More microdramas produced from Singapore could be launched to a global audience under a new programme by the Infocomm Media Development Authority (IMDA) and TikTok Singapore.
The initiative will help local media professionals build new production capabilities, create original intellectual property (IP), and develop strategies to commercialise their stories.
This brings together IMDA's commitment to strengthen local media talent and TikTok's deep audience and market insights, the two entities said in a joint press release on Wednesday (Oct 1).
Under the programme, media professionals in Singapore will be given support to develop microdrama expertise across live-action and artificial intelligence (AI)-animated formats.
Over a span of six to nine months, participants will learn microdrama storytelling techniques from TikTok and their partners, such as vertical content production, shot design and composition, storytelling cliff-hanger design and responsible use of technology.
The programme will also introduce them to new commercial and platform-specific capabilities, including prompt engineering, paywall strategies, and audience monetisation.
Participants will be equipped with the skills and tools to develop and produce 50 to 100 episodes, each about one to three minutes long.
They can choose to focus on the live-action track, which focuses on content filmed with live actors, locations and sets; or, the AI-enabled animation track that focuses on animated content such as anime or comic-style animation.
IMDA and TikTok Singapore said the first run will benefit media professionals in 20 accredited companies. The programme could potentially be scaled to a wider pool in future editions.
Explaining their impetus, IMDA and TikTok Singapore pointed out that microdramas and other short-form vertical video content are a fast-growing format, with the global market projected to generate US$150 billion (S$191b) in revenue this year.
"Today, 87 percent of people in Singapore aged 15 and above access top social media video sites such as TikTok, Instagram, YouTube and Facebook on a weekly basis, with an increasing share of that time spent watching and engaging with short-form content."
IMDA's assistant chief executive Yvonne Tang described the partnership as an "important step" towards building a "vibrant, globally competitive media sector".
"With TikTok’s reach and insights, our talent and companies are well-placed to seize new opportunities on a global platform, harnessing new tech tools with the same care and craft they bring to any creative work."
TikTok's public policy lead for Singapore Candera Chan said combining Singapore's creative talent with its global reach and expertise in short-form storytelling can help made-in-Singapore content reach audiences around the world.
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