finalreport

Company Background
BEATRICE NG uncovers the humble beginnings of Mediacorp and The Celebrity Agency, a
learning space she has called home for the past six months.
Mediacorp is a media company based in
Singapore with its main business interests in
television, radio broadcasting and interactive
media. It is wholly owned by Temasek Holdings,
a government-owned investment arm. Mediacorp
runs seven Free-To-Air channels and 12 radio
stations, and is the only terrestrial TV
broadcaster in the city-state. Today, Mediacorp
has over 50 brands and products in 4 different
languages (English, Chinese, Malay and Tamil),
reaching out to virtually all adults in Singapore,
with advancements and growth as a major
media player in the Southeast Asian region.
With its extensive marketing in the television and
radio broadcasting sector, many prominent and
aspiring actors have called Mediacorp home to
their entertainment careers. The Celebrity Agency
(TCA), the talent management arm in Mediacorp,
oversees over 70 of these contracted artistes,
including actors and deejays in the local
entertainment industry.
Previously known as Artiste Management Unit
(AMU) and The Celebrity Network, TCA was
revamped to provide a more holistic and
structured management of the contracted a
rtistes. Headed by Ms. Georgina Chang,
founder of Mediacorp radio station LUSH 99.5,
TCA consists of three major departments
working cohesively towards a common goal to
ensure the best benefit of the artistes; Artistes’
Managers, Digital and Commercial Engagement.
Every employee in the department plays an
important role in ensuring that we never lose sight
of goal.
Artistes’ Managers manage the schedules of the
artistes. This includes planning their schedules for
filming as well as internal and external
engagements. They work most closely with the
artistes to ensure that they have their fair share of
work-life balance. The managers possess an eye for
detail and are meticulous.
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The Digital team takes control of promotional
activities of artistes on online commercial
platforms. The Digital team plans and generates
ideas for TCA’s social media content, and invites
various artistes to participate in them. The team
ensures a strong sense of variety and creativity is
always present in all produced content, especially
through videos and is always on the lookout for
trends.
The Commercial Engagement team oversees all
external engagements of artistes. This includes
endorsements, participation and appearances
paid for by external clients. The team is in charge
of liaising with Mediacorp’s internal sales team
to pitch different artistes for various external
engagements and achieve the best quotations for
them. The Commercial Engagement team is also
responsible for ensuring that engaged shoots run
as smoothly as possible so that satisfactory results
are achieved for the eventual released
photographs and television commercials. The
team is made up of sharp-witted individuals who
possess great public relations skills.
With effect from 1st June 2017, the Digital team
and Commercial Engagement teams have merged
to form one big unit to promote a new feature for
TCA: Online branded content. The Commercial
Engagement team will be responsible for pitching
various video contents for external clients, while
the Digital team will write and produce these
videos for promotion on TCA’s and the client’s
channels. The integration ensures a more
comprehensive promotion that benefits both
parties to better achieve a common goal of
gaining recognition for the artistes from TCA.