Lee Soo Hui, Head of Media Business Unit, StarHub
The channel, targeted at viewers aged 15 years and above and launched on June 3, 2013, is a content partnership with production company Brand New Media. The channel was offered as a free-view service to all StarHub TV subscribers and also made available StarHub’s multi-device service “TV Anywhere”.
1. Why a channel on branded content? How does this complement your current bouquet?
Although we have more than 200 channels on our platform, we did not have a niche channel targeted at viewers who enjoy watching home-shopping style content on TV.
We are partnering Brand New Media (BNM) to launch TV4ME as a way for our subscribers to be connected with Singapore and the world’s trusted brands in a personal way. TV4ME is a channel that enables brands the opportunity to get closer to the viewers either via wrapping their brand around licensed content or via the commissioning of original content to create interest around the brand space.
2. What genres will viewers get to watch on this channel?
Content will cover all genres with a focus on content that inspires viewers to improve their lifestyles and be the best they can at work, rest and play, so I would say it is an infotainment channel.
3. Would there be a “call to action” to buy as in a shopping channel?
In compliance with the relevant regulatory codes, some content will offer viewers the opportunity to participate in offers from brand partners via a “call to action” during specific timeslots.
4. Can you share some key promotables for the initial launch?
TV4ME will have a diverse array of top-quality programming, spanning the genres of food, health, travel, shopping, motoring, property, business, finance, careers, sports, hobbies and technology.
Our key promotables include Bitchin’ Kitchen, a hilarious cooking show for a new generation of foodies. It looks at the funny side of everyday life situations and creates meals from Break-Up Brunches to Impress the In-laws Extravaganzas. In Bondi Vet, Sydney Veterinarian Dr. Chris Brown saves the lives of animals – a unique programme crammed with exciting, emotional and inspiring stories. Dream Build features Australia’s most cutting-edge homes where the boundaries of design and budget are pushed to their limits.
For the male audiences, Ultimate Boys Toys showcases fast cars, exclusive watches, bespoke tailoring and the highest of hi-fi. Rock Your Yoga is a twist of regular fitness programming – with fun tips and down-to-earth solutions without viewers having to set foot outside the door. On The Beach features South Africa’s most beautiful, charming and unique homes along the coastline, and décor and design tips and tricks to create and transform your living space into your ultimate beach home, no matter where you live.
5. What is the target audience for this channel?
TV4ME caters to men and women aged 15 and above aspiring to improve all aspects of their lifestyles across work, rest and play.
6. Which brands (or types of brands) have expressed interest? How are you weaving these brands in your programme?
We are still in negotiation with some of the brands. Many brands across retail, fashion, travel, tech, finance and careers have indicated strong initial interest in the channel’s proposition.
7. Can you share about the production companies you’re using for this channel?
The majority of the channel’s original content production will be done by Brand New Media. Others will be acquired.
8. How is each show conceptualised? Do brands come up with the brief, then StarHub executes?
TV4ME works very closely with brands to develop an end-to-end bespoke content solution from research and insights, to production, content marketing, analytics and reporting.
9. Any regulatory concerns with MDA’s content code? How do you distinguish advertising from programming on this channel?
TV4ME content will need to comply with the applicable MDA regulations. In particular, the TV Advertising Code sets parameters to distinguish between infomercials and normal programming.