In June 2006, MediaCorp launched its HDTV trial over its new terrestrial Channel 38, opening with the Hollywood blockbuster, Lord of The Rings: The Two Towers. Likewise, from 10 June to 10 July 2006, Starhub's 1,000 selected HDTV trial participants can enjoy 64 'live' World Cup matches in HD format. Between August and September, MDA (Media Development Authority) plans to start a trial of HD programmes using Internet Protocol (IP).
Across the globe, there is an increasing adoption of the HD standard. As that happens, HDTV content will then be more accessible. This transition will equip advertisers with more gunpowder as HDTV is poised to revolutionise the way people watch TV and interact with one another.
HDTV allows for direct response advertising - via the remote rather than the phone. The potential for direct sales will be enormous. Engaging the audience and building brand loyalty will be greatly facilitated. In this phase of trial, the HDTV demographic will be a particularly compelling audience to have as they are the early adopters and the affluent ones.
Airport Advertising included in AdEx
With effect from January 2006, Nielsen Media Research Advertising Expenditure (AdEx) monitoring service will include that of Eye Corp Pte Ltd.
In December 2005, CAAS (Civil Aviation Authority of Singapore) announced that "Eye Corp" has been awarded the contract to manage the advertising concession at Singapore Changi Airport from 1 January 2006. They will also manage advertising displays in Changi Airport Terminals 1 and 2, Budget Terminal and the new landmark Terminal 3 (due for opening in 2008).
As not all AdEx of OOH contact points are tracked,
the inclusion of OOH contact points from Eye Corp Pte Ltd will help shed further insights on the OOH spend pie and help measure the effectiveness of airport advertising.
New Male Mag - Arena
MediaCorp Publishing announces the launch of a new male magazine "Arena", due in November. "Arena", like "Elle", is an international brand. The Singapore edition will be the first English language edition outside of Europe.
"Arena" is the second launch of a male targeted magazine this year, following "August" by CR Media (who also publishes Prestige, PC Mag, Wireless World).
The launch of these 2 magazines is timely for the Men's market, as there is a dearth of Men's titles in Singapore. Many titles like "Brave" have came and gone, perhaps a premature birth. Singaporean men now are a lot more image and brand conscious.
With MediaCorp publishing behind "Arena", extensive publicity via radio, TV etc is expected. "August" will likely be overshadowed due to smaller budget and also without the heritage of an international brand. Looking at these factors "Arena" will have much more to offer advertisers during its launch period.
CPRP Rises - Loading Increase
Recently, MediaCorp TV has increased the loading for some programs across Ch 8 and 5. The increase in loading is not a result of improved ratings for these programs. With that, the overall CPRP has increased by 10% to 15% from April to May 2006.
Some of the revisions include:
1) Channel 8 - TR report from 5x to 4.5x
2) Channel 8 - Top Fun from 6.5x to 7.5x
3) Channel 8 - Say It if you dare from 6.5x to 7x
4) Channel 8 - PSC Challenge Sat 8pm 6x to 7x
5) Channel 8 - 9pm Sat Sitcom from 7.5x to 8x
6) Channel 5 - Project Runaway from 5.5x to 6.5x
7) Channel 5 - Desperate Housewives from 8.5x to 10x
Looking ahead, we will see at least 13% average increase in terms on programming cost.
