ach of the
individual markets
here are very
different – in terms
of regulatory
environments,
dynamics of media
ownership, consumer tastes ‐ and
each market is very local. So the
first thing is to understand that one
single approach does not work, you
need multiple and tailored
approaches. Understanding the
dynamics of the local market and
working out what exactly is the
value proposition that you are
going to bring is the key. One of the
approaches that players from
abroad typically use is to identify
partners with whom to work ‐ this
enables them to tap into local
knowledge, expertise and
relationships.
Do local players have an appetite
to work with international brands?
Local players have always been
very strong – if you look at Hong
Kong, the domestic broadcaster
TVB continues to have 85% of the
market, itʹs been around for many
years. Media markets tend to be
local first, and then you have
international players coming in,
either with franchises or with the
power of their global brand. The
key issue is how do you localise
and how do you make your content
relevant for the tastes of the local
consumer. People are prepared to
be informed in a second language
(primarily English), but they will
always want to be entertained in
their own language. So from a
channel viewpoint itʹs more of a
global brand with localised content.
Could what is happening in Vietnam
set a trend across other markets?
Vietnam have made Vietnamisation
of foreign language content a point
of regulation. But itʹs the market
that ultimately determines the type
of content. Certainly there are a
number of aspects of the regulatory
environment in Vietnam which are
causing international players
serious concern in terms of their
ability to access the market. But
Born in London, Marcel Fenez has lived in Hong Kong
for the past 25 years. As Head of PwC's Global
Entertainment and Media Practice and Chairman of
CASBAA, he has in-depth knowledge of the pay-TV and
other digital media sectors in the region. Asia Pacific,
he points out, is not a market, it's multiple markets. So
what are the challenges for entrants?
E
MARKETS
MULTIPLE
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