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Brand entertainment firm Catlyst/TV launches in Singapore following merger

Catlyst/TVTwo Singapore-based talent, media and entertainment firms, The Lumenere Group and BlinkAsia, have merged to form brand entertainment company Catlyst/TV.

The merged firm promises to connect content with brands, platforms and talent “through entertainment in more dynamic ways than traditional media advertising can.”

Among the new firm’s selling points is that it offers “results-based accountability” – it takes minimum to zero fees upfront in exchange for revenue and equity share in a new project.

The firm has four staff, led by Kevin Ou and Shamila Gopalan, with Cheryl Yeow and Melissa Koh in account roles.

They bring with them recent experience working on content platforms Asia’s Got Talent, SupermodelMe and TigerTwist with DJ Virman.

Shamila Gopalan, MD of BlinkAsia, said: “The pace of change of the media industry has reached unprecedented levels and consumers can no longer be persuaded. Their attention must be earned by gifting them with entertainment, and CATLYST/TV is primed to help brands, agencies, creators, distributors and technology platform providers make deeper connections through branded storytelling.”

Kevin Ou, executive business strategy director of The Lumenere Group added: “The entire broadcasting value chain is transitioning at lightning speed, alternative platforms are emerging; more than six in 10 digital consumers in Southeast Asia report watching TV content and movies via online sources such as video-on-demand, and YouTube is also increasingly acknowledged as a ‘TV channel’ or platform. This revolution is creating a rich mix of opportunities and challenges for content producers. By combining our resources, the new entity will be better positioned to meet the growing needs of our clients in an era of incredible transformation and disruption within the industry.”

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