


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Singapore Press Holdings Ltd
	Project name: Singapore Entertainment Awards 2010 (新加坡e乐大赏 2010)





	General information about the publication

	omy.sg (online mobile for the young) is Singapore's first bilingual-friendly (Mandarin and English) news and interactive web portal by leading media group Singapore Press Holdings Ltd (SPH), primarily targeted at online users from 18 to 35 years old. The portal provides the latest news and infotainment for web-savvy users. omy.sg currently enjoys more than 10 million page views per month (all figures via Nielsen NetRatings, Jun 2010) and is one of the top news/entertainment/blog sites in Singapore. omy.sg supported by all the Chinese publications under SPH, including the national daily, Lianhe Zaobao; two evening papers, Shin Min Daily (http://blog.omy.sg/shinmin) and Lianhe Wanbao (http://blog.omy.sg/wbnews).; bilingual commuters’ paper, my paper (http://mypaper.sg); radio station, Radio 100.3 (http://www.radio1003.com) and entertainment magazine, UW (U-Weekly) (http://blog.omy.sg/uweekly/). The synergy between old and new media is evident, with omy.sg providing the other publications with vodcasts, podcasts and other new media capabilities, while the various publications provide omy.sg with robust content, drawing from the wide array of articles they collectively churn out daily.

	Entry description

	The Singapore Entertainment Awards 2010 is organised by four Singapore Press Holdings' Chinese media Lianhe Wanbao, Radio 100.3, Omy.sg and UW (U-Weekly). The finale concert event attracted a 10,000-strong crowd and is billed as one of the biggest annual entertainment event in Singapore. The objective of the Singapore Entertainment Awards is to support the Chinese entertainment industry that popularises the use of the Chinese language. Apart from honouring the best talents in Singapore and Asia, it also helps to promote the local and regional Chinese entertainment scene. The awards recognise a spectrum of entertainment ranging from music, movies, TV, radio to concerts. The qualifying period for the artistes to be nominated is from 1 December 2008 to 31 December 2009. A total of 45 awards (from last year's 31 awards) were presented in 11 categories, including the inaugural TV award category (local and regional). For the first time, the award presentation cum concert will be telecast on Starhub Cable TV after the event at a later date. StarHub is the Official TV for the event. In addition, a slightly delayed (20 mins) web cast was made available on the official website – http://sgeawards.omy.sg by the omy.sg team on the day itself. This year's event is also supported by Media Development Authority (MDA) of Singapore with the objective of gaining local and regional exposure for Singapore and offering a performing platform for Singapore's young and emerging talents in the media industry.

	The basic idea of your cross-media local project

	There is no major cross-media entertainment award in Singapore that covers from radio deejays to TV and movie actors/actresses as well as singers/songwriters. SPH’s Chinese media are strong in their entertainment news collectively. Quality entertainment news is a main selling point of the Chinese media. By organising such an award, this will position all the SPH Chinese media across different media platform (print, online, radio and magazine) as channels for consumers to engage with for a truly cross-media, multimedia presentation of entertainment news. The target audience for the awards can be divided into three groups: 1. Consumers who have never been engaged with any of SPH Chinese media 2. Consumers who are engaged with any one of the SPH Chinese media but not with the others 3. Consumers who are already engaged with all of SPH Chinese media The awards itself is a hook for audience 1 who will get to learn of SPH Chinese media offerings via their favourite celebrities. For audience 2, the entire campaign will let them learn of different SPH media offerings for Chinese entertainment news and hope to get them to consume on all platforms instead of just one. For audience 3, the awards is a way of rewarding them for their loyalty.

	Used media channels


	Newspaper		TV

	Event(s)		Supplement/Magazine

	Mobile Services		Online

	Online Radio / Podcasting		Web-TV / Video

	Radio

The implementation

The inaugural Singapore Entertainment Awards was first launched in 2009. This year is the second year the same four SPH Chinese media are organising the event, but with more local partners, as well as involvement of the Media Development Authorit (MDA) of Singapore to promote local music and talents.
The key driver of the event are the four SPH Chinese media – omy.sg (online); Lianhe Wanbao (print newspaper); UW (entertainment magazine) and Radio 100.3 (radio station), together with the SPH Marketing Division.
A committee comprising of representatives from each of the four official media and representatives from the Marketing Division meet up on a near weekly basis to work on the project together from the beginning till end over a three months period. As a result, any messaging that flow out were consistent and in line with the overall marketing and branding objectives, with equal publicity effort shouldered by all media.
The committee also works in close consultation with the various opinion leaders and key personnel in the local and regional entertainment industry to ensure the awards has strong relevancy.

Image(s)

WB09-001-0-WAN.jpg (207 KB)

WB01-03-2010.pdf (1014 KB)

omyhomepage.jpg (780 KB)

omyapp2.jpg (63 KB)

omy logo with url.jpg (348 KB)

Cover-235-omy.jpg (313 KB)

UW22-03-2010(pg40).pdf (877 KB)

logo.png (33 KB)

UW22-02-2010.pdf (1032 KB)

WB18-02-2010.pdf (1038 KB)

Links

Official Singapore Entertainment Awards 2010 Websi ...
http://sgeawards.omy.sg/
Official Online Portal:
http://www.omy.sg
Official Newspaper:
http://blog.omy.sg/wbnews
Official Magazine:
http://blog.omy.sg/uweekly
Official Radio:
http://radio1003.com/

Results of the local project implementation

omy.sg alone saw a surge in traffic in it’s entertainment news section, Showbiz (http://showbiz.omy.sg) during the campaign period from Jan to Feb 2010. In Feb 2010, omy.sg was able to hit an all time high page views of over 14 million, compared to previous average of around 10 million page views per month, in large part due to users who are interested in the awards (all figures via Nielsen Netratings, June 2010).
The award has the same branding effect for the other three official media – Lianhe Wanbao, Radio 100.3 and UW magazine, strengthening each of their individual branding as the premium content provider to go to for Chinese entertainment news in their market segment.
More importantly, the event locked SPH Chinese media’s position as a giant in the local Chinese entertainment scene by consolidating all its media offerings to showcase via one platform – The Singapore Entertainment Awards.
Mr Yeo Chun Cheng, Director of Broadcast & Music, MDA said: "MDA is pleased to support the broadcast production of the Awards. Through the programme, the Awards aims to reach wider audiences as it is slated to go on local, regional and online channels. MDA would also like to congratulate SPH on the Awards - it is a well-produced event that showcases and honours the achievements of Singapore's media talents, and recognises their impact and influence in the regional entertainment scene."