The 2011 Asia Television Forum (ATF) is set to take place in its traditional Christmas period, December 7-9, 2011 in Singapore. This year, the market will relocate from its tradition venue at the Suntec Convention Center to the Sands Expo and Convention Center at the Marina Bay Sands. The Marina Bay Sands is about 10 minutes away from the Suntec Center, and will host the ATF for the first time ever. This marks the third venue change in the market’s 12-year history. VideoAge talked to Yeow Hui Leng, project director for organizer Reed Midem for an early glimpse of what attendees can expect at this year’s ATF.

VideoAgeInternational: What is new at this year’s market?
Yeow Hui Leng
: This year, ATF 2011 will be moving into a brand new venue — Marina Bay Sands, Singapore.  Marina Bay Sands is a premier entertainment destination with diverse attractions and exhibition facilities, and will offer exciting possibilities in terms of business as well as entertainment after market hours.

We are expecting a bigger turnout of buyers at the new venue, and more Asian content at the market, with China sending its biggest-ever contingent. We are working on the conference line-up; information on that will be released nearer to date.
VAI:
How many participants are you expecting?
YHL
: I would project an increase of 15-20 percent overall participation. A total of 2,862 attendees were present at ATF 2010.
VAI:
A number of markets and trade conferences have popped up in Asia in recent years. What does this mean for ATF? Are you doing anything to remain competitive with the other markets?
YHL
: ATF has successfully positioned itself as the leading international content market in Asia. It has a strong representation of sellers and buyers across a number of geographical regions, and attendance numbers and content representation have grown stronger every year.

We have invested a lot of resources into the market over the past 12 years, and introduced strategic changes at different stages to evolve with the changing landscape in Asia.  As long as ATF continues to present compelling business value, and meet the unique needs of this complicated industry, it will continue to grow as an important market in Asia.
VAI:
What regions are best represented at ATF?
YHL
:The content representation from the U.S., Europe and Asia has been quite balanced. Buyers-wise, participation across the Asian markets has been healthy, though we do see more from Southeast Asia where Singapore is located.
VAI:
Do any sellers from India attend?
YHL
:Last year we had nine sellers from India including Accel Animation Studios, Eros International and Toonz Animation India. We expect more this year.