MediaCorp today announced a major reorganization, moving away from traditional media lines towards a focus on specific consumer groups.
In an internal memo, MediaCorp CEO Shaun Seow shared with employees the rationale for the changes.
“Rather than organising ourselves by traditional platforms – television, radio, press and publishing, we are realigning our management and staff to serve specific customer segments,” said Seow. “These segments will focus on knowing our different customer groups intimately and offering them 360 content that goes beyond any single media form.”
The main changes are in the customer group, one of five groups in the organisation. MediaCorp’s business portfolio, comprising over 50 products, will be managed by teams focused on the following consumer segments: Family, News, Youth, Parents, Women, Men, Malay, Indian, Foodies, Learners, Live Entertainment and Premier.
Each segment will take charge of a range of media and services serving particular interests. For example, the Family segment groups together TV channels such as 5 and 8, radio stations Y.E.S. 93.3 FM and Class 95 FM and popular magazines 8Days and i-Weekly.
New segment leadership appointments include:
- Bernard Lim, head of Family segment
- Jessie Sng, head of Men, Women and Parenting segments
- Debra Soon, head of News and Premier segments
- Lai Mun Dart, head of Youth segment
In addition, MediaCorp has set up a connected media unit responsible for its over-the-top service Toggle and digital transmission (DVB-T2), led by Anil Nihalani.
This group reports to deputy CEO Chang Long Jong, as does the content group, which houses MediaCorp’s studios and editorial operations under Doreen Neo and Walter Fernandez respectively.
One change in the content group involves the restructuring of the artiste management unit to oversee the development and marketing of both TV and radio personalities. This unit, under Georgina Chang, has been named Celebrities Network.
Completing the five groups are:
- Technology, headed by chief technology officer Joe Igoe.
- Commercial, run by chief commercial officer Jack Lim and comprising the sales and marketing force, as well as the recently formed consumer insight and analytics team under recent hire Roger Moy.
- Corporate, which includes finance, human resources, brand and communications, legal and strategic planning.
In his memo, Seow called the reorganisation “an unprecedented alignment of resources and relationships, built on the belief that connecting audiences with content that matters to them lies at the heart of what MediaCorp does.”
“Our new organisational structure is a strong affirmation of the future direction of our business, the importance of customer-centricity and our commitment to continually evolve and improve.”
The new structure will be effective from 1 April 2015.