Mediacorp taps on to YouTube's platform to extend reach

YouTube and Mediacorp have partnered up. YouTube’s Player for Publishers (PfP) programme aims to combine Mediacorp’s content with the reach and marketing prowess of YouTube’s platform. The PfP programme provides a video hosting, streaming and ads management platform to publishers, while Mediacorp will host news, current affairs, entertainment and lifestyle content produced by two of its flagship platforms, Channel NewsAsia and 8world, on its YouTube channels.Through PfP, Mediacorp looks to expand its network to better connect consumers with its news videos. In addition, the programme also looks to give Mediacorp better control of its advertising opportunities on YouTube through PfP’s specific features, reducing costs and simplifying the video infrastructure to deliver an "optimised" user experience to Mediacorp’s audiences on YouTube. Ajay Vidyasagar, regional director, YouTube Partnerships said that PfP's goal is to reduce complexity, increase reach and revenue potential.“We’re glad to welcome Mediacorp as a PfP partner in Singapore. PfP's goal adds to Mediacorp’s multiplatform offerings while providing YouTube users with – more great content that will educate, excite, engage and inspire YouTube audiences globally. We hope that our technology will provide a solution as one of Mediacorp's movements to reach larger audiences,” he added.“We are pleased to be YouTube’s PfP partner in Singapore. This strategic partnership enables us to offer our extensive range of brand-safe, quality content to the die-hard fans and digital natives of the YouTube communities. YouTube and Mediacorp share a passion for delivering great content and developing holistic advertising solutions to marketers, helping them reach the most engaged audiences in Singapore," Mediacorp’s chief commercial and digital officer Parminder Singh said.Last month, Mediacorp and the Overseas Singaporean Unit partnered to launch a webpage for Singaporeans abroad to keep themselves updated on current affairs and entertainment news in Singapore. The page, which will be on the Overseas Singaporean Portal, aims to encourage overseas Singaporeans to stay connected with and be aware of the latest happenings back in their homeland.Most recently, Mediacorp expanded Oliver Chong’s role to include communications as he takes up the role of head of  marketing and communications. Chong joined the Singapore media company last August as head of consumer marketing, and has been reporting to CEO Tham Loke Kheng. The company has since integrated its marketing and communications talent from across the company into one team, reporting to Chong. Mediacorp had also previously shared that one of Chong’s immediate priorities would be to create a coherent marketing strategy to unify the branding of Mediacorp, and its wide range of properties and assets to consumers.