COLOGNE — Advertisers expect an extension of quotas governing television content to soon encompass online video, dampening digital advertising prospects.

“There will be a big change in the video landscape in China in the coming months,” Xaxis Asia-Pacific MD Michel de Rijk told Beet.TV in this video interview at DMEXCO.

“The Chinese government steps in pretty frequently when it comes to TV. You’re not allowed to show too many entertainment programs around prime time. They haven’t done that on OTV (online TV) yet – but the expectation is they’ll step in there pretty soon.

“The platform players will suffer from that – they will need to show a lot more local content, which makes it less premium for advertisers.”

De Rijk says all 30 Asia-Pacific markets in which Xaxis operates are different, and challenging: “Massive inventory issues in Australia, very performance-focused in countries like India and lack of local inventory in South-East Asia.”