Delegates heard presentations on new ways to ensure growth and sustainability for the broadcasting industry, and how the presence of personal video recorders, fixed and mobile broadband as well as multiple media platforms have an impact on TV advertising revenues.

Prof. Li Ruigang President of Shanghai Media Group (SMG) from China introduced strategies to tap into the digital era and changes in TV viewer demand. He emphasized that it is important to build up the audience community, so people can use the Internet on their mobile phones and there will be more interaction among people, especially young people.

Discussions also focused on how traditional revenue streams can be depended upon significantly in the context of digital transformation and how a hydrid combination of advertising and subscription approaches can be viable.

Delegates also put forth solutions on pay TV and “smart TV” in the future and new technologies such as television on the internet and mobile internet will be the future trend.

Toshiyuki Sato from the General Broadcasting Department of Nippon Hoso Kyokai (NHK), Japan emphasized the role of media in the recent earthquake and tsunami in Japan, adding that media still have a strong presence and play an ultimate role in saving lives, seeking missing people and serving the people.