Our Staff

The Asia Video Industry Association (AVIA) secretariat manages the day-to-day operations of the association. Led by Chief Executive Officer, Louis Boswell, our staff is structured into teams as below.

Louis Boswell
Chief Executive Officer
Louis Boswell is the Chief Executive Officer of the Asia Video Industry Association. As CEO, his remit is to lead the industry through championing all broad based initiatives that result in a more vibrant and healthy video ecosystem. This includes being at the forefront of industry research, supporting evolving business models, understanding the role of technology, representing the industry in conversations with regulators and taking a leading role in eliminating piracy.


Clare Bloomfield
Chief Policy Officer
As Chief Policy Officer, Clare Bloomfield represents the combined positions of AVIA’s members and engages in constructive policy-related dialogues with governments so they may better understand the curated video industry and foster an environment of support for the growth of the industry. Clare will also look to develop and execute policy initiatives and research relevant to the video industry, in consultation with, and on behalf of, AVIA member companies. Clare joined AVIA in September 2017 having previously worked as a UK diplomat. Her previous postings as a diplomat include the British Consulate-General, Hong Kong, Washington DC, Slovakia, Ghana and Pakistan.
Shahira Caffoor
Director of Policy and Research
As the Director of Policy and Research at the Asia Video Industry Association, Shahira keeps up to date with policy and regulatory changes in the region that affects our members and collates the best practices in the industry. She also oversees the quality of research conducted for reports and publications by the organisation. Prior to joining the association, she worked in various startups and companies where she focussed on conducting research for content regulation and performing risk assessments.


Matthew Cheetham
General Manager, CAP
The General Manager of AVIA’s Coalition Against Piracy (CAP), Matthew Cheetham is a qualified lawyer specializing in intellectual property (IP), more specifically copyright protection. AVIA represents the major video industry players in Asia Pacific (APAC) and as General Manager of CAP Matthew oversees all CAP anti-piracy efforts for its members. Matthew has over 20 years’ experience working in APAC for some of the largest content producers in the world. Prior to taking up his role at CAP, Matthew worked as the Premier League’s Head of Business Affairs, APAC.


Anjan Mitra
Executive Director, India
Anjan leads AVIA’s India initiatives and represents the interests of the organisation’s member companies active in India’s pay TV and related telecoms and new media sectors. Before taking his current post, Anjan, with a journalistic background of over 20 years, was the Executive Editor of India’s largest media portal, IndianTelevision.com.


Gregory Ho
Senior Advisor
As Senior Advisor, Greg’s remit includes leading the curation of AVIA events and conferences as well as membership development and engagement. Prior to joining AVIA, he has held leadership roles in Corporate Communications & PR, Marketing, Advertising Sales, Distribution, Research, Network Management and Operations with media and entertainment conglomerates Warner Bros. Discovery, Sony Pictures Entertainment, CNBC Asia and Mediacorp Singapore.
Adela Chen
Director, Events
A seasoned event organiser, marketing and PR specialist, Adela has more than 15 years of experience in sports media, broadcasting and digital entertainment. Her experience in running live NBA games, sponsored events, press conference and the biggest scale B2B2C event in Asia has allowed her to forge a path in the creative services industry.
Vanessa Li
Senior Manager, Events


Charmaine Kwan
Head of Marketing and Communications
Charmaine heads up Marketing and Communications for AVIA across all platforms, events and member services. Prior to joining the Association, she was the Vice President and Head of Products at Discovery Networks Asia overseeing Content, Creative Services, Production, Marketing and Communications.
Tan Teck Wee
Executive, Marketing and Communications
With a passion for digital marketing, Teck Wee is involved with all elements required to deliver partnerships including marketing campaigns (both online and offline), operations and fulfilment.


Tammy Choy
Head of Administration
Tammy is responsible for member liaison at AVIA as well as keeping the Association on financial track and ensuring the smooth operation of the office overall. A keen globe-trotter, Tammy gets away from it all by travelling and cooking.
Suki Yip
Assistant Accountant
Suki provides accounting assistance to the Head of Administration and Executive Office including financial reporting, analysis and reconciliation and the development of financial systems. An animal lover, Suki is proud parent to Pippy and Sam-Tung, her dog and cat.