MUMBAI: Lionsgate, Microsoft, Hulu, Google and Adobe are to take part in the upcoming Cable and Satellite Broadcasting Association of Asia (Casbaa) convention in Hong Kong.

The convention will take place from 25-28 October.
 
On 26 October Lions Gate Entertainment vice chairman Michael Burns will outline the global challenges and opportunities for the producers of shows such as Mad Men and the distributors of a suite of new channels specifically designed for the Asia Pacific pay-TV market in his opening keynote.

Meanwhile, in the closing segment of the Convention 2010, online video service Hulu senior VP International Johannes Larcher will outline a “ground-breaking” business model and the potential for migration from the US to Asia and beyond.  
 
Larcher will be joined by Microsoft senior director of business incubation Meredith Amdur discussing the key drivers for success in the development of new products and industry innovation, with Google head of online media sales Asia Pacific and Japan Parminder Singh.

Supported by Adobe, the closing panel will debate how future developments of innovative content and technological wizardry will reshape the global entertainment space.

Casbaa CEO Simon Twiston Davies says, “Changes in content creation, distribution, monetisation and consumption have opened up new opportunities for service providers to differentiate themselves beyond simple transport. The future of digital media belongs to those who respond creatively to the fast changing needs of consumers.”