World Media 2006: Asia

The Asian Tigers have been replaced by the up-and-coming economies of Vietnam, Indonesia and the Philippines. But China, the world's latest economic miracle, is the leader of the pack.

A decade ago, when international perspectives on the Asia-Pacific region were dominated by envious analysis of the performance of the Asian Tigers (Singapore, Taiwan, South Korea and Hong Kong), few commentators could have predicted that the most spectacular performer of the new millennium would be China.

China is already the world's largest exporter - witness recent disputes with the US and the European Union on trade issues - and will soon, if you believe the predictions, become the second-largest advertising market in the world.

Its emergence has displaced Japan from its pedestal as the Asian economic miracle - and few people these days talk of the Asian Tigers.

All but Taiwan were badly damaged by the Asian economic meltdown of 1997, which had the domino effect of collapsing currencies around the Pacific Rim. And Hong Kong has been reabsorbed into Greater China, losing some of its distinctive economic feistiness along the way.

These days, the up-and-coming economies to watch - particularly in media and advertising market terms - are an unlikely bunch. Vietnam is run by a Communist party suspicious of the free market but downright confused by all the apparent liberalisation taking place across its northern border in China.

Indonesia held its first free elections in almost 40 years in 2004, and the country teeters on the brink of civil war and internecine religious conflict. And the Philippines has a vigorous domestic economy, but the country is saddled with enormous domestic debt and depends on expatriates working abroad and sending money home.

In media terms, there is everything from strict Communist party control of TV and newspapers (Vietnam) to the unadulterated free market anarchy you find in Taiwan. In fact, the only unifying factor is the pervasive presence of Star TV, the satellite platform owned by Rupert Murdoch's News Corporation.

This is arguably the biggest media project the world has ever seen. Star TV's coverage extends from Egypt and the Middle East in the west to Japan and the Kamchatka Peninsula in the east; and from Siberia in the north to New Zealand in the south. The network broadcasts more than 50 services in eight languages, can be received by around 300 million homes in 53 countries and pulls in aggregate audiences of around 100 million viewers a day.

TOP 20 FASTEST-GROWING AD MARKETS USdollars million at current prices. Rank Country Year-on-year Total spend Total spend % change (est) 2005 (est) 2004 1 Brazil 41.4 6,579 4,653 2 Saudi Arabia/pan-Arab 29.3 3,183 2,462 3 UAE 27.2 814 640 4 Russia 26.8 4,890 3,855 5 Egypt 26.1 647 514 6 Bulgaria 23.1 374 304 7 India 21.9 3,705 3,039 8 Indonesia 18.0 3,095 2,622 9 Turkey 18.0 1,621 1,374 10 Romania 16.4 239 205 11 Estonia 16.0 91 79 12 China 15.0 9,716 8,449 13 Argentina 14.7 1,148 1,001 14 Lithuania 14.1 137 120 15 Hungary 13.2 2,472 2,184 16 Vietnam 13.0 297 263 17 Latvia 12.4 107 96 18 Philippines 11.4 646 580 19 South Africa 11.2 2,643 2,376 20 Hong Kong 11.2 2,499 2,247 ADVERTISING EXPENDITURE USdollars million at current prices. *Estimated Total TV Newspapers Magazines Radio 1994 52,704 21,171 17,337 4,335 2,927 1995 57,008 23,194 18,753 4,701 3,152 1996 60,771 25,670 19,267 5,107 3,278 1997 65,074 27,301 21,168 5,613 3,350 1998 62,608 26,976 19,860 5,411 3,214 1999 64,519 27,703 20,873 5,530 3,216 2000 71,303 30,618 23,296 6,003 3,452 2001 69,819 30,013 22,539 5,778 3,444 2002 69,988 30,658 22,025 5,762 3,461 2003 73,961 32,358 23,242 5,951 3,564 2004 78,801 34,486 23,977 6,010 3,777 2005 82,760 35,781 24,836 6,294 3,915 2006* 87,698 37,911 26,079 6,482 4,078 2007* 94,467 41,116 27,554 6,960 4,293 2008* 102,148 44,749 29,449 7,346 4,544 Total Outdoor Online Cinema 1994 52,704 6,889 0 45 1995 57,008 7,160 0 49 1996 60,771 7,382 15 52 1997 65,074 7,517 55 70 1998 62,608 6,964 105 78 1999 64,519 6,796 323 79 2000 71,303 7,064 777 94 2001 69,819 7,071 883 90 2002 69,988 6,876 1,116 91 2003 73,961 7,175 1,569 105 2004 78,801 8,017 2,408 127 2005 82,760 8,350 3,434 150 2006* 87,698 8,775 4,207 166 2007* 94,467 9,379 4,985 181 2008* 102,148 10,128 5,733 200 Year-on-year % change (estimated) India 21.9 Indonesia 18.0 China 15.0 Vietnam 13.0 Philippines 11.4 Hong Kong 11.2 Thailand 4.6 Malaysia 3.6 Taiwan 3.6 Japan 1.5 Singapore -1.8 South Korea -3.2

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