Right, MIPCOM hasn’t yet started, the AFM is only a distant thought and yet companies are busily preparing for the Asia Television Forum (ATF) or, at least pondering whether to attend or to skip it, knowing the increasing importance of the South-Asia TV market, but also facing budgetary restraints.

The 11th annual ATF kicks off December 8-10 at the now traditional Suntec Convention Center in Singapore. The venue is located in the heart of Singapore’s Central Business District, and only 20 minutes from the airport, making it, once again, a convenient choice of location. Last year, the event saw an eight percent increase in attendance from the previous year, with 740 companies from 53 companies and 312 buyers from 41 countries. This year, Asia’s premier conference for content for TV, mobile and a variety of other platforms is hoping for even bigger crowds.

As usual, ATF 2010 will have a host of seminars on offer, in addition to networking events and business lounges. Though the complete conference program is not yet available, market organizers Reed Exhibitions have announced a partnership with The Asia Pacific Media Alliance for Social Awareness to put on this year’s Media Leader’s Forum, which will tackled the topic of climate change and its portrayal in the media. Additionally, it has been revealed that gatherings will include an Opening Party and a variety of networking lunches, as well as an ATF Buyer’s Club and Participant’s Club to facilitate buying and selling opportunities.

As usual, VideoAge will have a prominent presence at ATF with special reports about the market starting at MIPCOM and continuing through the months of October and November, both online and in print, with a special AFM Issue distributed at the market.

This year, VideoAge’s focus at ATF will be on Japan, a major territory that is going through a transformation and a restructuring. Even though traditionally the Japanese TV industry has not had a strong TV presence at ATF, this year it is expected an increased and more participation from the region.