Mumbai: Lionsgate Play, South Asia-based platform of premium subscription service STARZ, on Friday announced its continued expansion in Southeast Asia by getting ready for launching operations in the Philippines. The media company has appointed Ma Cecilia Marino as the general manager to lead its business in the region.
With a population of 109 million, the Philippines will become the newest territory added to the STARZ global footprint which now includes 60 countries, the company said in a statement.
Lionsgate Play, MD South Asia, and networks - emerging markets Asia, Rohit Jain will continue to spearhead operations in the region. Marino will begin operations in the Philippines under the guidance of Jain, it added.
“We are thrilled to expand into the Philippines where over a third of the population uses OTT services, a trend that has accelerated in the past two years as Filipinos become avid streaming consumers," Jain said. "We see this as a great opportunity to reach and engage with them. As part of this process, we are building a strong leadership team beginning with the appointment of Ma Cecilia Marino to lead our growth there, taking Lionsgate Play to new heights while creating long-term value for our stakeholders," he added.
Marino has over 25 years of experience in business strategy & development, brand marketing, and partnerships. She has worked closely with the dynamic telecommunications and fast-paced consumer industries. Most recently, she headed the integrated sales group of KidZania Manila, a global learning and entertainment brand.
“I am delighted to join the team at Lionsgate and bring my expertise and a fresh perspective to the table," Marino said. "The Philippines is an indispensable market for the South Asian business, and I am confident that the Filipino audience will enjoy Lionsgate Play’s unique and exclusive streaming offering.”
According to a recent study by the Trade Desk, 36 million consumers stream two billion hours of OTT content per month in the Philippines, making OTT one of the fastest-growing media channels in the country. The mounting dominance of Hollywood films and soaring OTT viewership in the Philippines, coupled with only a few premium services to meet demand, creates a great market opportunity for Lionsgate Play to thrive in the country.
The premium video streaming service also recently launched its service in Indonesia, Sri Lanka, and Bangladesh, after a successful rollout in India last year.
