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Asian Media Landscape Series - Hong Kong, Taiwan, Singapore and Malaysia

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PR Newswire has issued the first Asian Media Landscape Series white paper, a document providing useful information on Asia's local media landscape for PR and corporate communications professionals across the region. Register for the free report here: http://prna.co/1j1pCST

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Asian Media Landscape Series - Hong Kong, Taiwan, Singapore and Malaysia

  1. 1. Hong Kong, Taiwan, Singapore and Malaysia Asian Media Landscape Series We Tell Your Story to the World
  2. 2. 2Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Table of contents Overview......................................5 Mass Media................................ 6 Newspapers.......................................................7 Television.............................................................8 Radio.................................................................11 Magazines & Journals...................................12 Social media....................................................17 Websites...........................................................18 Conclusion................................23 Highlights.................................25 Overview..................................................27 Media Profile...........................................28 Traditional Media.................................................................29 Print: Newspapers & Magazines...................................30 Broadcast: Television & Radio.........................................34 News Agencies......................................................................35 New Media.............................................................................36 Search Engines......................................................................38 Social Media: Social Networking, Blogs, Forums....39 Mobile & Tablet....................................................................42 Top Tips for Leveraging Content in Taiwan............44 Summary.................................................46 Hong Kong P4 Taiwan P26
  3. 3. 3Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Overview..................................49 Print Media..............................50 Broadcast Media.....................53 New Media..............................54 Overview.................................58 Print Media.............................59 Broadcast Media....................62 New Media............................. 63 Singapore P48 Malaysia P57 Taiwan Hong Kong Malaysia Singapore
  4. 4. Hong Kong 4
  5. 5. 5Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Overview [1] International wire services with significant operations in Hong Kong include Agence FrancePresse, Bloomberg, Dow Jones and Thomson Reuters. [2] Hong Kong is the regional base for a number of international titles such as The Financial Times, The Wall Street Journal Asia, USA Today International, International Herald Tribune and THE NIKKEI. [3] International broadcasters with studios in Hong Kong include Channel News Asia, CNBC, CNN and Phoenix TV. Hong Kong people are kept well informed by a vigorous media. They have a vast appetite for news and this demand has given rise to a healthy and outward-looking press, radio, and television industry that enjoys complete freedom of expression. The availability of the latest telecommunications technology and keen interest in Hong Kong's affairs have attracted many international news agencies [1] , newspapers [2] with international readership and international broadcasters [3] to establish regional headquarters or representative offices here. The production of regional media in Hong Kong underlines its importance as the financial, industrial, trading and communications centre. Two factors that attract media businesses is the freedom of information and the investment opportunities that Hong Kong offers. Hong Kong is considered the freest economy in the world and enjoys the most liberal media and multimedia environment in Asia, with an open investment regime and unrestricted foreign ownership rules.
  6. 6. 6Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Mass Media Daily 51 Periodicals 684 Domestic free television programme service licensees 2 Domestic pay television programme service licensees 3 Non-domestic television programme service licensees 17 Government funded public service broadcaster 1 Sound broadcasting licensees 4 Media Number Hong Kong's mass media at the end of 2012 included: Radio 3 Social media 5 Television 2 Magazines & Journals 4 Websites 6 1 Newspapers
  7. 7. 7Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. The newspaper market has also become more competitive than ever with free newspapers gaining stronger momentum in these years. According to the Nielsen Media Index, Hong Kong people read an average of two newspapers per day. Hong Kong is home to many of Asia's biggest English and Chinese language newspapers. The territory has one of the world's largest press industries and is a major centre for print journalism. Currently there are sixteen Chinese newspapers in Hong Kong: am730, Apple Daily, Headline Daily, Hong Kong Commercial Daily, Hong Kong Daily News, Hong Kong Economic Journal, Hong Kong Economic Times, Metro Daily, Ming Pao Daily, Oriental Daily News, Sing Pao Daily News, Sing Tao Daily News, Sky Post, The Sun, Ta Kung Pao and Wen Wei Po. Newspapers1
  8. 8. 8Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. The English media pool is very small versus the number of local Chinese publications. There are three local English- language newspapers: South China Morning Post, The Standard [4] and China Daily Hong Kong Edition and three regional English-language newspapers: Wall Street Journal Asia, Financial Times Asia and International New York Times (previously the International Herald Tribune). [4] The Standard, a free tabloid with a mass market strategy, is the most widely-circulated English newspaper. According to independent surveys conducted by The Chinese University of Hong Kong, South China Morning Post and Ming Pao are the most trusted newspapers in Hong Kong. Headline Daily, Oriental Daily News, Apple Daily and The Sun have the highest shares in the Hong Kong newspaper market, while the Hong Kong Economic Times is the best-selling financial newspaper. Local Chinese and English newspapers
