Multichannel TV trade group commissions global study

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NEW YORK -- The Multichannel Advertising Bureau International (MAB), in an effort to more effectively build multinational advertising spending, will increasingly focus its efforts on working with U.S.-based agencies and advertisers that control and influence more than 70% of all international media budgets.

MAB International's board recently approved the new strategic direction to maximize the trade group's impact on the growth of multichannel TV advertising globally, pan-regionally and nationally.

The New York-based group also announced the creation of an annual survey that will track multichannel TV revenue growth in Asia, Latin America and Europe. Conducted by Price Waterhouse, the first survey will cover 1995 through the first quarter of 1998.

Other new MAB International initiatives include: developing and enhancing multichannel research in collaboration with agencies, advertisers and media; maintaining databases of timely planning information about multichannel TV that can be accessed by members, agencies and advertisers; and providing advertising decision makers with updates on key developments in multichannel TV through conferences and seminars.

MAB is the international branch of the U.S. Cabletelevision Advertising Bureau. MAB's members include A&E Television, BBC Worldwide, CBS Telenoticias, Cisneros Television, Cox Cable, Discovery International, ESPN, Fox Latin America, GLOBOSAT, HBO Ole, Hallmark Entertainment, MTV Networks, CNBC, STAR TV, TCI, Turner Broadcasting, United Family Communications, Universal/USA and The Weather Channel.

Copyright August 1998, Crain Communications Inc.

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