Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
Mediacorp partners YouTube and Baby Shark creator to beef up content slate

Mediacorp partners YouTube and Baby Shark creator to beef up content slate

share on

Mediacorp has inked a series of partnerships to produce or acquire video content. They are The Pinkfong Company, and Taiwan Creative Content Agency (TAICCA).

Through its collaboration with YouTube, it will produce a new digital game show tentatively titled That Free Money Show featuring Singapore-themed challenges. Slated for release in end January 2023 on Mediacorp Entertainment YouTube channel and meWATCH, the programme will pit YouTube content creators against one another for a chance to win cash prizes of up to SG$50,000.

Presented in 10-minute episodes targeted at digital viewers aged 18 to 24, this five-parter will feature YouTube creators participating in segments that spotlight Singapore stories, landmarks, customs, and culture.

This partnership signals Mediacorp’s continued commitment to working with local talents on new and relatable content to engage young digital native audiences and is an expansion of the relationship established between the two companies, complementing Mediacorp’s multiplatform storytelling expertise with the targeted reach of YouTube’s platform and its content creators.

According to Mediacorp, this collaboration is also another step forward in both companies’ efforts to help creators find new audiences and grow the creator community in Singapore.

Siddharth Srinivasan, head of YouTube content partnerships for Singapore, Malaysia and Philippines said: “With such creative voices telling our Singapore stories in this game show, the stage is set for these creators to engage and entertain the over four million YouTube users here in Singapore and beyond.”

Angeline Poh, chief customer and corporate development officer, Mediacorp added that this partnership combines its storytelling strength with the reach of YouTube’s platform. This series is also part of its joint efforts to nurture new talent and develop storytelling formats in the digital content ecosystem. 

At the same time, Mediacorp is also partnering Baby Shark creator The Pinkfong Company involving the acquisition of kids programming for Mediacorp’s digital and TV platforms. The deal will see over 50 hours of fresh content from Pinkfong on meWATCH and okto on 5 for the first time.

baby shark 1

From 1 February 2023, young preschoolers can start their mornings with a daily dose of children’s content by The Pinkfong Company. This dedicated Pinkfong timeslot will run from 8.30am to 9am from Mondays to Sundays.

Audiences of okto on 5 can also look forward to two original animated series Pinkfong Wonderstar as well as Pinkfong and Baby Shark’s Space Adventure. Over on meWATCH, viewers can feast on a host of short-form video clips from 10 popular Pinkfong shows, such as Baby Shark Best Kids Songs which includes Baby Shark Dance.

Mediacorp's Poh explained that this partnership marks another major step in Mediacorp’s drive to grow its range of programme offerings for its youngest audience members, and is also a nod to their multiplatform viewing habits and general preference for shorter-form content.

Gemme Joo, chief business officer, The Pinkfong Company, said added that the partnership will allow us not only to reach wider audiences but also expand the global footprint of the company in the fast-growing market.”

Meanwhile, Mediacorp is also doubling down on the original content front, partnering with the Taiwan Creative Content Agency (TAICCA) on a range of projects to bring creative concepts from script to screen in both Singapore and Taiwan, and beyond. A key highlight is an opportunity for Mediacorp and TAICCA to source original story ideas across a variety of genres conceived by independent Taiwanese writers.

As part of the agreement, Mediacorp and TAICCA undertake to collaborate in several areas over two years:

  1. TAICCA will facilitate opportunities for Mediacorp to work with Taiwanese screenwriters, content creators, and artistes;
  2. Mediacorp will employ its scriptwriting and production resources to develop selected concepts in various genres into on-screen productions, such as drama series and feature films;
  3. TAICCA will provide investment in these content projects through its creative content development program and Taiwan’s international co-funding program schemes;
  4. Both Mediacorp and TAICCA will jointly drive efforts to promote and market these productions to a global audience; and
  5. They will also co-organise training workshops to promote the cross-sharing of knowledge and industry expertise between both parties.

This MOU is the first ever between Mediacorp and TAICCA and builds on a history of creative tie-ups between Singapore and Taiwan in recent years, such as the 2019 drama All Is Well (你那边怎样? 我这边 OK), and the production of anthology series Twisted Strings (良辰吉时) by Mediacorp and Screenworks Asia, together with other partners.

Mediacorp's chief content officer Virginia Lim said the partnership opens the door for Mediacorp to tap on a wellspring of Taiwanese talent and creativity, while giving the company another platform to bring its strengths in screenwriting and production to the table.

Izero Lee, chief executive officer, TAICCA, said, "The collaboration with Mediacorp is another connection showing TAICCA's engagement in co-creating valuable contents with our partners around the world. Through the collaboration and impact of Mediacorp, we look forward to encouraging talents from both sides to have opportunities to exchange ideas and to develop intriguing stories fit global markets.”

TAICCA will keep supporting potential international co-production and co-funding projects through TAICCA’s creative content development program (CCDP) and Taiwan’s International co-funding program (TICP) scheme, said Lee.

On a similar note, Mediacorp and WWF Singapore recently partnered up to scale up science-based edutainment content for Mediacorp children’s programming on okto – a strategic initiative to bring sustainability and nature closer to younger audiences, empowering them to take action for a climate-resilient future. WWF-Singapore is supporting Mediacorp with a breadth of science-based content and video footage, and subject matter specialists making in-show appearances to augment content. This will boost the national media network’s efforts to build a factually accurate source of engaging edutainment for kids. 

Related articles: 

Mediacorp and WWF SG scale science-based edutainment for SG kids
Mediacorp and Nanyang Polytechnic partner to aid SMEs in omnichannel marketing
Mediacorp and BLKJ Havas offer brands a new stage to work with SG buskers
Mediacorp unveils SocialHub to connect marketers directly with influencers
Mediacorp to offer brand uplift studies to boost digital ad effectiveness

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window