Singapore national broadcaster Mediacorp unveiled its plans to make 2025 the “year of microdramas” at the All That Matters conference, with chief customer and corporate development officer Angeline Poh announcing that the broadcaster will roll out at least 10 titles across social and owned platforms by year-end.
“It’s a new storytelling medium for us… immediately reaching a regional, if not global audience,” Poh said, noting that brand partners are already integrating into the short-form scripted format.
The microdrama push underscores how Mediacorp is evolving from a traditional network into a multi-platform content and talent incubator. In conversation with Branded CEO Jasper Donat, Poh noted that the broadcaster now reaches 96% of Singapore’s adult population weekly across TV, radio, digital and social platforms.
“We’re obsessed about maintaining this national reach so that we can serve our purpose as the national media network,” she said at the conference, which is taking place in Singapore. Period drama “Emerald Hill” became the country’s No. 1 drama and held the top spot on Netflix in Southeast Asia for four weeks, while indie musicians nurtured through Mediacorp audio brands have performed at the National Day Parade.
On the news front, Poh highlighted Mediacorp’s global digital traction, citing coverage of China’s World War II Victory Day parade that generated more than 50 million views, with the U.S. emerging as its most engaged non-Singapore YouTube market. “We don’t have a stake in the game, we’re neutral. We’re just telling it as it is. That speaks to a global audience,” she said.
Mediacorp is also retooling its youth brands, with DJs livestreaming everyday life on TikTok and Instagram, and expanding its creator arm, which has signed 130 talents to date. On the commercial side, Poh pointed to performance-driven partnerships with Lazada and Pizza Hut, one of which had to pause mid-campaign when demand for a new cheesy pizza outstripped supply.
“There’s no playbook to follow. We’re inventing it as we go — scary and exciting,” Poh said, closing with a call for partners “who share that excitement” to collaborate with Mediacorp in Singapore and across the region.
All That Matters, which began as a music conference, and has grown to encompass sports, gaming, web3, marketing and content, is celebrating its 20th edition this year.
