Singtel Group drives content strategy with international video competition

The 5-Min Video Challenge will be held in the Group’s regional markets

Singapore, 4 August, 2016 – The Singtel Group has launched ‘The 5-Min Video Challenge’ as part of efforts to drive content innovation in all its markets for Startup Thailand. The competition is a joint initiative by associates within the Group, comprising Singtel, Optus, AIS, Airtel, Globe and Telkomsel. Winning content will be distributed and made accessible to over 600 million customers across the Group.

Content is a big part of the Group’s strategy to connect with customers as the proliferation of mobile devices has fuelled demand for online video entertainment. The short five-minute format is ideal for audiences accustomed to viewing content on mobile devices.

Mr Mark Chong, CEO, International, Singtel, said, “We are making a big push in digital content as consumers have radically changed the way they consume entertainment. For many of Singtel’s more than 600 million customers, the mobile phone is also the only way for them to access the internet. A pan-regional competition makes a lot of sense as the power of content is its ability to transcend geographical and language barriers. Our customers will be able to enjoy access to a rich variety of original content created by the most talented content-makers from the region.”

The competition will be conducted at two levels – local and regional. Each associate will first invite aspiring or experienced local filmmakers to submit five-minute entries based on the theme “Connecting Lives”. The entries will be judged on criteria such as originality of content, storytelling and cinematography. Winning entries from the respective associates’ markets will then be judged at a regional level.    

Mr Chong added, “The theme “Connecting Lives” resonates with Singtel’s business of keeping people connected and how human connections can drive positive change in our everyday lives. We hope to discover new talent and concepts that we can work with on future projects for the Group’s mobile and video platforms such as Globe Studios and AIS Play.”

Mr Somchai Lertsutiwong, CEO of Advanced Info Service Plc., said: “Thailand has seen exponential growth in video content consumption. This is because it thoroughly responds to the needs of modern consumers. Another important contributor to growth is the strong digital infrastructure of AIS together with its mobile technologies including 4G, 4.5G, Super WiFi and the AIS Fibre fixed broadband network. As well, rapid growth in access to affordable smartphones at the mass-market level is another significant factor sparking the video content boom.”

“Therefore, we’re proud to play a part in organising this video content competition. We wish to work with new faces, as our content partners, in the video content creation business Startup Thailand. From this competition, we expect to find the best video content to present even more variety to AIS customers via the AIS Play video platform,” Mr Lertsutiwong said.

Two videos will be shortlisted from each associate’s market and a total of 14 videos will enter the regional level of the competition.

The grand winner and runner-up will be announced at the grand finals, which will be held in Bangkok, Thailand on 21 November 2016. Cash prizes of US$30,000 and US$15,000 will be awarded to the grand winner and runner-up respectively. The regional winners will also get the opportunity to promote their videos on each associate’s mobile and video platforms to customers in the Group’s markets across Asia, Africa and Australia. 

To find out more about The 5-min Video Challenge, visit www.the5minvideo.com.