CNA news headlines to be displayed at SBS Transit's MRT stations and bus interchanges
Mediacorp, Moove Media and SBS Transit signed an agreement on Thursday (Jul 9).
by Justin Ong Guang-Xi · CNA · JoinRead a summary of this article on FAST.
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SINGAPORE: News headlines from CNA will be displayed across SBS Transit’s 52 MRT stations and 15 bus interchanges.
The content will be displayed on about 150 digital screens across the transport network, following an agreement that was inked on Thursday (Jul 9) between Mediacorp, SBS Transit and Moove Media, which does advertising for the public transport operator.
The content will serve over 3 million daily passenger trips, which comprise 70 per cent of Singapore’s daily commuter journeys.
The memorandum of understanding between the three companies was signed at Dhoby Ghaut MRT station on Thursday, where a 2m screen displayed the latest headlines from CNA with a QR code to read the full story online.
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SBS Transit operates the North East Line and Downtown Line.
“This collaboration with Moove Media and SBS Transit allows us to extend Mediacorp stories, news and entertainment into everyday commuter journeys, while creating fresh opportunities for brands to reach audiences in meaningful and measurable ways,” said Mediacorp CEO Tham Loke Kheng.
For a start, only news headlines will be displayed, but future collaborations such as snippets of popular TV shows by Mediacorp and features on nearby attractions around the transport node could be explored, said Group CEO of SBS Transit Jeffrey Sim.
The three companies said in a statement on Thursday that advertising opportunities will also be explored.
As to why headlines were chosen to kick off the collaboration, Mr Sim said it is “important for our commuters to be kept abreast of the latest happenings”.
He added that there are plans to grow the number of display screens across the transport network. The content will not be displayed inside the MRT trains or buses.
Moove Media CEO Jeffrey Kwek said that Mediacorp can be trusted to deliver accurate news.
“This is very interesting for a consumer or commuter; it’s trusted media that you can consume on the go to ensure that you know what you’re reading is reliable and accurate,” he said.
Ms Angeline Poh, chief customer and corporate development officer at Mediacorp, said that SBS Transit was chosen as a partner because it is Mediacorp’s aspiration to “engage everyone every day”.
“Partnering with SBS Transit gives us the opportunity to turn our on-air and online network into an on-ground, in-person touchpoint,” she added.
The three companies said in a joint media release that the collaboration aims to make everyday journeys more informative, engaging and connected.
"Commuters can look forward to curated content experiences and trusted news updates that will add vibrancy to transit spaces, enhance daily commute journeys and foster stronger community connections," they added.
For advertisers, the partnership will explore integrated solutions spanning Mediacorp’s content ecosystem and Moove Media’s out-of-home transit network, said the three companies.
"These may include bundled advertising offerings, bespoke cross-platform campaigns and enhanced audience measurement capabilities, enabling brands to engage consumers across screens and spaces with greater relevance and measurable impact," they added.
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