Blue Ant Media’s strategic expansion in Asia: A new era of growth
Introduction: Embracing change in a disrupted market
In the ever-evolving landscape of global media, Blue Ant Media is making significant strides. Carlyn Staudt, the company’s EVP of global channels and streaming, and Jon Penn, MD for Asia Pacific, are at the forefront of this transformation. Their journey to the APOS conference marks a pivotal moment as they navigate corporate restructurings, including the sale of Beach House Pictures and the establishment of a sales hub in Asia. This article delves into their strategic thinking and the opportunities that lie ahead.
The rationale behind the Asian hub
Expanding global reach
Staudt reflects on her seven-year tenure at Blue Ant, during which she spearheaded the global expansion of the Love Nature channel. Initially a fledgling natural history service available only on SVOD, Love Nature has now reached over 100 countries across various platforms, including pay-TV, VOD, and FAST. This success underscored the need for Blue Ant to become a truly global media company, extending beyond its Canadian roots.
Establishing a presence in Asia
While Blue Ant had a strong presence in the Americas and EMEA, it relied heavily on agents in Asia. Recognizing the potential for growth, the company decided two years ago to establish a direct presence in the region. This led to the hiring of Jon Penn and the creation of an integrated sales hub to meet the market’s platform needs.
Navigating a disrupted marketplace
Opportunities amidst challenges
Penn acknowledges the highly disrupted marketplace in Asia Pacific, which presents both challenges and opportunities. Incumbent businesses, some of which are Blue Ant’s clients, face pressure, but new potential customers are emerging. In China, VOD platforms like Bytedance, Bilibili, iQiyi, Tencent, and Youku have revolutionized the market, creating significant opportunities for factual program makers like Blue Ant.
Adapting to market transformations
In Australia, the market is also undergoing transformation. Blue Ant’s partners, Foxtel and Fetch, are adapting to the challenges posed by the internet’s almost unlimited choice. The company has transitioned agency arrangements in Asia and Australia to be entirely in-house, hiring a dedicated team to drive growth.
Strategic partnerships and innovative deals
Expanding channel offerings
Blue Ant has forged exciting partnerships, including a growing relationship with Fetch, which now hosts five of Blue Ant’s channels. The premium Love Nature linear pay channel is available behind Fetch’s paywall, while four FAST channels generate advertising revenue in front of the paywall. This innovative approach has allowed Fetch to adapt its business model to include FAST channels.
Premium sponsorship and advertising
In recent months, Blue Ant has opened up Love Nature for premium sponsorship and advertising. Additionally, the company has placed Nature Time, a FAST channel, behind Foxtel’s paywall, marking a significant milestone. This move represents one of the first instances of a FAST channel being placed behind a paywall in the region, with Foxtel also involved in selling advertising on the channel.
Strategic focus and regional investments
Consolidating production efforts
Staudt explains that Blue Ant’s acquisition of MarbleMedia and the consolidation of its studio business under Marble was a strategic move to focus on the North American market. The sale of Beach House Pictures was part of this strategy, allowing Blue Ant to invest in the region differently while maintaining partnerships for content distribution.
Expanding distribution and exploring new markets
Penn highlights the company’s ongoing efforts to expand the distribution of Love Nature, with a focus on markets like Vietnam, the Philippines, Taiwan, and Hong Kong. The interest in Asia is growing, particularly in the connected TV space, where manufacturers like Samsung TV Plus and Google TV are driving significant activity.
Approaching regulated markets and future goals
Opportunities in China
Penn sees great potential in China, a market that loves premium factual content. Blue Ant aims to grow its small business in China and explore co-production opportunities. With Love Nature’s commissioning budget and a wealth of fantastic stories in China, the company is poised for growth in this medium-term goal.
Addressing the Indian market
India presents a unique challenge with its highly fragmented market and low ARPU. Blue Ant is just beginning to scratch the surface of the Indian marketplace, recognizing the need for a tailored strategy to tap into its potential.
Navigating industry challenges and seizing opportunities
Adapting to tough times
Penn acknowledges the tough times faced by many companies in the industry, particularly in Hollywood, where production has slowed significantly. However, he sees opportunities for creative solutions and reformulations. Blue Ant’s diversified portfolio, spanning production, rights, distribution, and channels, allows the company to stabilize amidst market shifts.
Embracing agility and creativity
Staudt emphasizes Blue Ant’s ability to be agile, nimble, and creative in its approach. The company’s centralized programming and operational support enable quick decision-making and innovative solutions, positioning Blue Ant to thrive in a disruptive yet exciting media landscape.
Conclusion: A promising future
As Blue Ant Media continues to navigate the complexities of the global media landscape, its strategic focus on Asia, innovative partnerships, and commitment to agility and creativity position the company for a promising future. With a diversified portfolio and a dedicated team, Blue Ant is well-equipped to seize opportunities and drive growth in the ever-evolving industry.