Asian TV Forum & Market 2025 officially opened its market after a first day that provided a clear snapshot of the future of Asian audiovisual media: an ecosystem that will remain fragmented, more technological and with increasingly firm global ambitions. The region is entering a decade marked by the coexistence of linear TV, SVOD, AVOD, FAST and social media, where, according to Omdia, streaming growth will slow down and formats such as micro-dramas and FAST channels will gain prominence as new business drivers.

India and Korea are emerging as poles of regional expansion. Kevin Vaz presented the vision of JioStar (the new giant born from the union between JioCinema and Disney+ Hotstar) as a “country-scale” platform, capable of speaking multiple languages and dominating sports entertainment, especially cricket. Korea, represented by CJ ENM and TVING, is showcasing a fully integrated value chain to accelerate the export of K-content throughout Southeast Asia.

The return of branded content also marked the day. Dentsu and K7 Media highlighted that Asia-Pacific is consolidating its position as the hub of brand-funded content, fertile ground for combining entertainment and performance with new hybrid models. At the same time, content financing is entering its tech stage: FilmHedge and international experts analyzed how analytics, algorithmic credit, impact investing and global banking models are adapting to the Asian context.

China, for its part, is accelerating its internationalization. Jeff Han, VP of Tencent Video, detailed how the platform, which is currently the leader with more than 114 million subscribers, is committed to local production, regional alliances and advanced use of artificial intelligence in scripts, dubbing and cultural adaptations, with offices throughout the region to expand WeTV and build a deeper global presence.

ATF also highlighted trends that will shape 2025-2026: new screens, intensive mobile consumption, alternative financial strategies and a growing creative role for Thailand, which GDH 559 positioned as a future global hub thanks to its combination of cultural identity and universal narrative.

Among the sectors on the rise, micro-dramas and FAST are consolidating their weight, while telcos in the region (AIS, Globe and Telkomsel) agreed that real growth no longer comes from connectivity, but from content, premium experiences and data-driven personalization. The battle for added value will be, they said, the new competitive frontier.

Although RX has not yet released official figures, ATF 2025 is expected to exceed the numbers for 2024: more than 5.000 attendees from 60 countries, 700 vendors, more than 1.000 buyers, and 16 official pavilions.

What are buyers looking for at this edition? Maria Kivinen (Norse Key Studios, Finland) arrived with her sights set on Japanese dramas and projects that facilitate new Nordic-Asian partnerships. Daria Blinova (Trinian Enterprise, UK) is scouring ATF in search of films based on real events and content that can travel well on digital platforms.

From the US, Sagar Khemani (Everbloom Creative) is tracking projects designed for YouTube and high-volume narratives, while Shyam Kadel (Himalaya TV) is looking at short formats, reality shows and television games to revamp the programming schedule of his channel, which is the leader in Nepal.

Francisco Ferreyra, from Singapore

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