Buyers and commissioners in the content industry face rapidly shifting dynamics, a topic explored in a conference session at ATF 2024 featuring executives from CANAL+ Myanmar, Rive Gauche, Mediacorp, and Astro Shaw. The discussion centered on evolving strategies for content acquisition, production, and monetization in an increasingly complex ecosystem shaped by technological advances and changing audience behaviors.
Cyril Le Jeune, CEO of CANAL+ Myanmar, highlighted the challenges of adapting to a fragmented market, noting that ‘aggregation of content, more than necessary, and keeping good shape in terms of organization are critical amid the chaos’. He emphasized the growing importance of securing sponsors to offset declining traditional revenue streams, such as ScoopShare sales, and adapting to new forms of digital visibility, including AI and podcasts.
Justina Wojtowicz, EVP at Rive Gauche, addressed the financial constraints that have reshaped content production. ‘Ten to fifteen years ago, producers could secure budgets through commissions with major channels. That doesn’t exist anymore’, she explained. Wojtowicz described how integrating brands into documentaries or series can bridge budget gaps, allowing brands to gain ad space while content creators secure necessary funding. She noted that ‘brands are increasingly integrated organically, using data-driven insights to connect emotionally with audiences’.
Angeline Poh, Chief Customer & Corporate Development Officer at Mediacorp, underscored the dual mission of engaging Singaporean audiences while achieving commercial success. Mediacorp’s pivot to performance marketing has been a game-changer. ‘In 2020, we pioneered performance deals where advertisers only pay based on results’, said. This approach has driven customer retention and now accounts for 40% of Mediacorp’s total commercial revenue. She also pointed to the success of micro-dramas on platforms like TikTok, where storytelling integrates brand messaging seamlessly.
Kyle Ezra Goonting, SAVP of Astro Shaw, shared insights into integrating brands without compromising creative integrity. He highlighted a recent collaboration involving an iconic IP and a beverage company: ‘We didn’t just feature the product in scenes; we worked with the manufacturer to co-develop a branded product tied to the film’s characters. This created mutual benefits, allowing the brand to innovate while maintaining the story’s authenticity’.
