Sharp focus: the focus on programming-led focus groups is sharper than ever as channels battle to compete in an increasingly cluttered environment that's only going to get worse with the slew of digital channels. But, the media buying industry says, it might be very interesting to be asked their opinion on how they can contribute to creating successful content.(research)

Television Asia, July, 2004 by Gupta, Ritesh

Some television stations in Asia--and new entrants in particular--have upped their use of focus groups in a bid to deepen access and understanding of target audiences. What they aren't exploring as they attempt to expand their businesses, according to key media buyers in the region, is how the shows they are researching could be made more advertiser friendly. This is as it should be, say programmers, emphasizing editorial integrity. But, say media buyers, we would still like to be asked. And, they add, it's sponsors and advertisers who are, at the end of the day, being asked to underwrite content anyway. MindShare Singapore general manager Deepika Nikhilender, Initiative Media Thailand business group director Wilai Somdungjate, and Lowe China media director Michael...

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