Asia: opportunities in the media and entertainment market

Despite the difficulties thrown up by Asia's diversity, the media and entertainment is not a market that can be ignored.

Indeed, with a rising middle class across Asia becoming an ever larger consumer of media and entertainment content, companies are scrambling to tap this potential goldmine. This fast-growing market poses a challenge to global companies looking for a foothold in the Asian region.

The challenge for global media and entertainment companies is, first, to understand the diversity of the Asian markets, and second, to find a way to cater to this diversity in an efficient manner that makes business sense. Western companies cannot expect to simply distribute their existing content to Asia without adjusting it to local markets. Whether it' s dubbing shows into local languages, creating Asia-specific content or gaining an understanding of the local media environment, understanding how Asia's unique markets operate can be complex and time consuming. Further roadblocks to success include language barriers, talent sourcing, underdeveloped infrastructure and cost.

While one solution may be to set up operations in each Asian market, this can be prohibitively expensive, not to mention operationally inefficient. A single centre for content development and business operations, on the other hand, can enhance productivity, creativity and quality - but finding the right location for such a centre can be tricky.(AgentschapNL)

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