  9. 9. 9Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Reading newspapers and magazines online has also become more common. Newspaper reading habits via the use of mobile devices has increased by almost three times, from 3 percent to 11 percent between 2008/09 and 2010/11. Reading News on Mobile Phone Increases Constantly 12% 10% 8% 6% 4% 2% 0% 2008.7-2009.6 2009.1-2009.12 2009.7-2010.6 2010.1-2010.12 2010.7-2011.6
  10. 10. 10Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. 2 TV remains the primary medium for Hong Kong people with an average daily consumption time of 4.6 hours. Hong Kong has two broadcast television stations, ATV and TVB. The latter, launched in 1967, is currently the predominant TV station in the territory. Paid cable and satellite television have also been widespread. Television
  11. 11. 11Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. There are three main radio stations in Hong Kong. Radio Television Hong Kong (RTHK) is a public broadcasting organisation that is operated as an independent department by the government under the commerce and economic development bureau. Commercial Radio Hong Kong along with Metro Radio Hong Kong are the only two commercial radio broadcasting companies. Radio3
  12. 12. 12Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Hong Kong is well served by a great variety of magazines in Chinese, English and other languages; and by both local and international publishers. Some popular titles in each respective categories: Magazines & Journals4 News & Comprehensive Magazines The Mirror Yazhou Zhoukan A high end monthly magazine providing news, political and economic reviews. A respected magazine on Asian news, politics, business and society. Local magazines in traditional Chinese
  13. 13. 13Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Life & Travel Magazines Weekend Weekly Economic Digest Capital MagazineU Magazine HK Discovery Capital Weekly A popular magazine delivering life, travel food and more. A famous and authorative magazine in Hong Kong featuring economic reviews, stocks, investment and management. A magazine covering life, travel, health, entertainment. A business magazine targeted at decision makers, offering special report, brand management, enterprise and travel. A magazine featuring outdoors, sports, travel and nature. A magazine "for the rich and powerful", offering business news, stocks and investment strategies.
  14. 14. 14Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Women & Fashion ELLE Hong KongMarie Claire Cosmopolitan HKJessica Jessica Code Hong Kong edition of world famous women's magazine. Covering fashion, beauty, fitness, career, relationships and life. Top selling women's fashion magazine in Hong Kong. Providing fashion, fashion trends, beauty, women's careers and love tips. A women magazine featuring trends, fashion, beauty and style.
  15. 15. 15Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Men & Fashion HIM Men's Uno JMEN Esquire A magazine for men covering life, leisure, entertainment and other content. Interviews, Men's fashion, trends, and life. One of the popular men's magazine featuring fashion, intuition, grooming and attitude. A Men's magazine covering beauty, fashion, clothing, style, life and sex.
  16. 16. 16Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Entertainment & Celebrities Computer & Technology TVB Weekly e-Zone Computerworld Hong Kong Next Magazine Eastweek The best-selling celebrities magazine in Hong Kong. A consumer magazine published weekly. It focuses on computers, business technologies and other new technologies. A monthly magazine and mainly focuses on information technology and development, computer hardware, computer industry and mobile computing. One of the top magazines in Hong Kong offering news, analysis, entertainment, celebrities and more. A very popular magazine offering celebrities, gossips, movie stars and more.
  17. 17. 17Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. The digital landscape in Hong Kong is dynamic and constantly evolving. Internet penetration rate in Hong Kong is about 69 percent. Social media is fast gaining popularity among Hong Kong netizens. Over these years, social networking sites such as Facebook, YouTube and discussion forums are gaining its market share of visits. 94 percent users utilize social media channels to "stay in touch", 74 percent to "gather information" and 55 percent for "business networking". Social media5 The proportion of Hong Kong netizens utilize social media 0% 20% 40% 60% 80% 100% Socialising with peers Promote company Business networking Gather information Stay in touch 74% 55% 94% As of December 2012, about 75.7 percent of Internet users in Hong Kong access Facebook and making it become the most popular social networking site in the city.
  18. 18. 18Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Websites6 Yahoo! Hong Kong is the most visited website in Hong Kong for top news and information. It is revealed that more than 60 percent of the online audience in Hong Kong are above the age of 35, indicating the internet users are relatively more mature compare to China. Top Website Properties - Hong Kong * See next page for the original chart
  19. 19. 19Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Source: comScore Media Metrix, 2013.03
  20. 20. 20Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Source: Online marketing, 2013.03 In terms of search engine, Google Hong Kong is highly used by the internet users, accounting for 65 percent market share versus 33 percent market share for Yahoo! Hong Kong.
  21. 21. 21Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Among the local internet forums, Hong Kong Golden Forum and The Hong Kong Discuss Forum are the most popular. The former focuses on topics related to computer hardware and software, while the latter covers a variety of discussion topics. The reason for bloggers in Hong Kong to "blog" is to maintain relationships and express themselves. Popular blog sites include Xanga and Yahoo HK Blogs. Xanga hosts weblogs, photo blogs, and social networking profiles. Yahoo! HK blogs are another very popular social networking and personal communication portal under Yahoo! in Hong Kong. Users can create personal blogs, share photos, etc. The site is in Chinese and features many celebrity blogs. Twitter has struggled in Hong Kong largely due to a very competitive social media scene. Users log on to popular US platforms such as Facebook and other Chinese social media platforms such as Sina Weibo, which appeals to the locals. Sina Weibo is one of the biggest players in the social-media scene. It has more than 2 million users in Hong Kong, as of November 2011.
