Direct Broadcast Satellite in Asia and Advertising Opportunity for International Marketers

Abstract

With the emergence of direct satellite broadcasting, Asian countries promise to be a fertile ground for standardized advertising of goods and services. Since the introduction of Hong Kong Star TV, the satellite broadcasting environment in Asia has changed dramatically, and millions of Asian consumers can be reached via satellite broadcasting. The development of DBS as a new medium presents the distinct advantages of a standardized approach in international marketing. What is happening in the Asian markets serves as a testimony to the universal appeal of international marketing, despite cultural differences.