Singapore – MediaCorp, Singapore’s integrated media company, is acquiring a 22.66% stake in Chinese outdoor advertising firm Dahe Media Co Ltd. The proposed deal comprises vendor shares and new shares with the latter priced at HK$89million (US$11.4million), and is subject to regulatory and shareholder approval in the following months. The investment will make MediaCorp the largest single shareholder of Dahe Media after Jiangsu Dahe International Advertising Group Co Ltd, and will allow MediaCorp to be involved at board and executive levels. Dahe Media’s remaining shareholders are holding ‘H’ shares on the Hong Kong Stock Exchange. The alliance is also expected to provide MediaCorp’s existing advertising clients a gateway into China, tapping on Dahe’s integrated creative and production solutions. The partnership will focus on expanding Dahe’s ‘China Express Advertising Board’, a new advertising platform that uses multimedia billboards which can be updated via wireless technology, as well as transmit audio and instant text messages to audiences. Dahe Media is the first advertising firm from China to be listed in Hong Kong, and has one of China’s largest advertising and sales networks. It has some 170,000 square metres of billboard space and serves clients including Nike, Audi, China Mobile, Shell, HSBC and Coca-Cola.