MediaCorp sharpens its digital strategy

Multimedia company MediaCorp has created a digital group to focus on products and services for online consumers and marketers.

From 1 July, Shane Mitchell will lead the digital group as chief digital officer reporting to Shaun Seow, chief executive officer. Mitchell was hired in March this year as to accelerate the growth of its digital business. The new group will be one of six in MediaCorp’s organisational structure, aimed at speeding up its digital transformation.

The company’s vision has seen MediaCorp investing in several digital native firms, including Kapanlagi Network  in April.

MediaCorp also created a digital-first newsroom, breaking stories on its digital platforms before television, radio or print. The revamped version of over-the-top service Toggle brings together the company's video offerings and editorial previously published via In addition, vertical solutions targeting fashion, food and youth are also said to be being launched.

Moving forward, the Digital Group will focus on product innovation, social and content marketing, and growing audiences both in breadth and depth.

One of its units, the Brand Studio, will offer digital solutions to address the needs of a growing band of companies investing in paid, brand and social content. The company has also started recruiting experienced digital producers, marketers and managers to raise the bar on user experience and audience development.

Mitchell (pictured) said, “The Digital Group will help drive the next generation of MediaCorp content and services, introducing new and compelling ways to tell stories, and connect consumers and marketers. We are very open to collaboration and we are looking at a range of strategic partnerships with key digital players.”

In  January this year, the group announced a major reorganisation, moving away from traditional media lines towards a focus on specific consumer groups. Ultimately this led MediaCorp redeploying over 50 employees to what it has called growth areas and removed some existing vacancies earlier this month.