Podcast listenership has grown worldwide. Today, podcasts are more popular than ever, especially with the increased consumption of digital media in the midst of the COVID-19 pandemic.
Singapore is no exception. Internet users here spend an average of 36 minutes listening to podcast each day.
Between the first quarter of 2020 and 2021, local listenership of mental health themed podcasts among Gen Z and millennials increased by 323 percent and 411 percent, respectively. These numbers speak to the trend of young adults integrating podcasts into their daily lives.
With more media professionals jumping on the podcast bandwagon, what does it take to produce a podcast that not only draws the audience, but also brings in the advertising dollars?
From content creation to monetisation.
Sign up for this industry webinar, in collaboration with speakers from Mediacorp, KC Global Media Singapore, and comedy house Ministry of Funny, to find out about the latest trends as well as developments in the podcast industry.
There will also be opportunities for you to share your views and raise questions during the Q&A session.
We look forward to your participation.
Tertiary students, fresh graduates, educators, and media professionals.
For enquiries or assistance, please email Help-SMC.
Mr. Tui Jurn Mun
Director, School of Management and Communication.
Introduction to guest speakers.
Mr. Danny Koordi
Assistant Commissioning Editor
English Audience - Partnership & Digital Business Development
Mediacorp TV Singapore
Danny will take us through an overview of the local podcast scene, and share Mediacorp’s entry into the digital audio foray as the national broadcaster offers a diverse range of non-linear on-demand quality audio content to its audience. Danny will also touch on the challenges Mediacorp faces as the network explores ways to enhance its podcast content, and deliver value to its listeners and advertisers.
Ms. Fang Yu
Original Productions & Creative Services
KC Global Media Singapore
Fey Hollow: The Fairy Tale Murders is a fictional crime thriller podcast produced by KC Global Media Asia, one of Asia’s leading entertainment hub. Within a week of its launch in June this year, the eight-episode podcast series reached the #1 spot of the Fiction category on Apple Podcasts and #5 overall on Spotify. As one of the show’s producers, Fang will share her first-hand experience producing this immersive audio drama. She will also offer insights on marketing and promotions for scripted fiction podcast, along with ideas on how to monetise scripted podcasts.
Mr. Terence Chia and Mr. Haresh Tilani
"Yah Lah BUT" podcast & comedy house Ministry of Funny
Haresh and Terence will share the journey of building their "Yah Lah BUT" podcast, one of the most popular local podcasts, which has been covered in multiple media outlets in Singapore, despite being started as an experimental project. The duo will share their learnings and thoughts on the power of audio, the surge of content being created in the podcast space, and the need to be at the forefront in connecting with their audience. They will also discuss the commercial potential of audio, which led them to produce a scripted audio pilot for Audible and Folklory.com, their own business-to-consumer platform selling "audio gifts".
Mr. Mubin Saadat
Diploma in Mass Communication
Having previously started several podcast projects independently while working in his day job as an auditor, Danny took the leap by starting his own podcast production business back in 2019, and is now the Assistant Commissioning Editor for Podcasts at Mediacorp, where he oversees content strategy and podcast production across the entire network.
His past projects included "Screwed Up Moments" for local social enterprise The Happiness Initiative, "Work ReImagined" for Fuji Xerox, and "The Unlocking Podcast", a partnership with local illustrator Anngee Neo. At Mediacorp, he helms podcast production for various shows such as "Hey Mama!" with Sophie Gollifer, "The Naked Truth with Gerald and Kim", and more recently, the brand new horror audio drama series "After Dark"; whilst also dabbling in podcast related partnerships with organisations such as Scape, Wattpad, Temasek Polytechnic, and Ngee Ann Polytechnic.
Fang Yu is an Executive Producer at KC Global Media Asia. She is a veteran producer across international and regional production markets throughout Asia, and has worked on some of the largest scripted and non-scripted films, television, podcast, and digital formats in Asia, from Hollywood films such as "Jumper" and "Occupational Hazards", to "Contender US" and "Contender Asia", as well as production management of the ratings smash "Asia’s Got Talent" for Sony Pictures Entertainment Asia. Most recently, she is involved in the production of the scripted podcast "Fey Hollow: The Fairy Tale Murders".
Her projects have won multiple awards at Asian Television Awards, Promax World, PromaxBDA Asia, and nominations in Sundance Film Festival, Digital Emmy Awards, and 1st ASEAN International Film Festival and Awards.
Helmed by Haresh Tilani and Terence Chia, Ministry of Funny (MOF) is one of the top comedy brands in Singapore, with more than 195,000 followers, over 27 million videos views, and a critically-acclaimed podcast, "Yah Lah BUT" (#5 on Spotify, with more than 1,000,000 streams). In 2019, MOF's TV pilot beat more than 400 entries from Asia to be commissioned as an eight-episode TV series called “She’s A Terrorist & I Love Her”. The show was released in 2020 and won two Asian Academy Creative Awards for "Best Original Program by a Streamer" and "Best Comedy Program". In the first half of 2021, MOF also produced “The Amazing Showman”, a Mandarin TV series for Mediacorp, “Mars Poiyi Sernthutthom”, a Tamil TV series also for Mediacorp, and “Life Exchange”, an audio pilot for Audible. As a result of MOF’s filmmaking endeavours, both Haresh and Terence were invited to be one of the co-founders and jury members of Samsung’s inaugural mobile-first film festival called “Short and Sharp”, alongside media luminaries such as Eric Khoo, Anthony Chen, and Jeanette Aw.
Mubin has worked across different news platforms including broadcast and digital and taken on diverse roles as a journalist before transitioning to the field of academics as a lecturer. With more than 13 years of experience in the media, he began his career at radio news before moving on to Channel NewsAsia’s digital team as an editor covering major events and breaking news.
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