Grab strikes new deal with Mediacorp to handle content and media assets

Mediacorp and Grab have struck a content and media partnership which will see the former managing Grab’s fleet-based media assets. This is with the aim to create new revenue opportunities for private-hire car drivers, who can choose to dress their cars with Grab’s in-car tablet or other fleet-based media assets, such as car wraps and in-car hangers, for additional income.

The partnership is an extension of Grab’s advertising programme to enable more drivers to earn passive income, on top of the fares collected through Grab rides. The programme which started in March 2017 has already generated more than SG$300,000 collectively for participating Grab drivers, the statement read.

The move also looks to set a new benchmark for in-car experience for Grab passengers and create more income opportunities for Grab drivers in Singapore. This will see both companies co-creating tailor-made content for in-transit viewing on Grab’s in-car tablets as well as Mediacorp’s suite of platforms and distribution network. This will allow Grab passengers to access content for free while en route to their destinations. This includes short-form dramas, sitcoms, variety shows and headline news.

In addition, Grab’s drivers and passengers will get the opportunity to be featured in special content series and attend events alongside Mediacorp’s artistes and personalities.

“The partnership with Grab is focused primarily on creating a better in-car experience for the Grab customer. The team at Mediacorp are excited to work with Grab to make this happen through our personalities and content, using formats which are well suited for in-transit viewing,” Tham Loke Kheng (pictured bottom left), CEO, Mediacorp said.

“Our partnership with Mediacorp will enable us to enrich the in-car experience for our passengers through high-quality content as well as create more income opportunities for drivers. We look forward to working closely with the Mediacorp team to deliver on our promise to out-serve our customers,” Lim Kell Jay (pictured bottom right), head of Grab Singapore said.

The move follows ComfortDelGRo's Moove Media recent partnership with IDOOH, in-vehicle platform provider to upgrade the in-taxi entertainment screens of ComfortDelGro. This saw the installation of a total of 3,000 ComfortDelGro taxis with new screens to offer passengers in-vehicle content. The move was in line with the group’s commitment towards incorporating technology into its operations.

In February, Mediacorp ended its contract with the Land Transport Authority which gave it access to 1,459 bus shelters across Singapore, a contract which went to JCDecaux SA for a period of seven years. This followed a tender LTA held in August last year.

The ride hailing platform has also partnered with global sports media property ONE Championship (ONE) ahead of its ONE: UNSTOPPABLE DREAMS event. As part of the partnership, ONE and Grab Singapore will be holding two local contests inviting all in Singapore including Grab passengers, drivers and merchants to pledge their support for MMA fighter Angela Lee for a chance to meet-and-greet the champion as well as to participate in an exclusive training session with her.

“Lee is truly a role model for all of us at Grab - the focus, determination, tenacity, and courage it takes to pick yourself up after a fall and face a formidable opponent, is something we can certainly resonate with and greatly respect. As she faces this epic battle ahead, we're excited to rally the nation behind her as she gears up to defend her title, and at the same time, delight our customers with more exciting and rewarding experiences via GrabRewards,” Grab CEO and co-founder, Anthony Tan, said.