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MediaCorp strategy chief: walled garden approach better way to make money

MediaCorp's big digital content play this year: Toggle

MediaCorp’s big digital content play: Toggle

A senior strategist at Singapore media owner MediaCorp said today that the company does not believe in making its content more shareable, because it is “premium” and a walled garden approach is a better way to monetise it.

Guillaume Sachet, the company’s head of strategic planning, CEO office, was talking on a panel on online audience engagement titled “what content do people want?” at the All That Matters conference in Singapore.

In answer to Mumbrella’s question about whether MediaCorp has plans to open up the distribution of content beyond its own properties to better compete with platforms such as YouTube, Sachet said: “Our view is that MediaCorp is a producer of premium content and therefore we need to focus on how to monetise that content,” he said.

“We do see our some of our content shared in China, and we do share some of our content on YouTube,” he said. “We’re not against it, as it is valuable from a marketing perspective,” he added.

Sachet said that MediaCorp would be aggressively pushing its paid subscription service Toggle this year to boost revenue from online. Toggle, which provides news, information and entertainment content across multiple platforms, launched in February of this year.

In an interview with Mumbrella earlier this week, a media agency boss said that the major issue with local media companies in Singapore is the “content rights issue”.

In the context of a new custom content offering for adverisers launched by MediaCorp’s big rival Singapore Press Holdings, MediaCom GM Vivian Yeung said the big question media agencies are asking is whether ad-funded content can be used beyond the company’s own digital properties.

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