MediaCorp reorganises to sharpen customer focus

SINGAPORE — MediaCorp announced yesterday a major reorganisation, moving away from traditional media lines towards a focus on consumers and their preferences.

“Rather than organising ourselves by traditional platforms — television, radio, press and publishing — we are realigning our management and staff to serve specific customer segments,” MediaCorp chief executive officer Shaun Seow said in an internal memo.

“These segments will focus on knowing our different customer groups intimately and offering them 360 content that goes beyond any single media form.”

The main changes are in the Customer group, one of five in the organisation. MediaCorp’s business portfolio, comprising more than 50 products, will be managed by teams focused on 12 consumer segments: Family, News, Youth, Parents, Women, Men, Malay, Indian, Foodies, Learners, Live Entertainment and Premier.

Each segment will take charge of a range of media and services serving particular interests. For example, the Family segment groups TV channels such as 5 and 8, radio stations Y.E.S. 93.3 FM and Class 95 FM and popular magazines 8Days and i-Weekly.

In addition, MediaCorp has set up a Connected Media unit responsible for its over-the-top service Toggle and digital transmission (DVB-T2).

The Content group, which will house MediaCorp’s studios and editorial operations, has been tasked with delivering quality and relevant entertainment and news, providing the mainstay of the company’s offerings complemented by industry partners and the public.

One change in this group involves the restructuring of the artiste management unit to oversee the development and marketing of both TV and radio personalities. This unit has been named Celebrities Network.

The other three groups — Commercial, Corporate and Technology — complete MediaCorp’s organisational construct.

In his memo, Mr Seow called the reorganisation an unprecedented alignment of resources and relationships, built on the belief that “connecting audiences with content that matters to them lies at the heart of what MediaCorp does”.

He added: “Our new organisational structure is a strong affirmation of the future direction of our business, the importance of customer-centricity and our commitment to continually evolve and improve.”

The new structure is effective April 1.