In the past 2 months, Zenithmedia bagged multiple awards across various prestigious events. For the Cannes Lions Media category, Zenithmedia's entry was the only Singapore entry to garner a Bronze award. For the Asian Marketing Effectiveness awards, Zenithmedia was the only media agency in Singapore to obtain a Bronze for Best Innovative Medium. These two awards were voted on Procter & Gamble's Pantene Hair Moisturiser's "Anytime, Anywhere" campaign.

For the Effies Awards, Zenithmedia was one of only 3 media agencies that emerged with an award. Zenithmedia gleaned a bronze for Nokia's N90 launch campaign under the Mobile Phones category.

The campaigns demonstrated Zenithmedia's perceptive consumer and product insights which resulted in highly effective media executions. Both campaigns registered postive business results, clearly reflecting Zenithmedia's dedication to its ROI philosophy.

MediaCorp TV launched an interactive game segment on Ch U which allows consumers to interact with other viewers via SMS on TV. This game segment is made available 2 hours before and after the transmission of the program proper. StarHub Digital CableTV had led the way earlier with various interactive options.

TV, a traditional one-way medium has now evolved to a two-way media by allowing interactivity with consumers via their mobile phones and/or their TV remote control. These interactive initiatives are just the tip of a greater evolution to come. In the coming future, advertisers may even be able to stream different ad versions to individuals that fit their target profile.

For the first time in radio history, Safra's Power 98 had nudged forward over a MediaCorp station. Power 98 actually moved up to 2nd place among English Radio Listenership*, taking over MediaCorp's Perfect 10.

There was a direct swap in audience as evidenced by the 4% surge by Power 98 and 4% dip by Perfect 10 amongst the demographics "Age 15-34".

Power 98's formula of success is in its programming - they enhanced it to be more interactive and engaging. These efforts helped to build affinity amongst the target segment. One of its addtions to its programming was the "Wave Games" like “Bust the Bank” and “Eat Drink and Live Football”. These games had high entertainment value, attractive prizes and high listener participation through on ground events, call-ins etc.

Power 98's years of hard work and perseverance had finally paid off. To keep its lead, Power 98 will need to continue to innovate and present more interactive programming. Notwithstanding, Mediacorp will certainly attempt a comeback with new efforts to woo the listeners back.

For more thoughts on this topic, go to insights.

*Source: Nielsen Media Research Survey #2 2005 & Survey #1 2006
Potential: Age 15-34 (Potential: 1,216k)

Despite the hike in May for programme loading for Ch 8 & U, postive performance from the programmes more than compensated for that. Cost efficiency actually increased.

On the other hand, Ch 5's programmes underperformed and therefore, its cost efficiency took a downturn.

Highlights include:
>> Ch8: Popular programmes like "Women Times"and "C.I.D." boosted ratings

>> Ch U: A strong following of 10pm Drama - "Jewel in Palace" and "Armed Reaction" garnered high ratings.

>> Ch 5 :Poor blockbuster movie titles and World Cup occupation diverted audience away.

Looking ahead, MediaCorp may continue to increase the programme loadings and CPRP will even be more dependent on programme popularity.