IMDA commits SG$200m to turn Singapore content into global brand IP

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Singapore is placing a SG$200 million bet on content as a global branding and commercial engine, with the launch of the Infocomm Media Development Authority’s (IMDA) new Talent Accelerator Programme (TAP). TAP is aimed at developing original intellectual property, strengthening co-productions, and scaling the international distribution of “Made-with-Singapore” stories.

Announced at the opening of Asia TV Forum and Market 2025 yesterday (3 December), the three-year initiative is designed to support the full media value chain from ideation and development to production, marketing, and global distribution, marking a sharper commercial and marketing-led approach to how local content is taken to market.

At its core, TAP formalises how Singapore positions its creative talent and IP for export. The programme introduces structured development pathways for professionals across film and television, spanning three key stages: development, production, and distribution.

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At the front end, IMDA will match makers, writers and studios with what global commissioners and buyers are actively seeking, alongside mentorships and masterclasses focused on story development, pitching, deal negotiation, financing models, distribution planning and IP ownership structures, signaling a stronger emphasis on commercial viability, not just creative output.

Meanwhile at the production stage, IMDA will co-fund regional and global co-productions across scripted, unscripted and screen adaptations, reinforcing Singapore’s ambitions to be a regional co-production hub.

Crucially for marketers, TAP also introduces a new distribution and marketing pillar. IMDA will elevate the profile of Singapore content, talent and production companies through a dedicated in-house marketing team, alongside a structured marketing fund to boost international visibility for selected projects.

“In a fast-changing media landscape where audiences have more choices and AI is disrupting how content is produced, the government is committed to support our sector and professionals adapt and remain relevant and competitive,” said Tan Kiat How, senior minister of state for digital development and information and the ministry of health.

“The SG$200 million Talent Accelerator Programme is a major investment to ensure that 'Made-with-Singapore' content stands out on the international stage," he added.

In tandem, Yvonne Tang, assistant chief executive of the media industry group at IMDA said "IMDA is building a robust ecosystem where international partners see Singapore not just as a location, but as an essential creative collaborator. We believe that Singapore talent can hold their own alongside the world's best.”

The move reflects a broader shift in how governments are thinking about content as both cultural currency and commercial export, as global platforms intensify competition for distinctive IP with cross-border appeal. It also dovetails with Singapore’s growing slate of international partnerships, including its recent unscripted collaboration with Warner Bros. Discovery.

More details on applications under TAP are expected to be released in the first quarter of 2026.

IMDA’s investment in TAP is not an isolated move; it builds on an existing ecosystem of co‑production funds, digital‑capability support, destination‑branding via content, and global partnership facilitation. In 2023, the statutory board and Singapore Tourism Board (STB) partnered on a SG$10 million "Singapore on-screen fund".

The joint fund aimed to support international media and entertainment (M&E) partners in producing TV and film projects that reach global audiences and shine the spotlight on destination Singapore. These projects provided opportunities for local media enterprises and talent to work alongside global M&E partners in creating content for international audiences.

Past collaborations included romantic comedy Crazy Rich Asians in 2018, K-drama Little Women in 2022 and sci-fi hit series Westworld season 3 in 2010.

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