Media Development Authority, Singapore sees success with digital outreach

Poh speaks during a fireside chat at Adobe Symposium 2016 in Singapore.

Angeline Poh, Assistant CEO, Industry Group, Singapore, Media Development Authority (MDA), noted during the Adobe Symposium 2016 in Singapore that there has been a lot of disruption in the way companies conduct business. "We have had to evolve in a way that supports the industry," she said, sharing that the Infocomm Media 2025 roadmap had been created in response to the changes observed.

One focus for Infocomm Media 2025 is to help bring up a new generation of storytellers in Singapore, a generation who will be comfortable with digital channels, Poh said. "At the core of every piece of content that goes out, at the core, what captures the attention of the audience, is the story," she explained.

"We're grooming the next generation of story tellers who are not just comfortable in traditional media but also able, in non-linear ways, interactively, to engage the audience...and to get feedback from the audience to create more content."

As part of the roadmap the MDA has also worked with partners to organise the Creator Collective programme, a way to engage with online content creators in Singapore, as well as Southeast Asia’s first Maker Bootcamp in Singapore.

The Media Development Authority of Singapore (MDA) and Maker Studios launched Southeast Asia’s first Maker Bootcamp in Singapore. - See more at: http://www.mda.gov.sg/AboutMDA/NewsReleasesSpeechesAndAnnouncements/Pages/NewsDetail.aspx?news=664#sthash.t0xegC7D.dpuf

MDA is exploring new ways to reach out to the public in Singapore. To connect with the Pioneer Generation and explain what benefits are available to them, the agency used YouTube for the first time, and deployed Chinese dialects, which are typically not used in government communications.

One video based on the legend of the monkey god went viral, validating the strategy, Poh said. Another digital campaign on MediShield Life, Singapore's new life-long healthcare plan also did well on YouTube and Facebook.

"As we launch new programmes, we have been putting information out on the Internet and partner networks," Poh said. "We welcome signups from people who want to pick up new skills, and hone new skills."

Hashtag: #AdobeSymp

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