  22. 22. 22Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Category with platforms which are relevant to the current digital sphere in Hong Kong Source: AsiaDigitalMap
  23. 23. 23Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Conclusion After The reunification with China, Hong Kong media has continued to enjoy freedom of communication and expression. There is little internet censorship in Hong Kong and no government censorship in local and overseas publications. The city is the regional hub for many international magazines and periodicals. Excellent communication networks enable companies to reliably transmit and receive information at very low cost. The stringent intellectual property protection enforcement is also an essential part for the media sector. Hong Kong is a small place and the people are very sensitive to new trends. Communications professionals can leverage on social media tools to connect with their audience as it is a fast and convenient. Unlike TV commercials, the cost of delivering a message to its target market would now be more affordable or almost for free. Word-of-mouth creates substantial plays well and creates substantial impact to a certain product and services. Social media becomes an inevitable part of life in Hong Kong and is well accepted as an effective business strategy promotion channel.
  24. 24. 24Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Therefore, digital and interactive agencies that create effective social media campaigns have become more favorable among the communicators who would like to take social media as an important communication channel. Companies which utilize social media may incorporate the following practise into some of their communication channels. For instance, blogging to connect users via corporate websites, tweeting to engage audience and create instant communications, building Facebook community for the target consumers to market its company, creating company profile for the business via LinkedIn and setting up a group, inviting prospects and letting these people to connect, engage and to share the same interest to a particular company or industry. Nevertheless, majority of Hong Kong people are becoming more selective about the level of personal information they share and the types of information they sign up to. A company website is the most valuable source of information the public use to look for information about a brand. The print media versus social media as the preferred channels to getting information changes depend on cultures and demographics. The key is, communicators must adapt the changing of media environment and deliver intelligent messages and provide timely response via the preferred media channels. The lack of knowledge and skills is one of the major challenges for local companies to take social media as a serious business strategy.
  25. 25. 25Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Media in Hong Kong generally enjoys freedom of expression. Newspapers remain competitive due to the distribution of free newspapers. Hong Kong is one of the regional bases for many international media, including newspapers, wire services, broadcasters, and etc. Apple Daily, Oriental Daily, South China Morning Post and Headline Daily are most popular daily newspaper in Hong Kong. TVB Jade is the main television channel for general households. People here in Hong Kong can easily purchase international magazine titles. Yahoo! Hong Kong is widely used by internet users for gathering information. Highlights:
  26. 26. Taiwan 26
  27. 27. 27Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Overview One of the four "Asian Tigers", Taiwan is a vibrant democracy that is situated between mainland China, Japan, and Philippines. Often overlooked is its media, which is famed in the region as one of the freest. In fact, Taiwan's "Press Freedom Score" is 25, ranked just behind Japan's 22 and ahead of HK's 33 and China's 85. Therefore, despite its geographical proximity and recent economic ties to mainland China and Hong Kong, the media landscape of Taiwan is very different. The result is a media landscape that enjoys a free market environment that is protected from state intervention through rigorous policies, allowing fierce competition and innovative channels and programs to emerge, as well as a diverse range of perspectives. However, due to the intense competition and a relative lack of experience of journalists after 1988, Taiwan's media also gained the reputation for sensationalist news, especially in regards to entertainment and politics.
  28. 28. 28Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Media Profile Taiwan's media profile at the end of March 2012 included: Radio stations 171 Terrestrial (wireless) television stations 5 Cable television system operators 62 TV and radio program production/distribution companies 7,257 Audio (compact disc, ect.) production companies 10,976 Satellite broadcasting program providers (262 channels) 103 Satellite broadcasting service operators 8 Newspapers 2,215 Magazines 8,918 Book publishers 14,343 Foreign media with correspondents in Taiwan 68 Sources: Government Information Offices, National Communications Commission Search Engines 6 Mobile & Tablet 8 Media Number 1 Traditional Media Print Newspapers & Magazines 2 News Agencies 4 New Media 5 Social Media Social Networking, Blogs, Forums 7 Broadcast Television & Radio 3
  29. 29. 29Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Traditional Media1 Traditional media is currently the primary source of news to a majority of the population, yet this is slowly shifting to online and new media. Despite this, traditional print and broadcasting still remains influential at the present. There are more than 360 privately owned newspapers and radio stations in Taiwan, excluding the 280 plus satellite TV channels, providing a diverse selection.
