Singapore Unveils Multiplatform Content Initiative

SINGAPORE, August 1:
Adrenaline, housing professionally produced and user-generated youth-sports programming,
has broken new ground as the first content initiative in Singapore developed
for multiplatform delivery.

Produced by Content Craft,
Adrenaline was started with support from the Media Development Authority (MDA),
the Singapore Sports Council (SSC) and SingTel’s mio TV, with additional
partners now on board. StarHub is also set to broadcast Adrenaline content,
while *scape, a non-profit youth organization, has been designated as
Adrenaline’s official home.

Adrenaline is led by its
web portal, where members can upload photos and videos of their sporting
moments, blog about experiences and share a variety of content, becoming
Singapore’s first social-media site dedicated to sports. The user-generated
content can also be incorporated into sports programs. The pilot run of the
Adrenaline sports programs consists of 40 hours of professionally produced
youth content, including coverage of this year’s school sports meets,
instructional videos and Singapore’s journey to the 2010 Youth Olympic Games. Highlights
of these programs are available via mobile downloads, the Adrenaline portal and
SSC’s site for local sports.

“Our mandate for
Adrenaline is to develop youth content that can be repurposed for a wide
variety of platforms, such as mobile phone, Internet, television and outdoor
media,” said Philip Wu, the chairman of Content Craft. “The pilot programming
focuses on youth sports to capture the current interest and address a
programming gap in this genre, and we plan to venture into other facets of youth
programming in the near future. In the long term, we hope to collaboratively
develop new business models with our partners and jointly harness the growth
opportunities in the new-media landscape.”

Dr. Christopher Chia, the CEO of the MDA, added, “The concept of
Adrenaline aligns with MDA’s efforts to spur the production of sports content
and facilitate the carriage of such content on distribution platforms beyond
traditional broadcast media. With its innovative welding of traditional and
new-media forms, Adrenaline appeals to its target of young audiences, and
dovetails with MDA’s efforts to nurture media projects that have cross-platform
potential. We hope the collaborative nature of Adrenaline will act as a
catalyst to encourage more organizations and individuals to join us in
developing Singapore’s sports-media ecosystem.”

—By Kristin
Brzoznowski