• Branded “Bloomr.SG MCN”, the latest partnership is a nod to Mediacorp’s existing network Bloomr.SG.
• The network features more than 220 hours of locally produced content
• Content creators will be able to gain access to an aggregated suite of services if they join the Bloomr.SG MCN
• Mediacorp also said that it has signed a Memorandum of Understanding with TheSmartLocal to create social-first content
   

SINGAPORE — National broadcaster Mediacorp has become the country’s first local multi-channel network (MCN) for YouTube creators, which allows the media company to position itself as “the largest local content creator in Singapore”.

In a press release on Thursday (Aug 27), Mediacorp said that the partnership gives it the distinction of being the first regional media network and free-to-air operator with the YouTube MCN status.

Global video-sharing platform YouTube said that MCNs are “third-party service providers that affiliate with multiple YouTube channels to offer services that may include audience development, content programming, creator collaborations, digital rights management, monetisation, as well as sales”. 

The latest move builds upon Mediacorp’s existing partnership with YouTube under the Player for Publishers (PfP) programme that was previously announced in February last year.

The PfP provides Mediacorp’s audiences and advertisers with an enhanced product experience via a video-hosting, streaming and advertisement management platform, the company said.

Branded “Bloomr.SG MCN”, the latest partnership is a nod to Mediacorp’s existing network Bloomr.SG, which features more than 220 hours of locally produced content.

Mediacorp said that its presence on YouTube will see the company solidify its status as the “go-to local network for an array of aspiring, emerging and established digital creators”.

“Bloomr.SG MCN aims to support close to 1,000 Singaporean content creators in production, monetisation and strengthening their presence across lucrative international markets like Indonesia, Malaysia, Hong Kong, Taiwan and the USA,” Mediacorp said.

Content creators will be able to gain access to an aggregated suite of services if they join the Bloomr.SG MCN.

These include training programmes and participation in capstone content projects, resources in the form of filming and studio support, potential full-time contracts and collaborations with respected regional creators and celebrities.

Mediacorp said that monetisation opportunities for the creators include premium advertising, sponsorships and branded content sold by the company’s experienced commercial sales team, as well as merchandising and rights management support.

“There will (also) be scope for social-first intellectual property development and on-the-job capstone training in freshly commissioned content for programming across YouTube and Mediacorp’s plethora of platforms,” it said.

Separately, Mediacorp said that it has signed a Memorandum of Understanding (MOU) with TheSmartLocal — one of Singapore’s leading independent media publishers — to create social-first content. Such content will feature creators and artistes within its network for programming across YouTube and free-to-air platforms.

“This will support the identification of new talent, while helping established Mediacorp artistes build their social audience and reach. More details will be announced in the coming weeks,” it said.

Mediacorp’s chief commercial and digital officer Parminder Singh said that the partnership with YouTube is aligned with the company’s mission to “identify and incubate talent in the digital content ecosystem and create value for our customers”.

“By providing content creators with exclusive opportunities and enhanced visibility via Mediacorp’s multiple platforms, we aim to foster further development in digital storytelling formats while addressing the new needs of our consumers and commercial clients with innovative advertising solutions,” he said.

“This partnership will also help provide greater choice and accessibility of local content to the audiences.”

Mr Ajay Vidyasagar, YouTube’s regional director in Asia Pacific, said that the partnership aligns with YouTube's commitment to “bring people together and connect them with the content they love”.

“Furthering our partnership with Mediacorp is an opportunity to nurture and develop local storytellers, and to showcase great home-grown content to audiences in Singapore and around the region,” he said.

“We hope this will encourage the growth of a dynamic creator community in Singapore, and look forward to bringing even more stories and voices that educate, excite, engage and inspire others around the world.”