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MasterChef Singapore to be aired in English on Mediacorp’s Channel 5

MasterChef Singapore will now be aired on Mediacorp’s free-to-air Channel 5 in English, following further negotiations with Endemol Shine Group. This was because English rights were originally unavailable, said Mediacorp and GroupM’s Motion Content Group in a joint statement.

The show was initially meant to be aired in Mandarin on Mediacorp’s Channel 8, raising a mixed reaction online. Netizens debated on the issue raising arguments such as inclusivity, seeing that MasterChef is originally a show broadcast in English.

Following the changes, MasterChef Singapore’s nationwide casting call for contestants will be extended until midnight on 6 April 2018. The show is slated to premiere later this year, with judges and key sponsors to be announced at a later date. It will also be produced by Beach House Pictures.

“We are excited to be working with Endemol Shine Group to bring the MasterChef format to Singapore for the very first time. Since the casting call went out in February, we have been impressed by
the high levels of interest and passion from the public,” Steven Murphy, managing director, Motion Content Group, Asia Pacific said.

“MasterChef has clearly struck a chord with many and we are delighted to be able to premiere it on 5, the channel that brings people in Singapore together, as well as Toggle, our digital entertainment service,” Parminder Singh, chief commercial and digital officer, Mediacorp said.

In an earlier conversation with Marketing, a Mediacorp spokesperson said that Channel 8 was chosen in a bid to “reach out to the largest audience base in Singapore”. For non-Mandarin speaking audiences, the show will have subtitles in English, while translation services would be provided for contestants not fluent in Mandarin.

When asked about marketing and awareness initiatives, Mediacorp’s spokesperson said that MasterChef Singapore will have a “truly 360 perspective”. This is with a “dynamic emphasis on interactivity, digital, television and on-ground activities”, to ensure the brand connects with as many viewers and users as possible.

Since its debut, the MasterChef brand has extended into a huge range of commercial activities across multiple platforms including extensive publishing, consumer products, live events, travel, digital and B2B activities.

 

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