Mediacorp confirms Oliver Chong's role, also hires lead to build Indian audience

Mediacorp has confirmed that Oliver Chong will join Mediacorp as head, consumer marketing, reporting to CMO Debra Soon. Marketing first broke the news in June about his move to Mediacorp, but Mediacorp had then declined to comment. In a statement to the press, the company has now revealed that Chong will assist Soon in creating a coherent marketing strategy that unifies the branding of Mediacorp and wide range of properties and assets to consumers.Meanwhile, Sabanitha Shanmugasundram has been appointed as head of Indian audience, reporting to chief customer officer Irene Lim. Shanmugasundram will lead the company’s efforts to grow its audiences and revenue in the Indian segment by developing effective programming and content integration strategies across its video, audio and digital properties.Shanmugasundram brings with her 25 years’ experience in the media industry and performing arts. She was with Mediacorp from 2006 to 2013, last as programming head for Vasantham. In the last three years, Shanmugasundram was director of creative services at a media consultancy, providing consulting services for the launch and rebranding of broadcast networks in Asia.Before that, she project-managed a number of dance productions commissioned by Esplanade - Theatres on the Bay. Shanmugasundram started her career as a journalist in the UK. Her experience in media also includes broadcast operations, content creation and network programming. Lim said, “Sabanitha’s media expertise and knowledge of the Indian community and culture will serve Mediacorp well. With her on board, we hope to broaden and deepen our engagement with Indian consumers.”Shanmugasundram said: “It’s great to be returning to Mediacorp, a trusted brand in the community. In this digital era, we have unique and dynamic opportunities to engage consumers, especially with Mediacorp’s rich content offerings, range of platforms and close relationships with audiences and advertisers.”Shanmugasundram’s appointment is effective immediately, and Chong will join Mediacorp on 1 August 2018.Mediacorp chief marketing officer Debra Soon said: “Mediacorp continues to focus on creating better brand and content experiences for all our audiences. We’re excited to welcome Chong to the marketing team, as he will strengthen our efforts in this area with his expertise in consumer marketing, loyalty and partnerships.”Chong said: “Mediacorp is a brand many of us have grown up with, and it continues to reinvent itself and surprise consumers. I’m looking forward to being part of Mediacorp’s newly-created marketing organisation and working with its business units and content creators to increase brand love and customer loyalty.”