Content, content, content

January 30, 2018

Less than a minute

HBO Asia believes that while consumption habits continue to change, content is still key to driving audiences to channels

While technology has changed how media companies reach out to their audiences, it is still content that drives audiences to channels.

Speaking to APB, Jessica Kam, senior vice-president for HBO Asia Original Production, explained: “Audiences will come to the channel if there is good content. More importantly, audiences today are aware of the programmes they want to watch, but the question is where can they watch it?

“We’re in an age of viewers finding the service instead of accommodating to them, and our job is to create even more compelling content so that they will be drawn to us.”

Creating more content also enables HBO Asia to create more genre preferences, and in particular, target younger audiences, Kam elaborated. “In the new world of the Internet, the audiences tend to be younger than our typical HBO audiences. Therefore, we have to expand our genres to captivate them.”

In terms of original content, 2017 was a fruitful year for HBO Asia, with the premiere of four Asian Originals, including the second season of Halfworlds, a dark action fantasy drama series set in Bangkok. Overall, HBO Asia now has 10 Asian Originals since it began producing original content in 2012.

For more insights into HBO Asia’s content creation strategy, please be sure to grab your copy of the APB Jan-Feb 2018 issue.