Streaming TV is where audiences are moving across Southeast Asia. Premium inventory, live sport, local drama, news, is still mostly sold direct. And direct deals across several markets are slow to close.
Why they stall
- Many sellers, each with its own process. A regional campaign across Singapore, Malaysia, Indonesia or the Philippines means several publishers, each with its own rate card, forms and contacts.
- Small budgets per market. A regional budget split across markets becomes a set of mid-sized deals, often too small for a sales team to prioritise.
- Different currencies, formats and rules. Every answer comes back in a different shape, and comparing them is manual work.
- Delivery reconciled late. Each side keeps its own numbers, and the gaps are found after the flight.
The result is familiar: premium inventory ends up sold through auctions, below what it is worth, and buyers who wanted it direct settle for what is easier to buy.
What agents change
- One brief, many sellers. A buying agent sends the same brief to every selling agent that matches, in every market.
- Answers in the same structure. Every plan comes back line by line, comparable at a glance.
- Mid-sized deals become worth answering. A selling agent answers in minutes, at the publisher's prices and within its rules, so the sales team keeps its time for the largest deals.
- One record per deal. Delivery is read against the confirmed plan by both sides, shortfall first.
What does not change
Relationships still matter for the largest deals, and people still confirm what commits money or inventory. Agents take the back and forth, not the decisions.
Where Oderra starts
Fanera, the selling agent from Oderra, is built for premium publishers first, streaming TV and audio included. Skopa, the buying agent from Oderra, sends one brief to all of them.