CASBAA President Frank Brown, who is also president of MTV Networks Asia, says a decision to mount a campaign was made at the annual CASBAA conference in Hong Kong late last year. "It was agreed we (the members) should advertise together on our own media," Mr. Brown says. Featuring 10 of CASBAA's members: AXN, Astro, CNBC, CNN, Discovery, ESPN, HBO, MTV, Star and PanAmSat, the 30-second TV commercial brings rival TV networks together to promote the power of cable and satellite TV.
Opening with a montage of Asian panoramas and people, the ad kicks into action with assorted footage from the various contributing programmers. From Bruce Lee to Mr. Bean, and Mariah Carey to manga cartoons, the images run with the wording: "Up close, underground, Asia and the world from every angle.''
The channels' logos are all used, edited together in quick succession, and the ad closes with the voice-over: "Cable and satellite TV - A world of choice at your fingertips."
Copyright May 2000, Crain Communications Inc.