The Asia TV Forum & Market (ATF) 2024 continues as a top event for the media industry at the Asia-Pacific region. Since its inception, it has evolved from being a regional niche market to a platform that drives the convergence of international, local and regional markets. In 2024, this is more evident than ever, with sustained growth in the presence of genuine buyers and key players who see Asia as an open door to new audiences.

At the opening ceremony, Tan Kiat How, Singapore's Minister of Communications and Information, stressed: ‘Singapore has established itself as a strategic hub for audiovisual and technology production, thanks to its focus on innovative storytelling, talent training and partnerships with giants such as Disney and Netflix. Technology, such as virtual production and generative intelligence, are crucial in media evolution. These tools not only empower narratives, but also ensure that local talent can compete in an ever-changing global marketplace’ (see attached article).

The first official day of the market provided very varied events. From the “ATF x SAAVA IP Accelerator 2024” and “ATF x MANGO 1% Formats Pitch 2024” pitches to panels such as “Discover the charm of daylight entertainment” and showcases dedicated to K-Content and Japanese dramas, it was clear that co-productions and partnerships are the main driver of this market. The “Singapore Hour” highlighted more than 90 local companies, consolidating the country as a bridge between Asia and the world. Meanwhile, the “Audiovisual from Spain” cocktail evidenced Spain's growing relevance as an exporter of HQ content, generating millions of dollars in streaming revenues.

Christian Vesper, Global Drama and Film head at Fremantle, presented the company as a “modern studio” that combines local authenticity and international appeal. ‘We seek projects with strong narratives and diversity, with a particular focus on thrillers and family dramas. It is key to support smaller productions that explore new narrative forms’ (see attached article). Meanwhile, the conference “iQIYI International: Big Reveal 2025” made clear how the Chinese platform is transforming its model to expand globally. With a massive US$5 billion investment in original content, iQIYI is betting on C-dramas and T-dramas as dominant genres, while fostering strategic partnerships in key markets such as Malaysia, Thailand and Taiwan.

ATF buyers are looking for content that combines innovation, diversity and cultural relevance. Cici Zheng (Reesee, China) highlighted that the market is ideal for international children's content and young adult programs. Linda Wibisono (PT Indosiar Visual Mandiri, Indonesia) noted a growing demand for action and science fiction for local audiences. Rabia Asif (Dot Republic, UAE) highlighted the opening toward digital content and formats more suitable for young audiences, while Laksiri Wickramage (TV Derana, Sri Lanka) underscored the need for children's animations. Other attendees, such as representatives from Nippon TV (Japan) and Myzentv (France), pointed to interest in documentaries, lifestyle and music, reflecting the diversity of needs in a market that is rapidly adapting to global trends.

The day concluded with an exclusive event on the rooftop of the Marina Bay Sands to commemorate ATF's 25th anniversary. This anniversary not only celebrates the longevity of the market, but also its ability to evolve and position itself as a key epicenter in the production, promotion and consumption of high-quality audiovisual content. ‘The Asia-Pacific region is not only open to the world, but also is leading a new era of innovative, inclusive and culturally relevant content with a truly global reach’, it was said.

Francisco Ferreyra from Singapore

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