  30. 30. 30Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. The number of newspapers in Taiwan grew exponentially after 1988 when martial law was lifted, from 31 to 2,524 registered newspapers in 2004. Despite the large increase, popularity of newspapers peaked in the 1990s, and has since shrunk so that only a couple dozen newspapers still publish daily. This can be seen in the advertising revenues: from $1.5billion USD in 1997 to a significantly decreased $264 million USD in 2009. However, not only is the industry-wide advertising revenue shrinking, but so is the industry share of the entire pie compared with other media forms. This is seen in the 43.9% of those surveyed by Nielsen who read newspapers in 2008, as compared to the 76.3% in 1991. 2 Print: Newspapers & Magazines
  31. 31. 31Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Annual Advertising Revenues by Type of Media 2008 2009 Source: Brain magazine, march 2010 issue 200 150 100 50 0 Newspapers Magazines Radio Terrestrial TV Cable TV Internet Unit: NT$ 100 million 108.99 87.19 67.23 60.51 31.98 31.40 83.42 79.25 163.98 160.70 59.76 69.89
  32. 32. 32Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. For example, the largest daily, Liberty Times with its circulation of 682,000 in 2009 has digitized its articles, but has been surpassed by the online presence of its competitors' United News Daily with 130 million page views, Nextmedia TW (including Apple Daily) at 66 million views, and China Times at 61 million. Perhaps the fiercest competition to print media is the popularity of major news portals such as Yahoo! and Yam.com, with 11,503 and 7,276 unique visitors per day. Other newspapers include locally published English dailies, The Taipei Times and The China Post, and top specialized newspapers such as Commercial Times and Economic News Daily with a larger readership. The newspapers are responding to this by digitizing and maximizing their online presence to retain relevancy in this digital age.
  33. 33. 33Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Source: comScore Media Metrix, 2013.03
  34. 34. 34Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Broadcast: Television & Radio3 Television is still the primary source of news for many adults in Taiwan as it holds the highest household penetration rate over radio and print. In fact the figure has risen from 86% in 1991 to 94.5% in 2007 when percentages for the other traditional media were falling. The advertising revenue for cable TV remains the highest amongst the different media forms in Taiwan and terrestrial TV ranking third. Currently, the ROC government is in the process of digitizing television, hoping for a complete switchover by 2014. Terrestrial television dates back to 1962, with five current existing stations:Taiwan Television Enterprise (TTV), Chinese Television Systems (CTS), China Television Company (CTV), Formosa Television (FTV), and Public Television Service (PTS). The former three dominating the first three decades and the latter two launched in the late 1990s.Cable TV has a broad reach with approximately 85% penetration rate, providing 281 satellite channels. The most frequently viewed channels are news channels, likewise with the highest ratings, such as TVBS-N, SET, CtiTV, and ETTV. In fact, Taiwan has seven 24-hour news stations, whereas the US and UK both have three, as well as the highest density of SNG (Satellite News Gathering) trucks in the world since 23 million people share 82 trucks as compared to the 71 shared between 120 million in Japan, and 1 between 7 million in Hong Kong.
  35. 35. 35Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. News Agencies4 The major news agency in Taiwan is the Central News Agency,which originated in Guangzhou as a branch of the Kuomintang government in 1924. Before 1988 when martial law was lifted, the CNA was the official mouthpiece of the state. Now, it is officially a non-profit organization partially funded by the government, which distributes news internationally. Other significant news agencies amongst the 2,063 last counted in March 2012, is the United Daily News, China Economic News Service and Military News Agency, which broadcasts news about the Republic of China Armed Forces.
  36. 36. 36Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Taiwan has built one of the most technologically advanced telecommunications infrastructure in the world, ranked no. 11 out of 142 countries for Networked Readiness by the World Economic Forum with a 75.4% internet penetration rate of the entire population in 2012. The compound annual growth rate of internet users in Taiwan is growing at around five times the rate of established countries, with the number of internet users are steadily growing, from 16 million in 2010, to 17.5 million in 2012.The demographic is not limited to the younger generations when in fact, more than half of Taiwan's internet users are aged 40 and over. Unlike China, Taiwan's websites are not monitored by the state and increasingly, the internet is becoming a popular source of news and information. In fact, the average internet user in Taiwan spends an average of 170 minutes online each day, with "searching/collecting information" as the number one activity at 87.9%, and "reading news" at number three with 67.6%. New Media5 Why the Taiwanese Go Online? Email Instant Messaging Online Shopping Online Leisure Games Downloading Software Chatroom/Dating BBS/Forum/Community Reading News Browsing Blogs/Videos Searching/collecting information 75.4% 66.9% 47% 39.7% 28.9% 29.2% 28% 67.6% 61.1% 87.9% Source: Digital Jungle
  37. 37. 37Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. The popularity of websites in Taiwan is a mix of international companies such as Facebook and YouTube, as well as homegrown companies such as Wretch and PCHome. It is crucial to understand the localization of global websites in Taiwan, as well as the unique leveraging of Taiwanese websites in order to connect with your audience. The top websites in Taiwan are, in order: Yahoo!, Facebook, Wretch, YouTube, and Pixnet. Source: Burson-Marsteller Asia-Pacific TOP 5 Websites in Taiwan
  38. 38. 38Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Search Engines6 The majority of online content is found through search engines such as Google, and as such, they are the gatekeepers in leveraging your content. The rules are not completely different for example, multimedia content is still widely preferred over text- only articles, and as such will be more searchable and retain more readerships. So including images, video, and even audio is crucial to optimizing your SEO and increasing awareness. 01 02 03 In Taiwan, Yahoo! is the most popular search engine, followed by Google, PCHome, and HiNet. Yahoo!'s acquisition of Kimo, the Taiwanese portal, in 2001 is a major aspect of its success in the Taiwanese market. TOP 3 popular search engine in Taiwan
