HONG KONG: WPP Group companies have made inroads into tackling the
dearth of quality programming in the region through two separate deals
concluded by GME, the holding company for WPP's media interests, and a
unit of Ogilvy & Mather Hong Kong.
Both deals have been concluded as advertisers look beyond television
commercials to exploit TV programming as a communication channel. The
first deal is an alliance between GME (see headlines) and the
celebrity-backed StarEastWorks (SEW) to establish MindWorks, which will
offer TV production and syndication across Asia-Pacific.
MindWorks rolled out first in China, where programming quality is an
issue and stringent restrictions prohibit the broadcasting of foreign
programmes at peaktime.
Kelly Clark, chief executive of WPP agency MindShare Asia-Pacific, said
SEW's Asian celebrity support and content production capabilities made
it a perfect partner.
SEW is a joint-venture between Star East Holdings and SPH MediaWorks,
with ambitions to become a pan-Asian Chinese content production house,
offering TV programmes, including dramas and documentaries.
On a more modest scale, Promotional Campaigns, a unit of O&M Hong Kong,
has acquired local production and syndication company Sugar
Entertainment, again with its eye on China.
O&M group managing director for Hong Kong and Southern China, Joseph
Wang, said the acquisition would allow O&M to meet growing demand from
clients in China who are looking beyond traditional advertising to TV
programming to get their brand message across.
Chris Walton,MindShare China CEO, said the dearth in good quality
programming globally is accentuated in Asia: "The alliance will help us
to develop new and innovative opportunities to exploit programming as a
communication channel for putting our clients' brands in contact with
their consumers." Walton said China was a priority, but strong demand
for locally-produced shows in Asia would open up export opportunities
for MindWorks. In Thailand, six of the 10 top shows are Chinese dramas.
