The Asian TV Forum & Market (ATF) 2025 opened with organizers expecting more than 5,000 delegates from 60 countries, along with 20 national pavilions, major studios, and regional streaming platforms. The market, now in its 26th year, was officially inaugurated by Singapore's Senior Minister of State for Digital Development and Information, Tan Kiat Hau. The opening ceremony featured regional artists, including Dr. Tong, Cheryl Cho, James Xia, and Hong Lei. Organizers said the event aims to highlight top Asian storytelling and strengthen business ties across the entertainment sector. ATF gathers broadcasters, production companies, and studios to trade rights, explore financing, and discuss cross-platform partnerships. Running from Dec. 2 to 5, this year's event also features sessions on AI in content production, cross-border co-development, and the rise of micro dramas.
"Our industry is changing. Audiences today have more choices than ever, from cinema and TV to streaming, mobile apps, and short-form formats. In Singapore, we are studying trends like micro-dramas and experimenting with new formats to help our creators harness opportunities in this fast-growing space," said Tan Kiat Hau. "Generative AI is transforming media production, helping companies speed up workflows, test creative ideas, and visualize concepts. While there are concerns about jobs, our focus is to equip workers with relevant skills so they can stay competitive and seize global opportunities. With the launch of our Talent Accelerator Programme, we are providing end-to-end support for media professionals—from idea development to international distribution. By strengthening co-production partnerships and nurturing talent, Singapore is building a resilient, future-ready media industry with stories that can reach audiences worldwide."
Singapore's screen sector is getting one of its most significant boosts yet. The Infocomm Media Development Authority (IMDA) has launched the Talent Accelerator Programme (TAP), a three-year, S$200 million investment designed to nurture homegrown creators, expand global partnerships, and elevate "Made-with-Singapore" content onto international platforms. Unveiled at the opening of the Asia TV Forum & Market (ATF) 2025, TAP marks a major shift in how Singapore develops film and TV talent. Rather than focusing on sporadic project funding, the programme builds a structured pipeline that follows creatives from ideation to global distribution. This move aligns Singapore more closely with the world's major production hubs. "The $200 million Talent Accelerator Programme is a major investment to ensure that Made-with-Singapore content stands out on the international stage. We aim to build a stronger pipeline of stories with global appeal, strengthen Singapore's position as a co-production hub, and reinforce our role as a trusted creative partner in the region", said Tan Kiat Hau.
TAP introduces a structured roadmap for creatives, from writers and producers to showrunners, to deepen both artistic and commercial skill sets. At the development stage, IMDA will connect talent with what buyers are actively seeking and provide access to masterclasses on story development, pitching, financing models, distribution planning, and deal negotiation. At the production stage, IMDA will co-fund a wider slate of co-productions spanning regional and global partners, across both scripted and unscripted formats. This extends to adaptations of existing IPs, further cementing Singapore's ambition to be a top co-production hub. For distribution, IMDA is taking a more active role than before, establishing an in-house marketing team and a new marketing fund dedicated to boosting visibility for select projects.
Early sessions pointed to an industry entering a decade of coexistence between traditional and digital media. Research firm Omdia said the region's audiovisual market will remain fragmented, with linear TV, SVOD, AVOD, FAST channels, and social media all maintaining significant roles. Streaming growth is forecast to slow, while micro-dramas and FAST channels are expected to gain traction as new revenue drivers. "At the Singapore Pavilion this week, we are giving creators hands-on experience with generative AI, from workflow and budgeting to development and audience testing. These tools are not experiments; they solve real production problems and help our teams make better decisions," said Tan Kiat Hau. "Singapore has put in place clear guidance on responsible AI use. Creative works remain protected under copyright laws, ensuring that meaningful human input drives ideas and that ownership stays with the creator, even as AI assists the process. Singapore has developed into a trusted co-production hub. By partnering with companies across Asia, Europe, and beyond, our talent gains access to larger markets, stronger financing, and global distribution, while keeping a distinct Singaporean element in every project."
At ATF 2025, China mounted its most significant presence to date. The China Pavilion has expanded to 270 square meters this year, with 24 participating companies, both record highs. Exhibitors range from major media groups, such as China International Television Corporation and Shanghai Media Group, to studios including XiXi Pictures and Huace Film and TV. Animation producers, streaming platforms, and industry service firms are also part of the delegation. The pavilion is showcasing 156 Chinese-language titles, spanning TV series, micro dramas, films, documentaries, animation, and variety shows. It will also host a series of presentations and networking sessions. Beyond the main China Pavilion, several other China-related stands are also present, including those of Bilibili, Tencent Video, and Youku.
Moreover, BEAJ jointly exhibit and operate the Japan Pavilion with the Ministry of Internal Affairs and Communications and the International Drama Festival in Tokyo. A total of 22 companies, including broadcasting stations and production companies, will participate in the Japan Pavilion (B12), offering a wide range of content from dramas and animations to documentaries. Compared to last year, the Japan Pavilion has increased its total space by 20% and has established a new event space.
In this event space, Japan held the third edition of the Japanese drama promotion event, "Drama Gems From Japan". Eleven companies showcased dramas aimed at overseas licensing. The event welcomed Victoria De Kerdrel from K7 Media as the moderator, and after the trailer screenings of each work, she introduced its selling points. Additionally, for two shows, TV Asahi's "Just a bit Espers" and ABC Television's "Forest", the program producers and overseas sales representatives took the stage to delve even deeper into the charm of the content.