  39. 39. 39Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Social Media: Social Networking, Blogs, Forums7 There are many aspects and types of social media that may be utilized to connect to and interact with audience and the media. Social networking is the one that often comes to mind first, such as Facebook, Twitter, and Weibo; personal or professional blogs; content- sharing services such as YouTube and Flickr; and online communities and forums, such as the Bulletin Board Systems (BBS). All four channels are prevalent in Taiwan, with Facebook leading with 14,000 million page views and 13 million users, followed by the local blogging service, Wretch.cc with 3,300 million page views (which was shutdown by Yahoo! at the end of 2003). Source: Burson-Marsteller Asia-Pacific
  40. 40. 40Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Social networking is a huge trend in Taiwan, with Facebook announcing that Taiwanese are the biggest users of the service in Asia, especially in sharing food photographs and using the check-in function. Its 14 million users represent a 60% penetration rate in the country, and is an optimum platform to connect with the local Taiwanese market, especially as users are familiar with the format of sharing personal stories. Companies with the highest number of likes on their pages and those who have successfully leveraged Facebook, are 7-Eleven, Starbucks (Taiwan), MUJI, and McDonald's. In terms of microblogging, the locally-based Plurk is preferred over Twitter. Source: Singapore Management University
  41. 41. 41Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Blogging is the fifth most popular online activity in Taiwan, with an average of 167.5 minutes spent on Wretch.cc. In fact, 85.5% of Taiwan's internet users visited blogs in 2011, which is comparatively the highest percentage in the world. Famous bloggers are influential in their reach as opinion leaders, and their reviews or posts can bring in thousands of new "converts" for products and events. As such, they are sometimes treated like celebrities and it is known that in Taiwan, many of the posts are sponsored by companies as an accessible aspect of a media campaign. Despite the popularity of Wretch.cc, its parent company Yahoo! is in the process of consolidating its services, and has plans to shut it down by the end of 2013, and replacing it with Tumblr, Flickr and Xuite. In addition, Taiwan has one of the most active Bulletin Board Systems (BBS) in the world, with 1.5 million users on the largest forum PTT Bulletin Board System. Other notable BBS communities are Mobile01, Eyny, Gamer. com.tw, and Backpackers.com.tw.
  42. 42. 42Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Mobile & Tablet8 Taiwan's mobile penetration rate is 120%, which is 40% over the global average of 80%, with more than 20 million Taiwanese (70% of the total population) subscribed to 3G. What this means is a new way of consuming content, especially in urban areas where commuting to work provides an "in between time" where mobile devices are important companions to fill time. Over a third of the Taiwanese population own smartphones, and this is expected to rise to 56.8% by 2015. The number of tablet users is also expected to rise to almost a third of the population. Therefore, mobile audience who use smartphones and tablets are growing steadily, and the time spent on mobile web is predicted to come close to the time spent on traditional media. Currently, mobile users spend an average of 6 hours consuming media daily, 27% of which is on mobile devices, surpassing the 24% of time spent watching TV and becoming the second most popular channel of media consumption. Statistics exposing popular activities on mobile are varied, but what has been consistent is, to information browsing, social media, email, music or video, and games. Information browsing though is estimated to be between 12% to 43%, which is a decrease from the 87.9% cited for PC users. In fact, this is part of the indicators that show audience do not go past the first page of the search results, placing more emphasis and urgency in search engine optimization. In addition, mobile web is on par with television and print media in influencing purchasing decision.
  43. 43. 43Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Source: Rice Communications for InMobi
  44. 44. 44Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Top Tips for Leveraging Content in Taiwan 1. Localize Not only in translating global messages into Chinese, but also understanding and respecting the local culture and trends which is crucial to an outstanding campaign, perhaps even viral. 2. Sincerity and passion Taiwanese people are known for their kindness and passion for helping people; they will go out of their way to take a lost tourist to their destination, and that goes for customer service as well, which is paramount in a society that values the community. 3. Interact Take advantage of Taiwan's intensely networked environment, where audience are "online" almost 24/7, and connect with people through social media, as seen with 7-Eleven's successful augmented reality campaign. 4. Do not mistake Taiwan for China Understand that there is a fiercely proud Taiwanese identity, culture, and history. In fact, viral media that become incredibly popular in Taiwan have been those that portrays the unique blend of the nation's history and development, like the films, You Are the Apple of My Eye in 2011 and Cape No. 7 in 2008.
  45. 45. 45Copyright © 2014 PR Newswire Association LLC. All Rights Reserved.
  46. 46. 46Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Summary: Taiwan enjoys a protected freedom of press and with it a flourishing free market environment and diverse media landscape. Traditional media, especially television, still holds the most reach within society, and so it should not be ignored in favor of new media. Cable television is favored over terrestrial. Competition is so fierce with the top channels being: TVBS-N, SET, CtiTV, and ETTV. New media is growing rapidly in Taiwan with social media being incredibly popular with its usage of Facebook being the highest in Asia, and search engines becoming more relevant as more netizens go online to search for information, with the most popular being: Yahoo!, Google, and HiNet. Mobile media is on the rise, already surpassing the amount of time spent on the TV, with the amount of smartphone and tablet owners increasing to 56.8% by 2015.
