Splice’s BETA explores Asia’s media transformation and builds business community

May 29, 2019
Industry News
Multi-day Chiang Mai event gathered media luminaries and influencers for shared discussions, networking opportunities and laughter

Splice’s activity-packed BETA event from May 1-3 brought together a diverse gathering of media entrepreneurs, creative professionals, start-up founders and “game changers” for shared discussions surrounding a pivotal time of change in the media industry.  .

Billed as “a front-row seat to the transformation of media in Asia”, BETA’s immersive two and a half day agenda comprised masterclasses, panel discussions, pitch sessions, social events and a stand-up comedy act from Mongolia, at venues across Chiang Mai’s creative district.

The South China Morning Post (SCMP) was invited to join the discussions, as the news publisher has undergone its own monumental digital transformation. Branded Content director Michala Sabnani and senior vice-president of product Malcolm Ong took part as key speakers in sharing sessions.

Malcolm’s “fireside chat” covered SCMP’s media transformation and the challenges it faced at decision crossroads, how his team “made tough pivots”, including creating compelling market differentiators of SCMP’s product offerings. He mentioned SCMP’s best-practices for building user habits to increase audience retention, and how the publisher engages a relatively mature and professional audience in certain key markets, while addressing a younger segment in other geographies. One of the major factors in SCMP’s continuing success is the ability to cater to these high-end professionals’ appetite for regular Asia/China news so they can keep up to date on the region, and get ahead in business and their lives.

Michala’s panel discussion explored the rising popularity of “branded content” - including its  fluid definition in the market, what content platforms should consider when pricing advertiser content, and how the new Morning Studio approached those decisions. Maintaining your voice as a publication, while correctly pricing branded content as a business offering, is no simple matter, especially when every publisher and media organisation uses the term differently, leading to fragmented definitions and confusion within the industry. One of the ways Morning Studio solved the conundrum was to develop different content products to suit different client needs.

Stay tuned for more SCMP and Morning Studio updates and to learn about opportunities at upcoming events and conferences for meeting our various business team leaders
 

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether SCMP.com, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

For further information, please contact us