The Asia, USA differencial?

Another fleeting Asia trip coming to an end, I reflect on a recurring question I’m often asked while here. I’ll be in a steel tube at 35,000 feet for the next 19 hours, so it seemed like a good time to collect and share my thoughts, for anyone who may be interested.

‘What are the key differences between the Asia and USA media landscapes?’

It seems like a simple enough question, although it’s not. When I’m asked the same question, about the US to the UK, the initial response is obvious, ‘the UK fits into Texas, twice!’ It’s not really a fair comparison. However, Asia and the US should be a closer fit in terms of scale, though note, I am still comparing a continent to a country. If I was asked the same question on a deeper, more holistic level, it may be more apparent how truly different these places are, given completely varying history’s, geographical expanse, religion, language, etc. I could go on forever, and would love to, they are both fascinating and amazing places, speaking as a guest in both. However, I’m asked this question, specifically relating to media, so here we go.

There are a million, but several key differences, between Asia and the US, and they are influenced by cultural, political, economic, and historical factors that I glossed over in my intro, again this is not the place to go too deep. Here are some of the prominent distinctions I’ve noted on my travels:

Ownership and Control:

1. In the US, media ownership is relatively concentrated among a few large corporations, such as Comcast, Disney, AT&T, and ViacomCBS, and this also reflects down through the media channels we work with every day. These conglomerates control significant portions of the media market, including television networks, film studios, cable channels, and digital platforms.
2. In Asia, media ownership structures vary widely across countries. Some countries have government-controlled media outlets, while others have a mix of state-owned and privately-owned media. Family-owned conglomerates also play a significant role in the media industry in some Asian countries.

Regulation:

1. The US has a tradition of press freedom protected by the First Amendment of the Constitution. While there are regulations concerning broadcast content and ownership, the media largely operates independently of direct government control.
2. In many Asian countries, media is subject to more stringent government regulation and censorship, at all levels, but particularly regarding political content and criticism of authorities. Press freedom varies widely across the region, with some countries having relatively liberal media environments while others have heavily controlled media landscapes.

Content and Programming:

1. US media often reflects a diverse range of perspectives and content catering to various demographics. There's a significant emphasis on entertainment, with Hollywood dominating global film and television markets.
2. Asian media reflects a rich tapestry of cultures, languages, and traditions. While entertainment content is prevalent, there's also a strong focus on news, current affairs, and cultural programming. Asian media often caters to local tastes and preferences, leading to a wide variety of genres and formats.

Technology and Platforms:

1. The US is a leader in technology and digital media, with Silicon Valley being a hub for major tech companies like Google, Meta, and Netflix. The dominance of these platforms has reshaped how content is distributed and consumed globally.
2. Asia has its own tech giants, such as Tencent, Alibaba, and Baidu in China, and LINE and Rakuten in Japan. These companies have developed their ecosystems of digital services, including social media, e-commerce, and streaming platforms, which cater to local audiences.

Language and Cultural Diversity:

1. The US media landscape primarily operates in English, with Spanish-language media catering to Hispanic communities. There's a significant focus on American culture and values, although diversity and inclusion efforts have led to greater representation of minority voices.
2. Asia is linguistically and culturally diverse, with media produced in numerous languages, including Mandarin, Hindi, Japanese, Korean, and many others. Media content reflects the diverse cultural heritage and values across the region, with varying degrees of international influence.

So, there you have it! I have barely scratched the surface, and I didn’t even get into planning, trading, measurement, attribution and such, essentially our day job. However, to do our ‘day jobs’ well, curiosity should demand we study the broader aspects of any market we work in. I hope these differences help to illustrate the complex interplay of cultural, economic, and political factors shaping the media landscapes in Asia and the US, and it gives you pause for thought when next addressing a brief in any given market. Any media campaign, can only be effective if you study and embrace the individualism of any given market, ergo any given audience.

DOmedia #asia #usa #APAC #media #socioeconomics #thoughtpiece

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