  47. 47. 47Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Sources: http://www.digitalbuzzblog.com/infographic-asia-pacific-social-media-statistics-stats- facts/ http://www.slideshare.net/digitaljungle/taiwanese-social-media-and-internet-fast- facts http://www.slideshare.net/fullscreen/wearesocialsg/we-are-socials-guide-to-social- digital-and-mobile-in-taiwan-dec-2011/14 www.taiwan.gov.tw http://www.taipeitimes.com/News/taiwan/archives/2012/07/28/2003538850 http://www.inmobi.com/press-releases/2012/04/27/one-in-four-taiwanese-mobile- web-users-say-the-mobile-device-is-their-preferred-method-of-going-online-inmobi/ http://taiwanreview.nat.gov.tw/fp.asp?xItem=171039&ctNode=1337 http://focustaiwan.tw/news/aeco/201309180010.aspx http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_ China_Taiwan_Hong_Kong_Digital_Future_in_Focus
  48. 48. Singapore 48
  49. 49. 49Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Overview Singapore has a multi-racial population consisting about 75 percent Chinese, 14 percent Malays and 8.8 percent Indians, and the dominant working language is English. As the media hub in South East Asia, Singapore is a strategic centre for English speaking audience in this region. Similar to most of mature markets, with more mobile devices and the availability of high speed internet in Singapore, consumption of media spans across multiple screens. According to the recent Nielsen Media Index Report 2012, it shows that an increment in digital media consumption, supported by the data more than 4 in 10 (42.7%) aged 15+ Singaporeans have watched videos, movies or television programs online (up 2.3% points from last year), and more than a third (35.7%) have accessed news and current affairs/read e-newspapers online (up 4.3% points from last year) on an average monthly basis. [1] Department of Statistics Singapore www.singstat.gov.sg/publications/publications_and_papers/ Print Media 1 Broadcast 2 New Media 3
  50. 50. 50Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. 1 In the traditional media sector, most of the prominent newspaper and magazine titles are owned by Singapore Press Holdings (SPH) which is regulated by the Newspaper and Printing Presses Act of 1974. Printed newspapers remain the staple read for the majority of the adult population in Singapore, with 68.4 percent having read a hardcopy daily newspaper on an average daily basis (down 2.3% points). [2] [2] Nielsen Media Index Report 2012 Source: Data from Nielsen Media Index Report 2012 34.3% 18.1% 14.9% 12.1% 11.7% 10.2% 7.6% 2.7% 31.0% 16.8% 13.6% 11.4% 11.7% 10.2% 7.3% 2.2% 6.3% 1.9% 1.8% 0.9% 0.0% 0.0% 0.3% 0.6% The Business Times My Paper Lianhe Wanbao Shin Min Daily The New Paper Lianhe Zaobao Today The Straits Times The top two most influential newspapers are still the local daily titles The Straits Times and The Business Times for general public and business professionals. Digital Print Total Readership 0% 10% 20% 30% 40% Top Newspaper Titles in Singapore by Readership Print Media
  51. 51. 51Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. The Straits Times launched in 1845 is the flagship daily of SPH and it covers world and local news and it is the most-read newspaper in Singapore with the print version read by 31.0% of the adult population. The Business Times is Singapore's only financial daily and is a key source for business intelligence for investors, managers and businessmen in Singapore and the Asian region. Combined print and online readership of The Business Times was 2.7% of the adult population of which 75.28% of them are PMEB (Professionals, Managers, Executives and Businessmen). [3] The second most-read newspaper is a free daily called Today, which reached 16.8% on an average daily basis. Today is published by MediaCorp and is distributed widely at major transport hubs, business districts and selected residential homes. [3] Nielsen Media Index Report 2012
  52. 52. 52Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Local magazines focus on lifestyle/ fashion/entertainment sectors which are published mostly by SPH and MediaCorp, though Asia or international independent business or trade publishers usually either utilize Singapore as the regional hub or have journalists/contributors to cover local stories. Almost all of the magazines have online presence where they either publish electronic version of the print copy, or share content on website. For non-English newspaper, the largest publication is SPH's flagship Chinese daily Lianhe Zaobao. It establishes itself as a prominent Chinese media in the region, publishes serious news and current affairs. Lianhe Wanbao and Shin Min Daily are both local tabloid paper published in Chinese focusing on entertainment and local news.
  53. 53. 53Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. 2 For broadcasting including radio and TV, MediaCorp is the largest content creator and broadcaster in Singapore and is the only terrestrial TV broadcaster too. Channel NewsAsia (CNA) is MediaCorp's English news network launched in 1999 which provides the latest local and international news from Asian perspectives. It is said the network could reach 36.6% of the population of which 41.3% are PMEBs. [4] Audience here is still largely consuming great amount of local audio and video content via traditional platforms. The trend to switch to digital platform is slated to grow. Broadcast [4] Data from Nielsen Media Index Report 2012.
