendous success with more than 34 million viewers tuning in across Asia for the three seasons thus far. This multi-million dollar project was honored the “Best Adaptation of an Existing Format” at the Asian Television Awards in 2008 and 2009. The Amazing Race Asia also received an International Emmy nomination in the “Non-Scripted Entertainment” category in 2009.
In what ways was it adapted for different markets and why?
The Amazing Race has been very successful in its winning formula thus far and our Asian adaption has not deviated from that.
Hailing from different walks of life across diverse Asian cultures in AXN’s The Amazing Race Asia, contestants add an Asian flavour to the already exciting reality series. This unique concoction appeals to our pan-regional audience, with the varying reactions and drama a result of the different upbringing and backgrounds our racers come from.
The differences in nationalities of TARA contestants have also made the competition more intense, as they run the race not only trying to win it for themselves, but also for the country they represent on the show. The same sense of national pride also encourages viewers to follow TARA and support the home contestants more closely.
Ratings
From seasons one to three, TARA has attracted more than 34 million fans across Asia. TARA is also the highest rated program of its timeslot among all international channels in Singapore, Malaysia, the Philippines and Hong Kong. Source: AGB NMR Malaysia, Philippines, TNS Singapore, CSM Hong Kong
Web Traffic and Contests
Across the three seasons, the number of unique visitors on our website increased from 400,000 to 600,000 and the number of page views increased from 8 million to 13 million. Close to 60K entries were also received for TARA 3’s online games and contests.
Press Coverage
Each season of TARA has consistently churned out more than USD6 million worth of coverage across top-tier dailies, weeklies and monthlies in the region.
Do you help produce the format or just license it to broadcasters?
AXN Asia and ActiveTV are coproduction partners for TARA.
What about advertiser support or show sponsorship?
The three seasons of TARA had the following sponsors:
AirAsia, Aviva, Bintan Lagoon Resort and Bintan Resorts, Caltex, Malaysia Tourism and Promotion Board, MASkargo, MSN, Nokia, Singha, Sony Electronics Asia Pacific, Standard Chartered Bank.
Quote from broadcaster or advertiser?
Quote from Sponsor: The Amazing Race Asia is Caltex’s first foray into the realm of branded entertainment and it has proven to be an integral part of Caltex’s media strategy. We have sponsored the first three seasons of The Amazing Race Asia which has provided us with a consistent and dynamic platform over the past few years to reach out and engage with viewers and motorists in key markets across Asia.
The Caltex brand is about being respectfully helpful and in providing the little things so that our customers can get on with the bigger things in life. The integration of the Caltex Brand into the show via key challenges has allowed us to demonstrate this in a fresh and impactful manner. Through the show’s popularity across Asia, we have also been able to successfully leverage on the show through localized promotions, events and even through other different types of media. As a result, we have been able to achieve a significant level of brand recall and awareness of Caltex’s services and products through this sponsorship.
Brian Fisher, Caltex Brand Manager, Asia Pacific, Chevron International
Further plans/hopes for this format in Asia Pacific?
Returning with a big bang this year is TARA Season four, AXN’s biggest Original Production success. Last season was billed as the toughest race ever, where endurance was the name of the game. Expect no less from the new and sleek Season 4, which will up the intellect ante with the most sophisticated demands on top of the already tough challenges the race will impose on contestants. Call for entries end 22 March 2010.
