C21 Media December issue features Sonia Fleck, CEO of Bomanbridge Media.
A Taste of Asia
Like most in the industry, I attend many television markets. As a distributor, we take our clients out on the town, and with the utmost care, choose restaurants that will give us paradise on a plate.
Over the years, I have found our Asian clients don’t always love western tastes. Fair enough. Personally, it took me time to understand the grace of kimchi, the tart bite of bitter gourd and other unique Asian delicacies. Today, I’ll fight for a bowl of good tom yum any time.
But this is not a food article. This is about Asian television viewership tastes, or rather their expectation of the experiences.
Asia has one of the largest millennial populations in the world. They have come of age in perpetually quantified state -their genetic data is on apps from Helix, they move with Fitbit and their whereabouts are on Instagram. Millennials are interacting all day but almost entirely through a screen.
This generation grew up watching reality shows, which are generally entertaining programmes about narcissists. Now they are themselves prepared to make their own reality TV.
Asian viewers lived though a rapid economic transformation. Talent, like water, is flowing through all the cracks and breaking down stereotypes. Viewers are themselves so comfortable in front of their own stories. The channels here really want to do more of that, too.
This is not great news for the endless ready-made content available from the West. US drama will always have a place, but it has lost ground in recent years. US superhero series are great, but Asian drama has proven it doesn’t have to be all action and violence. We now see fantastic Asian local prime-time shows about families, growing up, romance, friendship – I call it ‘the good stuff in life’. For example, a K-drama doesn’t take the idea of love and max it out all at once, with main characters becoming intimate by episode two. It gradually blossoms over the course of the show, proving that the little things are what matter. It’s the underlying emotional tension of Pride & Prejudice all over again with eastern nuance. And it works. In Asia these series last up to 20 episodes, so the infatuated viewer gets a lot more bang for their-throbbing buck!
In lifestyle content, DIY and remake shows generally don’t do well in Asia. Series can only get a real fan base if the presenter is light, fun and not too hands-on with the saws and hammers. The general attitude in Asia is to leave it to the professionals.
Travelogues do well, but Asians travel now more than ever and have a seasoned eye when it comes to the joys of globetrotting. They don’t want presenters who are bystanders, they want to see them live it, show emotion and maybe make mistakes in their quest to be real.
In the short, the Asian authenticity gauge has jumped to new levels of expectation. To respond to this, our company is focusing on formats that allow viewers to tell their own stories, to watch it as a transformative experience and celebrate the good stuff in life.
Our show The Fashion hero, created by Beauty World Search, allow people in Asia to present themselves as the brand they have created online with their friends and followers. We all do this with our social media, whether we realize it or not. This competition reality series, driven by significant online involvement, asks participants to celebrate themselves as they want to. Ow liberating. This show allows us to break down fashion industry norms of beauty and still be micro-celebrity.
Reality gaming competition Gamerz, created by Gamingzone, is another format poised for localization in Asia. Viewers are offered immediate online participation and the chance to get into the actual show at anytime during broadcast. With the launch of gaming channels in the region, it’s clear a loyal gamer following exists, and even better, the show offers a way to make gaming a job, with serious salaries if you’re a winner.
Asia is the undeniably becoming more self-indulgent in regard to its own content. Tastes are expanding and creating clearer local stories that simply make better cultural sense – the ‘unami’, or the fifth taste after salt, sweet, sour and bitter. And new tastes mean exciting new experiences.
C21 Media A Taste Of Asia