Mediacorp-Singapore personalises online user experience
As part of a new drive to make its content, products and services more personalised and tailored to its audience, Singapore terrestrial broadcaster Mediacorp is inviting users of Channel NewsAsia and Toggle to create an online account. This will provide users access to Mediacorp’s online and mobile services through a single sign-on using an email, Facebook or Google account.
Parminder Singh, chief commercial and digital officer, Mediacorp, explained: “By learning what you consume and what more you want, we can take you to stories you are interested in and programmes you love. We help you discover more content that you relate to. This is key to our digital transformation and continual efforts to engage a new generation.”
At Channelnewsasia.com, visitors can follow the latest news updates on trending topics or news stories of their interests easily — in essence, creating their own dynamic “My News Feed”. More than 60,000 readers have signed in to “My News Feed” to enjoy its features since it launched two months ago.
For users of Toggle, Mediacorp’s interactive over-the-top (OTT) service, the ability to personalise the video viewing experience is now possible with a “My Watchlist” feature. This helps users access their favourite shows quickly and notifies them about new episode releases. Under “Top Picks”, subscribers are recommended content based on their usage and preferences.
Anil Nihalani, head, connected media, Mediacorp, added: “We take our users’ experience very seriously and are constantly finding ways to improve it. Through personalisation, we’ve seen a growing number of users watching Toggle content from our recommendation engine.”
While personalisation enables Mediacorp to make more informed decisions about future programming, stories and services, it is also giving advertisers access to useful insights that help them create more targeted and effective marketing solutions.
Singh concluded: “The benefits of personalisation to the audience translate into benefits for the advertiser. Personalisation increases brand engagement and loyalty among audiences by delivering messages that are tuned to and even anticipate what they want.”