HBM To Act As Agent For ChannelNewsAsia

I'm pleased to advise we are now an agent for ChannelNewsAsia, the MediaCorp-owned regional free-to-air television channel.

Now, as you know our focus is very much on non-television screens, because of their versatility, interactivity options and increasing reach when your target audience is not near a TV. But apart from creating content, we also add value to your organisation by distributing it, and this is where the ChannelNewsAsia deal becomes very interesting.

For many companies wanting to explore new media, combining an online, mobile and out-of-home editorial campaign with the relative familiarity of traditional media provides a "safe" way to gain much-needed experience, while retaining a certain amount of surety that you will be able to report a successful campaign to senior management, the board, or the Chairman.

For example, we ran a campaign in December 2007/January 2008 for OngFirst dealing with futures. This campaign was not just played out on their website, but also went to air on talk radio (938LIVE), providing multiple touchpoints through both familiar and new channels.

Now that we are an agent of CNA, we can help bring the Branded Content we produce for you to the television screen as well, if you wish to avail yourself of that option. We have secured good rates from the network (yep, not free airtime, I'm afraid, but remarkably cost effective) which will allow us to add regional television distribution to the many distribution channels we already offer.

Below are some details about ChannelNewsAsia (provided by the network), but I wanted to finish my entry today by saying that CNA is very flexible in terms of bringing Branded Content onto its screens, ranging from advertisements to dedicating whole shows (editorial coverage) to you, your brand, your products and your services.

Please call me for further discussion, more information on specific viewership numbers in your market, or other details.

As always, I am happy to take your questions, comments or feedback by emailing me or calling me on +65 6223 2249 or +65 9017 3534.

Best regards

Mark Laudi
Managing Director
Hong Bao Media (Holdings) Pte Ltd

Launched: March 1999 (Singapore), Oct 2000 (International)
Positioning: A News and Current Affairs TV channel that provides news and information on global developments with Asian perspectives.

Programmes
Weekday: News, Business, Current Affairs
Weekend: News, Leisure & Lifestyle

Target Audience:
Singapore Feed: PMEBs (Professionals, Managers, Executives & Businessmen)
International Feed: Affluent Adults & Business Decision Makers
• Pan-Asian programming in content & style
• More airtime to Asian issues and views

Available in 19 million homes & hotel rooms in 22 territories across Asia.

Australia ◘ Bangladesh ◘ Bhutan ◘ Brunei ◘ Cambodia ◘ China ◘ Hong Kong ◘ India ◘ Indonesia ◘ Malaysia ◘ Maldives ◘ Macau ◘ Nepal ◘ Pakistan ◘ Papua New Guinea ◘ Philippines ◘ Singapore ◘ Sri Lanka ◘ Taiwan ◘ Thailand ◘ UAE ◘ Vietnam

Monthly unique viewership: about 1 mln people.

According to their viewership figures, they are a little ahead of CNBC and a long way ahead of Bloomberg.

Gender: 57% female
Age: Almost 9 in 10 viewers are aged 25-34 years.
Income: More than 7 in 10 viewers earn US$4,000 a month or more

Investor Central: successfully targeting retail investors at ATIC

Investor Central was very well received at the Asia Trader & Investor Convention (ATIC) in Singapore last weekend. We saw many hundreds of people sign up for our free newsletter, free trials to our brand new website, and complete survey forms.

We had an extra large booth again - thanks to the organisers NextVIEW - and I was once again emcee for the opening ceremony, hosted a panel discussion on the market outlook, and I had a speaking slot on each day.

ATIC also gave us the opportunity to use two technologies which I may have spoken to you about in the past, namely backlit projection onto branch and shopfront windows, and bluetooth.

Watch the video for a quick walk-through:



The statistics of bluetooth were very interesting. Remember, ATIC tends to attract investors aged 40 and above, so I'm very pleased there were so many of them who used bluetooth. Younger investors are more predisposed to having bluetooth-enabled phones.

Over the two days, our bluetooth transmitters detected 577 devices. Detected means, they came within range and were offered to download a graphic. This graphic invited people to our booth and receive a discount.

Of the 577 who were pinged, 66 accepted. So more than 10% said yes, they would like to receive the download. This compares extremely favourably to direct marketing.

In addition to these statistics, we were also able to see that 111 bluetooth devices were detected both days (people came to ATIC twice), each of them passing by our booth an average of four times (they were pinged only on the first time).

I hope you find these statistics useful. Please feel free to ask if you wish to know more details. As always, I am happy to take your questions, comments or feedback by emailing me or calling me on +65 6223 2249 or +65 9017 3534.

Best regards

Mark Laudi
Managing Director
Hong Bao Media (Holdings) Pte Ltd
Hong Bao Media (Malaysia) Sdn Bhd