Asia’s content industry moves into 2016 with a clear view of life beyond linear and of the irreversible march to multiscreen. Are the platforms, channels and programmers we’ve come to know and love over decades up to the task? Some are. Others not so much. All believe though that, come hell or high water, they will figure out this high-disruption market with new players, fresh ways and alternative thinking around every corner.

A sticking point right now on the path to video nirvana is the consumer experience in the post-linear universe. “Confusion will reign supreme until the consumer experience becomes as easy as old-style linear TV,” says Marcel Fenez, chairman of Asian pay-TV association Casbaa and senior advisor to PricewaterhouseCoopers’ global entertainment and media sector.

Fenez predicts a period of increased confusion followed by clarity and success stories. “The push towards innovation inevitably involves success and failure,” he says, adding that over time it will become clear where the successes are going to be and the current clutter will give way to a more streamlined marketplace.

Meanwhile, the world’s content creators and distributors are welcoming the slew of new digital platforms, many of which have started paying real money for rights. Legitimate SVOD offerings are emerging, some standalone, others as part of the effort of established pay-TV platforms to future proof their offerings. Overall, most platforms in Asia are strengthening their services – or trying to – in one way or another. Content creators report increasing activity across all genres. Local production is up and the quest for relevance – both geographic and demographic – is ongoing.

Here’s what else channel bosses told us* about the most important influences on Asia’s TV industry in the next 12 months...

"It’s more a case of ‘who’ than ‘what’. Undoubtedly, this is the year of the consumer. They will have even more choice – and power – than ever before.”

Ricky Ow, President,Turner International Asia Pacific

"OTT services, whether stand-alone platforms or additional services by existing pay-TV platforms, will have a tremendous influence in the direction of our industry in the coming year.”

Todd Miller, CEO, Celestial Tiger Entertainment

“For DW, 2016 will be a year of not only expansion, but solidification as well. Content and brand will be more dynamic than ever before – the ability to constantly engage your audience in a meaningful and consistent way, beyond TV, remains the single most important influence on Asia’s television industry in the next 12 months.”

Petra Schneider, Director Distribution, Deutsche Welle

"We are operating in an evolving media landscape where consumers are demanding more personalised, shareable content. Although television still remains the primary platform, multiple screens and access points have become increasingly important to drive engagement and viewership.”

Mark Whitehead, Executive Vice President and Managing Director, Asia, Viacom International Media Networks

"Being able to provide stellar content for the audience to view wherever and whenever they want and made available direct from the U.S./U.K.”

Jonas Engwall, CEO, RTL CBS Asia Entertainment Network

“High quality local productions and popular North Asian content will be the key drivers for the industry this year.”

Hui Keng Ang, Senior Vice President and General Manager, Sony Pictures Television Networks, Asia

"Now more than ever before, content owners, channel providers and pay-TV operators need to come together and work aggressively to deliver solid must-have content, in simple, affordable and wider packages. Embracing better catch-up, on-demand, OTT and TV Everywhere experiences on multiple devices will be key for all of us in the eco-system. Branded destinations with a clear proposition that satisfy consumer needs will also remain critical for our future.”

Avi Himatsinghani, CEO, Rewind Networks

"A combination of exclusive local content and the best international content will be the most powerful tool.”

Arnaud Verlhac,Director of Worldwide Distribution, Euronews

* Excerpts from ContentAsia’s directory, The Big List 2016, published in December 2015

This article originally appeared in ContentAsia's print issue published on 20 October 2015.