Target Media wins bid to handle 6,000 digital OOH panels in HDB premises

The Housing Development Board (HDB) has appointed Target Media Culcreative (TMCC) to install, operate and manage 6,000 Digital Display Panels (DDPs) across Singapore’s townships. TMCC is a joint venture between Singapore Press Holdings (SPH) and Chinese lift advertising company Focus Media.

HDB first called for this tender exercise in October 2019 in a bid to leverage digital technologies and as part of Singapore’s Smart Nation initiative. Through this move, HDB aims to aid residents in receiving information and news from digital screens in the lift lobbies. According to the government body, four vendors bidded for the project.

In a media release, HDB said the 6,000 DDPs will be built by June 2020 and funded by TMCC. These DDPs will be installed at the lift lobbies, and also found within the lifts.

Since mid 2018, digital screens have been installed in HDB estates by TMCC. Out of the 16 townships in Singapore, residents in about seven townships are able to receive information about the estate through these 4G enabled DDPs. These seven townships are Choa Chu Kang, Tanjong Pagar, West Coast, Jurong-Clementi, Sembawang, East Coast-Fengshan and Tampines, covering the West, North, East and Central areas of Singapore, reaching more than 300,000 households. TMCC currently operates 8,000 screens in these townships.

Apart from investing in the hardware and software, TMCC will also pay a Temporary Occupational License (TOL) fee to HDB. Positioned as a lifestyle media, TMCC currently works hand in hand with various town councils, People’s Association and brand owners, to push "meaningful and relevant" content to the HDB residents. The airtime is split between broadcasting community information and delivering commercial messages.

According to TMCC, for commercial content, international brands such as McDonald's, Mitsubishi, Redoxon, and government agencies such as Ministry of Communications and Information, e2i, Ministry of Manpower among others have utilised this medium to market their products and services to the residents.

Jeff Liu, CEO of TMCC, said "We are honoured to be appointed the preferred partner for HDB for this challenging yet fulfilling project. In our past experience of building 8,000 screens, we understand how the DDPs can bring vibrancy and relevance to the HDB dwellers. In sync with the Singapore’s government push for digitalisation our Smart DDPs serve as an innovative channel and green initiative for the majority of Singaporeans to receive timely and relevant information.”