ConnecTechAsia Show Daily - Day 1, 2019 - 69

69

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Tuesday 18 June 2019 | Show Daily

MARINA BAY SANDS & SUNTEC SINGAPORE

Mediacorp - Staying Ahead of the Game
The Singapore media company is serving existing audiences and a new
generation of consumers...

I

n an ever-changing media landscape,
Mediacorp - Singapore's largest content
creator and national media network - never
loses sight of its purpose to serve all
audiences in Singapore. To do that, Mediacorp
is staying ahead of the game - a tough gig.
To thrive, not just survive, Mediacorp has
stayed agile, adaptable and collaborative,
while harnessing its storytelling and content
creation capabilities. It's also embracing
the ecosystem - competition and all - that it
belongs to.
Mediacorp's Chief Executive Officer Ms
Tham Loke Kheng explained: "Mediacorp
does not stand still or alone. We are actively
partnering an extraordinary ecosystem of
creativity, talent and innovation to serve our
existing audiences and a new generation of
consumers."
By being innovative in its content formats,
remaking the advertising space and forging
partnerships straddling the online and offline
spheres, Mediacorp is winning new audiences
through its terrestrial free-to-air, over-the-top
and online platforms.
Mediacorp's Chief Customer Officer Ms
Irene Lim shared: "The digital age has opened
up opportunities to serve our customers in
exciting new ways. Toggle, our flagship overthe-top digital entertainment service, has
become a fundamental pillar, together with
our TV and radio platforms, in Mediacorp's
drive to connect audiences with content that
matters to them, across platforms that are
most accessible to them."

Serving all audiences
Launched in 2013, Toggle has realized
the promising potential for Mediacorp's
innovation in the digital space to stay ahead
of consumption trends. One of which is the
boom in popularity of content on-demand by
younger audiences. The service offers live
and on-demand entertainment, sports and
news content across mobile devices, Smart
TVs, computers, Apple TV and Chromecast.
To consolidate its foothold in the digital
arena, Mediacorp inked a strategic
partnership with YouTube under the auspices
of the latter's Player for Publishers (PfP)
program. With this ally on board, Mediacorp
extends its reach by hosting content produced
by two flagship platforms, CNA and 8World,
on their YouTube channels.
The Mediacorp-YouTube alliance provides
YouTube with great content that enriches the
lives of their users. Clearly a win-win for two
companies competing for eyeballs and ad
dollars.

Mediacorp's
Chief Executive Officer
Ms Tham Loke Kheng

Similarly, knowing what content people
consume and how they are consuming it is
helping Mediacorp improve the experiences it
offers consumers.
"We place great importance on knowing
our consumers using data insights and
analytics," added Mr Singh.

Going broad with partnerships

"We're glad to welcome Mediacorp as a PfP
partner in Singapore. Tailored to the needs of
the media industry, PfP's goal is to reduce
complexity, increase reach and revenue
potential. It adds to Mediacorp's multiplatform
offerings while providing YouTube users with
more great content that will educate, excite,
engage and inspire YouTube audiences
globally. We hope that our technology will
provide a solution as one of Mediacorp's
movements to reach larger audiences,"
says YouTube's Regional Director, YouTube
Partnerships, Mr Ajay Vidyasagar.

Tackling advertising's
biggest problem
In the domain of advertising, Mediacorp has
been innovating and devising revolutionary
solutions to the dilemma faced by marketers
today: Whether to invest their advertising
dollar in mainstream or digital media, no
thanks to the perceived enhanced efficacy of
digital advertising vis-à-vis TV or
radio advertising.
Mediacorp adopted the targeted
cost-per-thousand
(CPM)
metric - normally used in the
digital media space - to measure
the effectiveness of TV ads.
This approach allows clients to
compare the effectiveness of
advertising over TV and digital and
make better informed choices.
This was on top of two other
improvements announced by
Mediacorp: Firstly, by radically
restructuring its TV advertising

rates to make them more competitive and
cost effective; and secondly, by introducing
all-in-one transmedia master contracts
which give clients the flexibility of deploying
their budget across TV, Radio, Digital and
Out-Of-Home media, thereby leveraging
multiple advertising opportunities to suit their
changing needs.
"The revised rates give us greater flexibility
to do transmedia advertising so that we can
reach out to our targeted consumers," says
Managing Director of Simmons (Southeast
Asia) Pte Ltd, Mr Casey Teh.
"With our new transmedia solutions,
advertisers can embark on campaigns with
greater confidence and focus on achieving
results without worrying about being tied to
specific media platforms. At the same time,
we are confident that our clients will get
significantly bigger bang for their buck," said
Mediacorp's Chief Commercial and Digital
Officer Mr Parminder Singh.

YouTube wasn't the only partner that
Mediacorp announced within the first few
months of 2019. New partners include:
1) Wattpad, a global multiplatform
entertainment company for original stories.
Together, the companies will adapt scripted
series and films for Mediacorp's digital
entertainment destination, Toggle, and freeto-air platforms;
2) Spackman Entertainment Group, one of
Korea's leading entertainment production
groups. This first-ever co-production between
Mediacorp and Spackman will bring forth
powerful storytelling, talent and mix of
familiar and fresh faces from Korea and
Singapore;
3) VICE, the world's leading youth media
brand and content studio. The collaboration
will bring a raft of original VICE digital and TV
content to a new Singapore audience.
"Some of the best ideas are ignited when
creative minds come together. We are excited
to work with Wattpad, Spackman and VICE,
and look forward to co-creating superior
content by harnessing the best of what each
of us brings to the table," said Mediacorp's
Chief Content Officer Ms Doreen Neo.
Specifically, the latter collaboration is the
latest in the Mediacorp Partner Network
(MPN) - an initiative that brings Mediacorp
together with best-in-class partners to deliver
a richer experience for consumers and
advertisers in Singapore. To date, the MPN
already partners Mediacorp with industryleading brands such as ESPN, Edipresse
Media and 99.co.
Take it from Ms Tham: "Our message is
loud and clear: Mediacorp is looking for
like-minded partners who share our
passion for storytelling, creativity
and quality. We seek partnerships
across content, platforms and
advertising
solutions
which
inspire our audiences and provide
advertisers with solutions that make
an impact. If you're raring to create
something great together, come
speak with us; our doors are always
open."
www.mediacorp.sg/en/
YouTube's Regional Director,
YouTube Partnerships, Mr Ajay Vidyasagar
with Mediacorp's Chief Commercial
and Digital Officer Mr Parminder Singh
http://www.99.co http://www.mediacorp.sg/en/
ConnecTechAsia Show Daily - Day 1, 2019

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