CASBAA, MDA announce training programme for media professionals

SINGAPORE: The Cable and Satellite Broadcasting Association of Asia (CASBAA) and the Media Development Authority of

Singapore (MDA) on 17 November signed a Memorandum of Understanding to launch a new initiative by CASBAA called the CASBAA Media College early next year.

The MOU was signed by CASBAA chairman Marcel Fenez and MDA chairman Dr Tan Chin Nam.



According to an official release, media-specific training courses to be conducted by the CASBAA Media College will cater for young professionals employed within the broadcast media industry. It aims to groom and enhance the skills sets of existing sales and marketing executives and also to expose management executives from other functional areas to different aspects of the media industry. The programme is open to both CASBAA and non-CASBAA member organisations from Singapore and around the region. CASBAA has committed to permanently base the CASBAA Media College in Singapore.

"Asia's pay-TV industry is growing rapidly and with it the demand for skilled staff who understand the business. CASBAA has developed this new training programme to arm young executives with the skills and knowledge they need to become well-rounded media professionals," said Simon Twiston Davies, CEO, CASBAA. "Singapore is an important media hub so it's logical for us to base the CASBAA Media College here," added Twiston Davies.

"In addition to endorsing the programme, the MDA is throwing its weight behind the initiative by providing financial support to eligible participants or their sponsoring organisations under the MDA Capability Development Scheme," said the agency's Chief Executive Officer, Lim Hock Chuan.

"We are pleased that CASBAA has taken the initiative of implementing this training programme. The MDA is happy to support the programme as part of our drive to raise the standards and skills of media professionals here and grow

Singapore into a vibrant global media city under the Media 21 blueprint. We intend to partner more industry players in such joint efforts to raise the standards of media practitioners and talents."

The CASBAA programme has been designed and will be conducted by training specialist Wayne Lotherington, the principal of Allsorts Creation, with individual modules provided by senior industry figures drawn from within the Association and directly related industries. Six media-specific modules will be covered in the programme, namely, Media Selling; Presentation; Media Negotiation; Media Leadership & Account

Management; Strategic Thinking; and Creative Thinking. The first intake will commence in early 2004.

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