Mediacorp expands tie-up with YouTube to aid more Singaporean content creators

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Mediacorp has partnered with YouTube to become Singapore’s first local Multi-Channel Network (MCN) for YouTube creators. The MCN will be branded “Bloomr.SG MCN” in a nod to Mediacorp’s existing network Bloomr.SG, which currently has a reach of 50 million followers globally with more than 220 hours of locally-produced content. Bloomr.SG MCN aims to support close to 1,000 Singaporean content creators in production, monetisation and strengthening their presence across international markets such as Indonesia, Malaysia, Hong Kong, Taiwan and the USA. With this expanded partnership, Mediacorp said it is the first regional media network and free-to-air operator with YouTube MCN status that is part of the Player for Publishers (PfP) programme established in 2019.

By joining Bloomr.SG MCN, creators will gain access to an aggregated suite of services. These include training programmes and participation in capstone content projects; resources in the form of filming and studio support, plus potential full-time contracts and collaborations with respected regional creators and celebrities. Meanwhile, monetisation opportunities include premium advertising, sponsorships and branded content sold by Mediacorp’s commercial sales team, as well as merchandising and rights management support. There will also be scope for social-first IP development and on-the-job capstone training in freshly-commissioned content for programming across YouTube and Mediacorp’s platforms.

Additionally, Mediacorp has also signed an agreement with local publisher TheSmartLocal. The partnership will see the creation of social-first content featuring creators and artistes within Mediacorp's network for programming across YouTube, over-the-top and free-to-air platforms. This will support the identification of new talent, while helping established Mediacorp artistes build their social audience and reach. This step towards social-first content also follows Mediacorp's call to hire a meme-in-chief, otherwise known as social community manager, who will be tasked to curate and create memes and manage its social media channels.

Parminder Singh, chief commercial and digital officer, Mediacorp said the partnership with YouTube will provide content creators with exclusive opportunities and enhanced visibility via Mediacorp’s multiple platforms, as well as provide greater choice and accessibility of local content to the audiences. He added the the media company aims to foster further development in digital storytelling formats while addressing new needs of its consumers and commercial clients with innovative advertising solutions. “The YouTube affiliation is aligned with Mediacorp’s mission to identify and incubate talent in the digital content ecosystem and create value for our customers," Singh said.

Ajay Vidyasagar, YouTube’s regional director in APAC said: “This partnership reiterates YouTube's commitment to bring people together and connect them with the content they love. Furthering our partnership with Mediacorp is an opportunity to nurture and develop local storytellers, and to showcase great home-grown content to audiences in Singapore and around the region. We hope this will encourage the growth of a dynamic creator community in Singapore, and look forward to bringing even more stories and voices that educate, excite, engage and inspire others around the world.”

Earlier last month, Mediacorp also tied up with Netflix in a distribution deal that will see 55 of Mediacorp’s titles being offered to the global streaming giant’s markets in Singapore, Malaysia and Brunei. A multilingual medley of classic Mediacorp content in English, Chinese, Malay and Tamil will be displayed in a dedicated “Singapore, Now Streaming” row on the Netflix interface. Some titles featured on Netflix include I Not Stupid, Ah Boys to Men, Just Follow Law, Money No Enough, and Phua Chu Kang.