  54. 54. 54Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. 3 With greater consumption of digital content, internet usage in general is on the rise. Top online activities include social networking (49%), watching videos/TV/movies (42.7%) and accessing news/current affairs/reading e-papers (35.7%). [5] Most of the top news sites are local media brands which are part of the two media conglomerates SPH and MediaCorp. With more than 35% of the population have accessed online news on a monthly basis, online news has become a very powerful channel to reach PMEBs and younger audience. [5] Data from Nielsen Media Index Report 2012. Top News Sites in Singapore New Media
  55. 55. 55Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Source: comScore - 2013 Southeast Asia Digital Future in Focus Top 5 social networks for South East Asia Countries © comScore, Inc. Proprietary. 24 Top Social Networks by Country After Facebook, Twitter, LinkedIn and Tumblr are Popular Only Vietnam has Substantial Local Social Networks Internet Audience 15+ accessing Internet from a Home or Work PC Source:c omScore Media Metrix, March 2013 74.5 32.9 12.4 10.2 7.0 FACEBOOK.COM ZING Me DIENDANBACLIEU.NET KENHSINHVIEN.NET Linkedin Vietnam 80.2 26.4 10.5 5.9 4.9 FACEBOOK.COM TWITTER.COM Linkedin Yahoo! Profile TUMBLR.COM Indonesia 82.3 15.9 13.9 5.7 5.3 FACEBOOK.COM TWITTER.COM Linkedin TUMBLR.COM Tagged Inc. Malaysia 89.2 10.8 9.4 9.2 6.1 FACEBOOK.COM TWITTER.COM SOCIALCAM.COM Linkedin PANTOWN.COM Thailand 92.1 20.3 12.6 8.6 6.5 FACEBOOK.COM TWITTER.COM TUMBLR.COM Linkedin Yahoo! Profile Philippines 65.9 20.1 16.0 10.2 3.9 FACEBOOK.COM Linkedin TWITTER.COM TUMBLR.COM GOODREADS.COM Singapore Reach of Top 5 Social Networks by Country
  56. 56. 56Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. [6] comScore: 2013 Southeast Asia Digital Future in Focus It is no surprise that the globalized city-state utilizes popular social networks, such as Facebook, LinkedIn, Twitter, Tumblr and etc., amongst which Facebook and LinkedIn are the most popular. In terms of search, Google is still the dominant player which takes about 84% of the total search enquiries. The second player is Yahoo! which has less than 6% share. [6] As a mature market, Singapore is moving towards a more digital and mobile environment in a steady growth rate where readers are consuming rich content via multi-screens, though traditional media brands (e.g. Print and Broadcasting) are the primary premium content creator to cater this consumption habit change. Conclusion
  57. 57. Malaysia 57
  58. 58. 58Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Overview Malaysia has had a stifling relationship with the digital media since the year of electronic gadgets had taken place. The media tools in Malaysia include the traditional, new and social media which has the increasing usage of mobile devices such as smart phones and tablets. Consumers are now able to instantly connect to the internet and be constantly updated on the latest news and gossip. Information is in real-time, unlike having to wait for the next day for the physical newspaper. The newspapers in the country have done admirably expanding online and are among the most accessed Malaysian sites. But the perception is that traditional media is losing ground to alternative new portals as the latter are deemed less biased and censored. Print Media 1 Broadcast Media 2 New Media 3
  59. 59. 59Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. 1 Many media outlets are either owned directly by the government of Malaysia (e.g. Bernama) or owned by component parties of the Barisan Nasional coalition government (e.g. the Media Prima group, which is owned by the United Malays National Organization). The Utusan Group is Umno-owned and is now widely regarded as pro-government news provider. The main print newspaper for this group is known as Utusan Malaysia which has an online platform. Malaysia's largest media group Media Prima Berhad is controlled by Umno proxies which is a company that is listed on the main stock exchange market Bursa Malaysia, is Malaysia's leading fully-integrated media group. The Group is also one of Malaysia's Top 100 largest listed companies by revenue. The Group has equity interests in TV3, 8TV, ntv7 and TV9. In addition, the Group also owns more than 98 percent equity interest in The New Straits Times Press (Malaysia) Berhad (NSTP), Malaysia's largest publisher with three national newspapers, New Straits Times, Berita Harian and Harian Metro.
  60. 60. 60Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. The main media assets within Media Prima Berhad (MPB) group
  61. 61. 61Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Emas is the first classic channel in Malaysia showcasing Media Prima's production of popular TV programmes via Internet Protocol TV (IPTV) on HyppTV and Unifi TM. The Group also owns three radio stations, Fly FM, Hot FM and One FM. Leading English daily, The Star is a member of the Asia News Network and is owned by Malaysia Chinese Association (MCA). Its major competitors are the New Straits Times and The Sun. Malaysia Indian Congress (MIC) owns the top three national Tamil newspapers, Malaysia Nanban, Tamil Nesan and Makkal Osai. The nation's Chinese publication industry is mostly owned by Chinese Media International Ltd and the main top titles among the local Chinese readers would be Sin Chew Jit Poh ( 星洲日報 ). Followed by other Chinese print media publishers are China Press ( 中國報 ), Guang Ming ( 光明日報 ), Kwong Wah Yit Poh ( 光 日 ), Nanyang Siang Pau ( 南洋商報 ) and also Oriental Daily News ( 東方日報 ).
