Mediacorp and Vice partner for content sharing deal

Mediacorp has teamed up with Vice

Mediacorp has teamed up with Vice in a content deal that will see the latter's digital and TV content brought to a new Singapore audience.

The pairing will give Mediacorp fresh shows and that appeal to a younger audience in exchange for serving as the exclusive advertising sales partner for Vice.

Popular shows to make the transition will include Vice Reports, The Cute Show and 10 Questions You Always Wanted to Ask.

“With Vice, Mediacorp will be able to offer more original Vice content to the digitally-savvy youth population in Singapore via our digital entertainment destination, Toggle," explained Mediacorp’s chief commercial and digital officer Parminder Singh.

"Through Mediacorp’s reach and relationships, Vice will gain access to new audiences and advertisers in Singapore.”

Hosi Simon, chief executive of Vice Asia-Pacific added that it wanted to "champion" the voice and point of view of young Singaporeans, "reaching further to bring this generation content that reflects their values and lifestyles."

The deal comes not long after Mediacorp ran its first 'Upfronts' in the region, drawing brands and agencies to a half-day pitch on its latest offerings.

Last year Vice was hit by a $157m write-down by Disney.

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