Singapore Broadcaster Mediacorp Reveals Microdrama Strategy at All That Matters

Singapore’s national broadcaster Mediacorp has announced an ambitious initiative aimed at transforming 2025 into the “year of microdramas.” This revelation came during the All That Matters conference, where Angeline Poh, the chief customer and corporate development officer, disclosed that the broadcaster plans to introduce a minimum of 10 microdrama titles by the end of the year across various social and owned platforms.

“This is an innovative storytelling medium for us, allowing us to reach a regional, if not global, audience instantly,” Poh stated, adding that brand partners are quickly adapting to this new short-form scripted interface.

The emphasis on microdramas highlights Mediacorp’s transformation from a conventional television network into a versatile multi-platform content and talent incubator. During a discussion with Branded CEO Jasper Donat, Poh shared that the broadcaster effectively reaches 96% of Singapore’s adult population each week across television, radio, digital channels, and social media platforms.

“Our priority is to preserve our national reach, enabling us to fulfill our mission as the national media network,” she emphasized at the ongoing conference in Singapore. Mediacorp’s period drama “Emerald Hill” has also gained significant traction, becoming the leading drama in Singapore and maintaining the top spot on Netflix in Southeast Asia for four consecutive weeks. Additionally, indie musicians nurtured through Mediacorp’s audio platforms have showcased their talents at the National Day Parade.

On the news front, Poh highlighted Mediacorp’s impressive global digital engagement, pointing out that coverage of China’s World War II Victory Day parade amassed over 50 million views, with the U.S. emerging as its most engaged non-Singaporean audience on YouTube. “Our neutrality means that we narrate the facts without bias, which resonates with a global audience,” she explained.

Furthermore, Mediacorp is refreshing its youth-oriented brands, featuring DJs who livestream their daily lives on platforms like TikTok and Instagram. The broadcaster is also expanding its creator network, which has onboarded 130 talents thus far. On the commercial front, Poh cited successful partnerships with companies such as Lazada and Pizza Hut, including one campaign that had to temporarily pause due to overwhelming demand for a new cheesy pizza.

“There’s no established blueprint to follow; we’re crafting it as we progress—an endeavor that is both thrilling and daunting,” Poh concluded, urging potential partners “who share the same excitement” to collaborate with Mediacorp in Singapore and throughout the region.