Special Report: Pan-Asian Media

Rapid economic growth and the chance to reach two-thirds of the world's population - and an increasingly wealthy two-thirds at that - have attracted western brands to Asia for the past two to three decades. Growing local brands have joined them.

But ambitious advertisers targeting the region as whole, despite its cultural, linguistic and economic differences, need pan-Asian media.

For advertisers wanting to use pan-Asian media, television options are available: Star and Discovery have the reach and the numbers. CNN and CNBC are smaller but have more discriminating audiences.

High-end, business-oriented print titles have had a mixed time of it. Five successful titles are covered on this page, but the transformation last month of the 58-year-old Far Eastern Economic Review from a weekly into a monthly title is a signal that media brands have to be on their mark or risk obsolescence.

At the same time, the rapid rise of internet penetration and a burgeoning outdoor industry offer fresh alternatives.

Healthy media go hand in hand with healthy creative. And the highly reactive nature of Asian advertising budgets, which can be slashed overnight when Sars or bird flu strike, create obstacles, even of the short-term variety.

Producing advertising that works across the region is fraught with obstacles too, as four leading industry figures in the region explain in this report.

Still, like the region itself, the pan-Asian media scene brims with promise.

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