Can anyone remember a time when curiosity ran this high about what’s happening at Discovery in Asia? Yes? When? No? Me neither. Why? For lots of reasons, led by what Arthur Bastings, seven months into his role as Asia-Pacific president/managing director, is up to and whether it – whatever it turns out to be – will work.

What he’s up to and why is relatively easily answered. Bastings, who joined the regional operation in September last year, has already lit a fire under Discovery teams everywhere in Asia. His wish list is ambitious: leadership, innovation, energy, 12-out-of-10 people curious about the world around them for whom linear television is part of a much, much, much bigger and more connected entertainment universe. The new Discovery “is not about being non-linear,” he insists. “It’s about being linear plus plus plus.”

Whether it’s working, not so easy to work out, because, right now, Bastings and the lost-mojo organisation he inherited are at step one, maybe two of the new Discovery and there’s no telling. Bastings is the first to admit he doesn’t have all the answers – yet. “Ultimately it’s about aligning with the opportunities, challenges and trends in the market,” he says. And pulling together a team able to make the magic happen.

At the top of the list of things that make his eyes light up is convergence between telecoms, online and content “and with that the opportunity for multi-platform content and multi-platform consumer products”.

Bastings talks about fundamental shifts, from programming a network to curating experiences across platforms and using data to shape products. “This will ultimately lead to a revolution in customer engagement and product development and how we structure relationships with advertisers,” he says.

What he won’t do is go into last year’s big industry talking point: Discovery’s decline in Asia from (unconfirmed) highs of US$160 million profit a couple of years ago to about US$90 million last year, the two-year leadership vacuum that preceded his arrival, and an organisation that, after more than two decades in the region, lost its way and more than a little of its content integrity.

Looking ahead, the first rounds of housekeeping are done. The regional HQ has been right-sized, many of the roles shifted in-market. Discovery’s official line is that 25 people exited; others say that could be closer to 80. Whatever, the message is clear, and the call for new blood is loud.

Basting’s new structure divides Discovery Asia Pacific into four macro regions – Australia/New Zealand, Southeast Asia, North Asia and South Asia – all of which are driven by different trends. “At this stage we are a pay-TV company,” he says. The two pay-TV regions still growing are South Asia on a fast double-digit clip and Australia/NZ at a high single-digit clip. Southeast Asia and North Asia have, to a large extent and for everyone, stalled in pay-TV terms.

Bastings has, perhaps, controversial views on the future of linear. Will non-linear viewing replace or complement linear TV? He is betting on replacement for the under-35s. But, he insists, “this is not necessarily a worry for the industry. I see this as a great opportunity for distributors to look at their platform strategy in a seamless, easy and simple way”.

The shift to digital is most pronounced in North Asia – China, Japan, Taiwan – underpinned by infrastructure development, including 5G. “With that comes a very strong penetration of more sophisticated devices that make the consumption of content much easier and more interesting,” he says. What will Discovery look like in those places? Watch this space...

In markets where pay-TV penetration drops, his questions shift. “Is there a generation of people who will skip TV altogether and will ultimately live with a combination of terrestrial and online?” What will the new Discovery look like in those places? Watch this space...

Along with transforming Discovery into all things multi-platform, Bastings’ vision is about new energy on every level everywhere. “One can overthink dreams,” he says. “Ultimately, people just want to work for a hot, happening place, that’s it”. He has a bigger dream, one that gives Asia a more significant global voice, transforms the operation here into “a beacon in the broader Discovery world”.

Published on ContentAsia's Issue One 2016, 23 March 2016