Switched on in Singapore

The world of television may be glamorous but it is also big business. The inaugural Asia Television Forum (ATF) needed to capture the attention of major media buyers from around the region and from around the world, which meant organisers Reed Exhibition Companies (REC) Singapore needed to produce a unique show. "ATF's aim was to offer a platform for a real discussion of local industry issues that are affecting us all and that were 100% relevant to the Asian broadcasting community," Television Asia publishing director Mr Jonathan Hallett says. "We wanted to create a premier television programming event in the region to serve as a marketplace for Asian programmers to meet one another and for international producers to sell into Asia," REC's project director Ms Michelle Lim adds. The Singapore Broadcasting Authority (SBA) also leant its support to the event. "SBA views the ATF2000 as an ideal event for the regional development of the TV and broadcasting industry," SBA CEO and director for industry development Mr Koh Tin Fook says. "Here is a multi-platform event, incorporating a television market, a conference and a TV awards show, with potential for future growth." ATF, Reed, Television Asia and SBA all wanted to achieve an atmosphere that mixed both business and pleasure opportunities alike. Part of REC's brief for this first-time event was to ensure a venue was selected where this was easy to do. This concept demanded a resort-like environment that was away from the city, yet had the facilities for business and discussion. Sentosa Island's Shangri-La Rasa Resort was selected for its proximity to downtown Singapore and the fact it is a beachfront hotel with a relaxed ambience. Yet the organiser also had to take into account the television business is heavily relationship-based and would therefore require buyer-meet-seller sessions. To allow for this, exhibitors used the hotel suites as "booths", doubling up as screening rooms, to allow for a more relaxed buying environment. REC Singapore president Mr Jimmy Lau said after the event how it struck him how a hotel-based exhibition can be made simple, painless and, most importantly, user-friendly to your customers. "It gives your exhibitors privacy to do their business away from the crowd, especially from the casual onlookers and competitors," he says. "It also works best for events that cater to pre-appointment scheduling. Many amenities one would find in a good, well-planned booth, are found in most hotel rooms including comfortable chairs, coffee table, fridge, TV monitor and best of all a clean bathroom of your own." The hotel-concept exhibition was also well received by the 800 visitors and 200 exhibitors. By the end of the event 50% of the 90 sellers had made onsite bookings for ATF2001, which will be held between December 5 and 7. "We had many opportunities to meet up with quality buyers, especially Asian buyers who seldom travel to the international market," exhibitor Chumcity International client services manager Ms Lisa Wookey says. "The hotel-based concept is refreshing as it is conducive and relaxed, ideal for business meetings. And the online appointment scheduling and the buyer-meet-seller sessions were great." Buyers, including those from NHK from Japan, AXN from Singapore and Turner Entertainment from Hong Kong, also spoke positively about the use of a hotel. "The hotel format is relaxed and allows more focused time with sellers without the noise and distractions of an exhibition hall," Seven Network Asia chief operating officer Hong Kong Mr Doug Fraser agrees. However, some exhibitors raised some doubts about the exhibition-in-a-hotel concept. "While it allows a real one-on-one with buyers, it's difficult to attract people into the rooms if they haven't made already made an appointment, as they don't walk past the 'booth'," Start Info-Creation Corporation marketing executive Mr Hee Dih Fuh admits. Nevertheless, Ms Lims adds it is a concept Reed and ATF will be continuing next year. "The feedback we've had from both buyers and sellers has indicated they like the concept of being in a cosy and more private environment, which proves to be ideal for business discussions," she says. "They have reiterated they would like us to continue with this concept for the 2001 forum, albeit with more buyers and sellers, which we will definitely look into to boost the event." In addition to the exhibition, the event featured a conference, yet this was organised to run before the exhibition opened in the afternoon, to allow "guilt-free attendance" at both sessions. "The conference was designed mainly for the sellers and buyers to exchange ideas as well as to interact," Ms Lim says. "The non-conflicting timing was an input from the industry so they can attend the conference as well as the meetings." The conference programme and its timing were well received by exhibitors, as were the discussions featuring over 60 speakers from around the world. The morning sessions on each of the three days included discussions covering all television-related topics, ranging from co-production trends and branding to new technologies and interactive TV. Another event highlight was the opportunity to put questions to a panel of CEOs, including Mr Lee Cheok Yew from MediaWorks and Mr Shaun Seow from MediaCorp News/Channel News Asia. Turnout for all the ten conference sessions over the three days averaged at 150 attendees per session. The glamour aspect of television crept in at the end of the event. The Fifth Asian Television Awards was held on the last evening, giving recognition to the best in Asian programming and industry individuals.