Singtel Group's content innovation push

The Singtel Group has launched ‘The 5-Min Video Challenge’ as part of efforts to drive content innovation in all its markets.

The competition is a joint initiative by associates within the Group, comprising Singtel, Optus, AIS, Airtel, Globe and Telkomsel. Winning content will be distributed and made accessible to over 600 million customers across the Group.

Content is a big part of the Group’s strategy to connect with customers as the proliferation of mobile devices has fuelled demand for online video entertainment. The short five-minute format is ideal for audiences accustomed to viewing content on mobile devices.

Mark Chong, CEO, International, Singtel, said, “We are making a big push in digital content as consumers have radically changed the way they consume entertainment. For many of Singtel’s more than 600 million customers, the mobile phone is also the only way for them to access the internet. A pan-regional competition makes a lot of sense as the power of content is its ability to transcend geographical and language barriers.”

The competition will be conducted at two levels – local and regional. Each associate will first invite aspiring or experienced local filmmakers to submit five-minute entries based on the theme “Connecting Lives”.

The entries will be judged on criteria such as originality of content, storytelling and cinematography. Winning entries from the respective associates’ markets will then be judged at a regional level.

Chong added, “The theme “Connecting Lives” resonates with Singtel’s business of keeping people connected and how human connections can drive positive change in our everyday lives. We hope to discover new talent and concepts that we can work with on future projects for the Group’s mobile and video platforms such as Globe Studios and AIS Play.”

Two videos will be shortlisted from each associate’s market and a total of 14 videos will enter the regional level of the competition.