IMDA, TikTok launch programme to help Singapore media professionals build micro-drama expertise

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.

Global market expected to be worth US$150b

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.

在新加坡资讯通信媒体发展局 (IMDA) 和 TikTok 新加坡的一项新计划下，更多在新加坡制作的微型剧集将面向全球观众推出。

该计划将帮助当地媒体专业人士建立新的制作能力，创造原创知识产权，并制定商业化其故事的策略。

IMDA和TikTok在周三（10月1日）联合发布的新闻稿中表示，此次合作将IMDA致力于加强本地媒体人才建设的承诺与TikTok对受众和市场的深刻洞察结合起来。

该计划旨在为新加坡的媒体专业人士提供支持，帮助他们发展真人拍摄和人工智能（AI）动画形式的微型剧制作专业技能。

在六到九个月的时间里，参与者将向 TikTok 及其合作伙伴学习微型剧故事讲述技巧，例如垂直内容制作、镜头设计和构图、故事悬念设计以及负责任地使用技术。

该计划还将向他们介绍新的商业和平台特定功能，包括提示工程、付费墙策略和受众货币化。

参与者将掌握开发和制作 50 至 100 集节目的技能和工具，每集时长约为 1 至 3 分钟。

他们可以选择专注于真人实拍路线，该路线侧重于使用真人演员、实景和布景拍摄的内容；或者，选择专注于动画内容（例如动漫或漫画风格的动画）的人工智能动画路线。

全球市场预计价值1500亿美元

新加坡资讯通信媒体发展局 (IMDA) 和 TikTok 新加坡表示，首期项目将惠及 20 家认证公司的媒体从业人员。未来，该项目可能会扩大覆盖范围。

新加坡资讯通信媒体发展局 (IMDA) 和 TikTok 新加坡公司在解释其推动因素时指出，微剧和其他短视频内容是一种快速增长的形式，预计今年全球市场将创造 1500 亿美元（1910 亿新元）的收入。

“如今，新加坡 15 岁及以上人群中有 87% 每周都会访问 TikTok、Instagram、YouTube 和 Facebook 等热门社交媒体视频网站，而且他们花在观看和参与短视频内容上的时间比例越来越高。”

新加坡资讯通信媒体发展局助理首席执行官唐英年将此次合作描述为“迈向构建充满活力、具有全球竞争力的媒体行业的重要一步”。

“凭借 TikTok 的覆盖范围和洞察力，我们的人才和公司能够更好地在全球平台上抓住新的机遇，并以对待任何创意作品的同样细致和精湛技艺来驾驭新的技术工具。”

TikTok 新加坡公共政策负责人 Candera Chan 表示，将新加坡的创意人才与其全球影响力以及短视频故事讲述方面的专业知识相结合，可以帮助新加坡制作的内容触达世界各地的受众。