SPH Media creates an immersive behind-the-scenes media experience for Army Information Centre
SPH Media opened its doors to the Army Information Centre (AIC) on 31 Mar for a glimpse into our processes and approach to content creation, omnichannel platform targeting, young audience (Gen Z and millennials) strategy, AI-powered podcasts, end-to-end content marketing, and more.
Behind the scenes
Led by Head, AIC, Colonel Kenneth Gn, over 30 officers across various functions experienced a first-hand behind-the-scenes look at a day in the life of a media professional.
At the SPH Studios, where The Straits Times puts together their shows, presenter Hairianto Diman demonstrated what it takes to produce a weekday talk show, letting an AIC officer take a shot at trying out a spiel in front of the camera.
The journey also included a stop at the brand new BT Audio Visual studios, where they were given a tour of the video sets and its enhanced podcast capabilities. The immersive experience allowed volunteers to record a podcast intro, where they witnessed the inclusion of AI technology in its production.
Insights and strategies
Beyond the hands-on experiences, the learning journey also provided insights into audience segments and success stories.
The Agency Partnerships and Insights team highlighted media consumption habits of Gen Zs and millennials, with a focus on touch points such as The Business Times’ Thrive, Chinese infotainment media brand HeyKaki, and our audio content platforms.
ST Audience Growth Specialist and face of TikTok, Friday, provided an insider look into ST’s social media approach to better engage the younger audience in a new and different voice.
SPH’s Content Lab also provided a peek into how they create effective performance-driven multimedia content for clients through our end-to-end content marketing services.
A networking session with editors and radio personalities concluded the experience.
In his closing remarks at the event, Colonel Gn said: "SPH continues to be a market leader in this segment and industry. From the presentation as well as the experience we had, the segmentation, positioning, and targeting are very clear. We do want to examine possibilities for collaboration.”
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