LONDON: BT Broadcast Services (BTBS) which claims to be the world-leading supplier of bespoke global broadcast solutions has announced its first-ever move into the Asia Pacific region with a new dedicated operation based in Singapore.

Servicing clients that broadcast ethnic shows to the Chinese and Indian communities around the world in addition to those looking to transmit British and US content into Asia. BTBS Asia Pacific has completed its first project with Celcom, Malaysia's premier telecommunications service provider, to carry content for the recent Formula One 2003 in Malaysia.

An official release informs that for the first time ever, BTBS enabled footage to be taken directly from the Formula One circuit itself and beamed via satellite to the BT ISDN port in the UK. BTBS MD Mark Smith said: "The Asia Pacific region covers 29 countries, stretching from Australia to Korea and Taiwan to Pakistan, and is becoming an increasingly important area for broadcasters.

"The demand for European programming, such as sporting events and soap operas, is growing, whilst there is a greater need than ever before for Asian content to be transported globally. The Celcom Formula One deal is a significant client win, and a great step towards our aim of developing the region into a broadcast hotspot and further strengthening our presence worldwide," adds Smith.

Celcom Group CEO Ramli Abbas said: " Through its initiatives in the Asia Pacific region, BTBS offers Celcom an opportunity to provide a range of innovative and integrated communication solutions within the areas of TV broadcasting.

"BTBS' entry into the Asia Pacific region will lead to the enhancement of Malaysia's broadcast and telecommunications industries. This partnership with BTBS provides Celcom yet another platform to share its capabilities beyond Malaysian shores," adds Abbas.

BTBS provides a comprehensive range of terrestrial and satellite based multimedia transmission solutions as well as systems integration, content and customer management services.