VIDEO: Singapore celebrates Microsoft-MediaCorp marriage

So far, media agency executives are encouraged by the premise. “With MediaCorp being a local content powerhouse and Microsoft a platform leader, this partnership will no doubt complement each entity's strengths, and all parties including local online users will stand to benefit if the two don’t simply exchange logos,” says Ian Loon, head of digital at Starcom Singapore.

Despite the competitive online space — which already hosts Singapore Press Holdings’ AsiaOne network and Stomp, plus SingTel’s inSing.com and Yahoo’s portal among others — Loon has faith in Singapore’s latest joint venture. He believes it can stand out and draw audiences — both current and new.

“MediaCorp’s cross-media content is now set for quicker and more targeted distribution, with better interactivity for the users,” he says. “Imagine a local version of Hulu with entertainment-hungry users downloading and streaming on-demand content on multiple platforms, even via messenger.”

Advertisers should take heed too, as xinmsn is promising content services that will lead to “exciting new advertising opportunities,” says Mark Inster, MD of Microsoft’s Online Services Group.

Jason Lima, digital director of OMD Singapore, notes that the portal bodes well, as marketers always seek fresh and multi-faceted platforms for their messages.

“This deal means that brands will be looking to complement their TV buys by offering unique engagement and content initiatives online through the xinmsn portal,” he says.

“Additionally, with the growth of professional content, we can expect an increase in investment across online video formats for pre-. mid- and post-roll campaigns .”

MediaCorp’s content monopoly brought online will also offer good opportunities to evolve integrated sponsorship deals, according to Loon. He notes that advertisers will be looking to work with portals such as xinmsn to integrate their brand with their content, applications or products. “Product placement with the usual sponsorships, plus content association, may also work, albeit in a stronger, embedded and contextual manner.”

xinmsn’s success could also have further repercussions. “If the partnership is successful, it will be interesting to see where it goes. It might be distributed via MSN or by making content amphibious across several platforms,” says Lima.

Although it seems MediaCorp and Microsoft have shaken hands on a worthy partnership for now, the success of their portal will rest on more than generating ad dollars.

“Growth will depend on collaboration — with agencies and clients — to ensure it does not become just another banner, text or video advertising site,” says Loon, arguing that MediaCorp and Microsoft have to ensure that the latest portal “lives up to the marketing possibilities and is able to grow its viewership beyond Singapore”.

This article was originally published in the 11 March 2010 issue of Media.