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MUMBAI:
Singapore's MediaCorp will be launching dedicated television
channels for Indians and children.
The
company says that this makes it one of the largest Asian media
companies by way of free-to-air broadcast offerings.
Targeted for launch in the fourth quarter of 2008, Vasantham
will provide wholesome family-based entertainment programmes,
locally produced long-form serials, reality-based and talk
shows. Tamil news and current affairs programmes will be strong
anchors. It will serve the growing Indian community in Singapore.
Vasantham
viewers can look forward to Indian-language programming increasing
from the current 29 to 65 hours each week. The programmes
would include some non-Tamil language shows from time to time.
Lim
Suat Jien, who is the MediaCorp TV12 MD which runs the special
interest channels says, "We're acting on invaluable feedback
from Indians living in Singapore on how they look forward
to their own dedicated channel with a local flavour."
The
channel targeting children will be introduced when the current
Tamil language programming on MediaCorp's Central TV channel
migrates to Vasantham.
Then,
Central will be positioned as an English channel with children
as its main focus -- with programmes for pre-schoolers and
their caregivers in the morning, for primary school students
in the afternoon, and for teenagers and young adults in the
evening.
From
the late evening, Central changes pace with offerings of top-notched
lifestyle programmes, cutting-edge local productions, world-class
documentaries, arts performances and anime for more mature
audiences.
Lim
adds, "We are excited by the new line up on Central,
which will reinforce our lead in children's programming. Right
now, Kids Central is already the most-watched children’s
channel in Singapore. With more programmes to offer, we're
confident we will win over even more viewers. Few free-to-air
broadcasters offer so many kids programming hours, and we're
proud to be leading the charge."
The
other MediaCorp TV channels will also be strengthening their
programming this year.
Channel
5 will be expanding its range of locally produced content
with the introduction of new genres such as long form dramas
and reality shows based on home-grown scripts. With the roll-out
of HD5, viewers will be able to catch the telecast of the
2008 Beijing Olympic Games on a dedicated High Definition
channel. In the new media space, Channel 5 will be launching
its Mobile 5 service, for viewers "on the go".
Channel
8, the flagship Chinese family entertainment channel with
its distinct Singapore flavour, will be offering a wide range
of mass appeal, home-grown programming with multi-generational
appeal. Some of the titles are Love Blossoms, Little
Nonya, Record Breakers and Idol Mum.
Channel
U will be ramping up it offerings to engage young audiences
and working adults, like Campus Superstar 3, SuperBand
2, Destination: Most Wanted, Find Me a Singaporean
2 and U Are The One.
Complementing
local shows, the channel will be scouring Asia for a variety
of quality programmes. Channel NewsAsia meanwhile will be
stepping up on audience interactivity with and participation
from Asia. It will be tapping the growing band of "citizen
reporters" who have been sending in their video clips
and first hand accounts of events via their mobile phones
or video recorders. The channel is also using programmes like
BlogTV to encourage viewers to post their comments "live"
on air.
Suria
will inject its popular local productions with more interactive
elements, and increase its locally produced dramas such as
Mandai United, Satu Jam and CMYK that feature home-grown talents.
Suria will also continue to work closely with the various
Malay organizations such as KGMS, 4PM, Mendaki, TAA, and many
others.
MediaCorp
CEO Lucas Chow says, "Our TV channels dominate audiences
in Singapore, accounting for 70 per cent of total viewing
in Singapore. We’re not resting on our laurels though.
We must keep delivering valued content to our audiences. This
is our mission and we take it very seriously. MediaCorp continues
to come up with fresh ideas, formats and content that are
relevant to people.
"Through
our programming, we provide audiences with a window to our
society and our world at large. Some of the new content will
come via our strategic partnerships in the region such as
Indonesia, Vietnam and China, where we have invested in various
media companies.
"
The thrust for this year doesn't stop at MediaCorp's TV offerings.
On the newspaper front, Today, Singapore's second most read
newspaper, will be growing its circulation significantly,
while our stable of 13 FM radio stations has expanded into
24-hour transmission. Our magazines are leveraging on MediaCorp’s
other media platforms to deliver more than just print.
"
Recognition and online traffic are growing rapidly for new
initiatives like mocca.com. Despite the softer economic outlook,
we're confident of growing our revenues further this year
as advertisers see increasing value in our multiple media
platform offerings."
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