Singapore’s national broadcasting station MediaCorp announced plans to turn “Micro Drama Year” into “Micro Drama Year Year” in 2025.
“This is a new medium of storytelling for us. It will quickly reach local audiences, if not global audience,” said the brand partners already integrated into short form scripted formats.
Microdrama Push emphasizes that Mediacorp has evolved from traditional networks to multi-platform content and talent incubators. In a conversation with the brand’s CEO Jasper Donat, Poh noted that the stations reach 96% of Singapore’s adult population each week on television, radio, digital and social platforms.
“We are committed to maintaining this national scope and serving our purpose as a national media network,” she said at a conference in Singapore. The era’s drama “Emerald Hill” became the country’s number one drama, winning the top spot on Netflix in Southeast Asia for four weeks, performing at the National Day Parade that indie musicians nurtured through the Mediacorp audio brand.
On the news front, Poh highlighted Mediacorp’s global digital traction, citing coverage of China’s World War II victory day parade, which generated over 50 million views, bringing the US to emerge as the most enthusiastic non-Singapore YouTube market. “We’re not betting on the game. We’re neutral. We’re just telling it exactly as it is. It speaks to the world’s audience,” she said.
Mediacorp goes back to youth brands by expanding the creator arm, where DJs have been live streaming their daily lives on Tiktok and Instagram, and signing 130 talents to date. On the commercial side, Poh pointed to a performance-driven partnership between Lazada and Pizza Hut. One of them had to pause the middle of the campaign when demand for new, cheesy pizza exceeded supply.
“There’s no playbook to follow. We’re inventing it. It’s scary and exciting,” Poe said. The group concluded with the appeal of “people who share their excitement” to work with mediacorp across Singapore and the region.
All important things that have started as a music conference and have come to include sports, games, web3, marketing and content are celebrating the 20th edition of this year.
