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Asia’s First Chinese 3G Mobile Drama

6th December, 2004

ASIA : Asia’s first-of-its-kind Chinese 3G mobile drama showcasing popular Asian idols will be produced, developed and distributed by MediaCorp Studios. For the first time in Asia, a Chinese drama will be released to mobile phones even before it hits free-to-air TV or the video market.

The evolution of 3G video streaming technology has transformed the function of the mobile phone. From a traditional tool of communications, the mobile phone has now progressed into a platform for visual entertainment, i.e., TV. The 3G technology allows mobile phone users to download and watch their favourite entertainment programmes anytime, anywhere.

The project is in collaboration with and supported by the Media Development Authority (MDA). "MediaCorp is proud to be partners with MDA on this very significant milestone
for the media industry in Singapore as well as Asia. The development of quality content that travels as well as the strategic use of technology as a growth driver are key to our business strategy. We are also fully supportive of MDA’s blueprint for Singapore to be the media hub of Asia,” said Mr Ernest Wong, Group CEO, MediaCorp.

Mr Wong added, “Our MediaCorp Studios is the largest producer of Chinese and English language television programming in S.E. Asia. This also marks our first venture in new media productions using our established capability outside of our core TV platform.”

Applauding MediaCorp Studios’ project, the Chief Executive Officer of the Media Development Authority, Dr Christopher Chia said, “This heralds a positive development for both MediaCorp Studios and the Singapore media industry as it breaks new ground in content and distribution. The 3G mobile platform is an exciting and innovative step forward. It will certainly play a pivotal role in opening new markets and expanding existing ones for Made-by-Singapore content by the Singapore media industry.”

Upcoming 3G mobile portals in Singapore offer mainly music videos, movie trailers, news and sports video clips to 3G mobile users. This new initiative from MediaCorp Studios will add a new entertainment option to the mobile community in Singapore. Telco operator M1 has inked a deal with MediaCorp Studios to be its first telco partner to invest in this project for the Singapore market, offering exclusive preview of this 3G mobile Chinese drama to 3G mobile users in Singapore from mid-2005.

Mr Neil Montefiore, Chief Executive Officer of M1, says, "M1 strives on being innovative and interesting. This collaboration with MediaCorp Studios to offer Asia’s first made-for-mobile Mandarin drama for 3G delivery is part of our commitment to enrich the mobile lives of our customers. With 3G, M1 customers will have entertaining and exciting content like this available anywhere, anytime." The Chinese 3G mobile drama consists of 45 episodes, featuring leading Singapore and Asian stars. For use on the 3G mobile platform, each episode of the mobile drama is only two minutes long, unlike the usual long-duration content of traditional TV and video. Upon completion, the mobile drama will be made available to 3G mobile users for periodic downloads.

This new mobile drama collaboration also serves to illustrate Singapore's readiness in embracing new technology and taking the lead in the production of global multi-platform content. MediaCorp Studios is also in negotiations with regional telco partners to distribute this first made-for-mobile drama to reach the rapidly growing number of 3G mobile users in Asia and beyond.

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