  62. 62. 62Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. 2 The old/traditional media is still relevant and strong, and the most reliable sources and common television news channel that the public would choose would still be the national broadcaster RTM (Radio Television Malaysia) and also TV3 (which falls under the umbrella of Media Prima Berhad). TV would also still remain to be a popular media for a while yet, with increasingly bigger screens and high-definition (HD) content to bring the best viewing experience. Traditional broadcasters are also evolving to provide content in other formats. Malaysia's first lifestyle portal was gua.com.my then followed by tonton.com.my and murai. com.my which falls under the umbrella of Astro (a Pay TV direct broadcast service in Malaysia). Throughout Southeast Asia, deep changes are taking place with respect to how consumers watch and interact with various forms of media. These changes have been brought about by rapid technological development. From high speed Internet access and WiFi to smartphones and tablets, it's easier now for consumers to get online than it has ever been. Broadcast Media
  63. 63. 63Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. 3 Since conventional media is tightly controlled by the government, Malaysia has a lively alternative media scene, characterized by such news portals as Malaysiakini and The Malaysian Insider which takes advantage of the government's pledge not to censor the Internet, though the Malaysian media landscape is considered as not as open, and govern by the ruling government. While the news site runs multiple sections from business to entertainment, political news and commentaries dominate attention. With the advent of this new media in Malaysia, it was mainly used to enhanced the national development and beneficial mainly for the entrepreneurs and business owners locally by doing everything possible to maximize the use and reap the advantages. While digital platforms are growing at astonishing rates among youths in Malaysia, traditional media still dominates the reach. Despite the presence of mobile devices, internet and social media, Gen Y remains heavily engaged with traditional media in terms of time spent. Nielsen's new Southeast Asia Digital Consumer Report examined the digital media habits and attitudes of consumers in Singapore, Thailand, Indonesia, Malaysia, Vietnam and the Philippines. Respectively, most Malaysians spend at least 21.5 hours and 19.8 hours a week online. The most common news websites to search on news for English mainstream would still be TheStar. com.my and also TheMalayMailOnline.com.my, as for Bahasa Malaysia news websites would be kosmo.com.my. New Media
  64. 64. 64Copyright © 2014 PR Newswire Association LLC. All Rights Reserved. Contrary to popular belief, Gen Y's consumption of traditional media such as newspapers and television does not differ much from the general population. Malaysia was 124th on the world press freedom index 2012. It had 17.7 million Internet users at 31 December, 2011 and 12.3 Facebook users at 31 March, 2012. The advancement of technology has transformed the Malaysian society. In the same case, the media landscape in general has made some changes meeting the needs of the society. In Malaysia, we can foresee changes being made through mainstream media especially those from the powerhouses. Taken for instance, The Star recently revamped Star Online logo and revamp their brand with its effort which shows The Star placing important in its digital platform. New Straits Times too came up with its iPad version encouraging readers to subscribe to the iPad newspaper with great discounts. Even The Edge came up with its own digital magazine which can be downloaded on Apple Store. There are rooms for improvement within the industry to serve difference set of audience. The Edge which has been serving the corporate and elite segment found a new competitor in its segment just a year ago – Focus Malaysia. Two new Tamil mainstream newspapers were founded in the last 1.5 years which brings to 5 Tamil newspapers serving the Indian community. In a nutshell, the trends in Malaysia may be in a progressing level but it is still considered at an infant stage of providing honest valuable stories to the society. No doubt that the media publishers will have to cater for the needs but they will still have to diversify the nature of sharing the news in order to sustain the traditional media, which is still considered as an important daily essentials and is still a major source of information provider.
  65. 65. Additional Resources: y Navigating China’s Complex Media Landscape http://misc.prnasia.com/atd/custeventreg.php?event_id=77 y eBook: New School Press Release Tactics http://misc.prnasia.com/atd/custeventreg.php?event_id=91 y PR Newswire Publishes Survey: Companies in China Assess Content Marketing Trends, ROI Impact http://en.prnasia.com/p/lightnews-0-80-9674.shtml
  66. 66. About PR Newswire PR Newswire (en.prnasia.com) is the premier global provider of multimedia platforms and solutions that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content – from rich media to online video to multimedia – and then distribute content and measure results across traditional, digital, social, search and mobile channels. Combining the world's largest multichannel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc. company. info@prnasia.com Hong Kong: +852-25728228 Taipei: +8862-27355882 Singapore: +65-68085688 Beijing: +86-10-59539588 Shanghai: +86-21-61370118 Hongzhou: +86-571-88219685 Shenzhen: +86-755-82037494 Chengdu: +86-28-85114629 Xiamen: +86-592-5734520 66Copyright © 2014 PR Newswire Association LLC. All Rights Reserved.