UnionWorks stumps up dollars 1.7m for stations

<p>SINGAPORE: Singapore Press Holding's Media Works has teamed up with </p><p>NTUC Media as part of a move by the SPH group to evolve into a </p><p>full-fledged media company with regional ambitions. </p><p><BR><BR> </p><p>UnionWorks, the newly-established joint-venture will be initially </p><p>capitalised at Sdollars 2.6 million (USdollars 1.4 million). </p><p><BR><BR> </p><p>The joint-venture has put forward a proposal to the Singapore </p><p>Broadcasting Authority to buy and operate the NTUC Media's radio </p><p>stations - the English language Most Music 91.3 FM and Mandarin language </p><p>Heart 100.3 FM - for Sdollars 1.68 million. </p><p><BR><BR> </p><p>If the deal is approved, it will enable MediaWorks to plug a gap on the </p><p>radio front. The company had earlier launched internet services and will </p><p>be unveiling its television offerings next month. </p><p><BR><BR> </p><p>MediaWorks chief executive Lee Cheok Yew said: "This transaction </p><p>completes our basic platforms of TV, radio and the internet in </p><p>Singapore. </p><p><BR><BR> </p><p>"Although we are more of a content than a platform player, these basic </p><p>platforms in Singapore are essential to showcasing our capabilities and </p><p>serving as a springboard for our regional efforts." </p><p><BR><BR> </p><p>NTUC media chief executive Seah Kian Peng, who will head UnionWorks as </p><p>its chairman, said the deal has been signed amid the ongoing </p><p>consolidation in the radio sector. </p><p><BR><BR> </p><p>The two partners are looking at repositioning, reprogramming and </p><p>rebranding the radio stations. </p><p><BR><BR> </p><p>The repositioning is expected to take place at the end of May to </p><p>coincide with the launch of MediaWorks' two television channels - the </p><p>English language TV Works and the Mandarin U. </p><p><BR><BR> </p><p>According to the joint-venture, the repositioning will seek to exploit </p><p>the synergies between the radio stations and MediaWorks' television </p><p>channels. </p><p><BR><BR> </p><p>Bernard Law, NTUC Media chief operating officer (broadcasting), said </p><p>there are enormous synergies to be gained between the television and </p><p>radio stations. </p><p><BR><BR> </p><p>According to Law, radio stations will help promote MediaWorks and vice </p><p>versa. </p><p><BR><BR> </p><p>It is expected that some of the radio stars will move over to </p><p>television, while the two companies examine cross promotions and content </p><p>sharing deals. </p><p><BR><BR> </p><p>In a related development, UnionWorks has retained NTUC Media's sales </p><p>agency agreement with Capital City Posters (CCP) to handle the sale of </p><p>air-time on the two radio stations. CCP's deal with NTUC was due to </p><p>expire in 2003. </p><p><BR><BR> </p><p>CCP will also work with MediaWorks and SPH to offer integrated packages </p><p>to advertisers. </p><p><BR><BR> </p><p>Law said the decision to retain CCP was based on its expertise in the </p><p>radio business through its parent company, Clear Channel, which is the </p><p>largest radio network in the US. </p><p><BR><BR> </p><p>Despite the deal, the four advertising sales people at NTUC Media will </p><p>keep their jobs. The four will now focus on selling ads for NTUC's </p><p>magazines. </p><p><BR><BR> </p><p>CCP has established Capital City Radio Sales and has appointed four </p><p>people to sell space for UnionWorks. </p><p><BR><BR> </p>