Caught between the need to preserve its brand identity and attract new markets, HBO Asia believes original productions may give them a way forward.

The trick is producing something that appeals to viewers but lands within available budgets.

Serangoon Road, HBO Asia’s first original drama series is set in tumultuous 1960s Singapore.

“The big question for us is whether we try to do season two or if we move on to something else,” says HBO Asia CEO Jonathan Spink.

Co-produced with Australia’s ABC TV, 10 episodes have been shot.

The drama was shot at Infinite Studios’ Batam, Indonesia facilities and on location in Singapore, with support from Singapore’s Media Development Authority.

Spink says this is a learning process, stretching back to HBO Asia’s production of the horror film Dead Mine in 2012, a rare theatrical release for HBO. While Spink says the film was well received by enthusiasts, it did not generate significant profit.

HBO Latino has produced a number of commercially successful original shows, leveraging commercial opportunities across Spanish language markets in the Americas.

Happy medium

The challenge for Spink is to replicate the quality associated with the US productions that have become household names, such as Game of Thrones and The Sopranos, on a budget well below that of his US counterparts.

Game of Thrones is estimated to cost an average of US$6 million per episode, while the 11 episodes of Serangoon Road are rumored to cost about US$1 million per episode.

While HBO’s Asian audiences may expect comparable quality, comparable budgets are not an option.

“We would certainly like to produce the next series for less money than this,” Spink says. He is looking for a “happy medium” between the low budgets used for local Asian TV productions and the much higher budgets associated with US and European productions.

HBO in the US can spend more because of the high viewership and because of its long tail windowed content across territories and platforms.

Making decisions

Co-producing the series reduces the cost burden for HBO Asia, but it also complicates decision-making. While Spink describes the partnership thus far as “relatively smooth,” he adds that coming to consensus on a second season will be “problematic.”

Serangoon Road aside, HBO Asia is already at script stage with another series and has commissioned writers for an additional four-part series.

“There are a lot of stories out in the region. Hopefully, we will be able to pick and choose the best” says Spink.

HBO Asia is exploring financial incentives with additional territories in the region.

“We are not in the luxurious position of producing 10 series each year, comments Spink, “but we are going to build it up slowly.”

Serangoon Road debuted Monday, September 22 across the region and will end Tuesday, December 31.