IMDA and STB launch SG$10m fund to support films and shows shot in Singapore

In a bid to inspire travel to Singapore through TV and film, the Infocomm Media Development Authority (IMDA) and Singapore Tourism Board (STB) will launch a SG$10 million Singapore on-screen fund, according to a joint release by IMDA and STB.

The joint fund will support international media and entertainment (M&E) partners in producing TV and film projects that reach global audiences, and shine the spotlight on Singapore as a destination. It will also provide opportunities for local media enterprises and talent to work alongside global M&E partners in creating content for international audiences, according to the statement. 

Currently, international media conglomerates, major streamers and studios that have consistently delivered popular content for the global market will be invited to apply for the fund.  Project proposals will then be evaluated based on distribution and markter reach as well as content concept and creative merit, opportunities to feature Singapore’s offerings and experiences, and the number of local talents involved in credited roles.

Don't miss: STB enhances Haji Lane tourist experience with Snapchat's AR tech

“The Singapore On-screen Fund provides more opportunities for our home-grown media enterprises and talent to collaborate with their international counterparts to hone their skills and gain valuable experience on projects that target the global audience," said Justin Ang, the assistant chief executive of media, innovation, communications and marketing at IMDA. He added that this exchange of capabilities through direct involvement in such projects will boost the credentials of our local media industry. "We hope that such collaborations will showcase to the world Singapore’s capabilities to take on large-scale productions on the global stage," he said.

Adding on, Chang Chee Pey, the assistant chief executive of the marketing group at STB noted that keeping pace with a changing digital landscape and increased demand for authentic and entertaining content, branded entertainment is a key focus of STB’s marketing strategy. "The Singapore on-screen fund allows us to tap the deep storytelling expertise of global media and entertainment players in a more purposeful way, showcasing Singapore through a fresh lens as travel demand recovers,” he said.

With the surge in entertainment content during the pandemic, the fund also aims to ride on that momentum to kickstart more projects that profile the destination and support industry development.

“Singapore has many surprises to offer as a filming destination. The compact city is home to a wide range of striking architecture and rich, diverse cultures, while providing a safe and trusted working environment," said Jasmine Ng, the president of the Singapore Association of Motion Picture Professionals. She added that over the years, Singapore has also built up a highly-skilled media talent pool with a portfolio of quality, globally-oriented projects. The Singapore on-screen fund will help to grow collaboration opportunities with global media and entertainment companies, giving rise to more avenues for local media talent to be involved in internationally renowned works, said Ng.

The Singapore on-screen fund will support selected projects by key M&E companies, which must be set in Singapore and launched before the first quarter of 2027. Successful projects will receive funding support of up to 30 per cent of qualifying costs related to featuring Singapore, including production and marketing costs, said the statement. 

This comes after a slew of successful shows such as Crazy Rich Asians, Westworld season 3 and K-drama Little Women were filmed on Singapore's shores.

As STB works to put a spotlight on Singapore in an attempt to lure tourists, it is also working to enhance visitors’ experience at tourism hotspots through a strategic initiative with Snapchat to leverage Augmented Reality (AR). 

The collaboration looks to enhance visitors’ experience and destination story-telling and drive discovery of local shops and businesses among Snapchat’s audience base which reaches over 75% of 13 to 34 years-old in over 20 countries. 

This initiative with Snapchat is part of STB’s ambition for Singapore "to be a living lab that powers the future of travel" and a launch pad for global companies to partner on tourism applications, said the company in a press release.

Beginning with a pilot in Haji Lane - Singapore’s tourist destination, STB and Snapchat will be unveiling a host of five AR experiences at the location with a variety of ways to use AR, from games to polls to sharing of trivia information. These AR experiences utilise Snapchat’s “Custom Location” lens technology, built upon existing, real-world infrastructure with digital effects. The lens lets users explore the site in a whole new way, with interactive AR content that brings the history and culture of the area to life. To activate the AR Lenses, visitors can scan a Snapcode (QR code) placed right in front of each location through the Snapchat app.

Related articles:
STB boosts tourism in SG with magical Disney Cruise set to sail in 2025
STB marketing chief Chang Chee Pey exits, replacement named
STB partners with Natgeo for exciting virtual exhibition showcasing Singapore to the world