Rainbow, Singapore's Media Development Authority in $20mn deal

CANNES: On the opening day of the television event Mipcom, Rainbow HD Holdings, Mega Media and the Media Development Authority of Singapore (MDA) have announced a partnership to create $20 million worth of HD programmes over the next three years.

All the programming produced under the partnership will air on Rainbow HD's Voom HD Networks. Rainbow claims that this is the world's largest and most diverse suite of HD channels.

Voom HD Networks co-GM Greg Moyer says, "This collaboration is significant for Rainbow in that it marks the company's first major international co-production effort which directly supports the launch of Voom HD Networks in the global arena. We have formed an important alliance today with a strong production partner that will help share the economic burden in bringing quality high definition programming to the world marketplace. By combining our resources, experience and talent, Rainbow, along with the MDA and Mega Media, are taking HD to the next level."

MDA CEO Dr. Christopher Chia says that the new collaboration will further add to the development of Singapore's thriving media scene. "Our growing expertise in next generation HD television production will complement the media infrastructure and talent pool that we have built up in Singapore and allow us to create further synergies. This new collaboration marks our commitment towards positioning Singapore not only a as leader in the production of quality high-definition programs but also as the natural choice for a full range of media activities."

Mega Media MD Jonathan Foo says, "We are very pleased to be part of this collaboration to develop HD programmes for the global market. We are confident that this collaboration will open up for Singapore-made content and expertise, to be showcased to the rest of the world."

All high definition programming created through the partnership will be jointly owned by Rainbow, Mega Media and the MDA, growing the programming distribution revenue potential of the organizations.

Mega Media which is a long-form media content provider and a production company in Singapore will provide production and post-production expertise and facilities in Singapore.

Rainbow Media recently launched Voom HD Networks as a stand alone HD content service, targetting the significant programming void within the marketplace. The move expanded Rainbow Media's programming footprint beyond cable and VOD by providing a third tier of content specifically designed for HD.

Voom HD Networks will focus on producing original HD programming, maintaining a library of HD content, investing in key HD acquisitions and creating a diverse collection of valuable niche-oriented brands.

The MDA was created to make Singapore a global media exchange for media products and services. The MDA was formed by the merger of the Singapore Broadcasting Authority, the Films and Publications Department, and the Singapore Film Commission (SFC) a couple of years ago.

The setting up of MDA was in response to the convergence of different media that requires a consistent approach in developing and managing the different forms of media. Various initiatives, developments and standards for television, film, video, radio, publication and new media are handled by the MDA. The organization makes its guidelines clear and consistent across all the media so as to create a pro-business environment.

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