Youtube Technology

SGAG overhauls YouTube channel to create long-form video content with brands


By Shawn Lim, Reporter, Asia Pacific

May 6, 2019 | 3 min read

Singapore-based humour platform SGAG, which is unrelated to 9GAG, has overhauled its Youtube channel to focus on long-form video content with brands and launched a new live game show app.


The channel has already produced its first long-form comedy series called Neighbourhood Watch Task Force (NWTF).

The new channel, which was formerly known as OfficialSGAGTV, is now known as Nubbad TV (Nubbad), which is a play on the Singlish text speak for ‘not bad’.

SGAG claims the new channel will push out new and original series that veer away from the current Singaporean video trends found on YouTube. It hopes the rebrand will also allow the channel to encompass not just comedy, but all genres of entertainment.

The channel has already produced its first long-form comedy series called Neighbourhood Watch Task Force (NWTF) and supported by the Singapore Police Force, which commissioned eight featurettes aimed at educating the audience about crimes such as online purchase scams and shop theft.

The series centers around a bunch of do-gooder neighbourhood residents who band together to defend their estate from petty crime and petty people.

Nubbad is part of SGAG’s parent company, Hepmil’s overarching effort to extend its content reach. It has also introduced a new trivia game app called Panik to create community-focused experiences for Singaporeans.


The live-broadcast format of Panik introduces new layers of playability and real-time engagement to SGAG’s mobile-first digital native audience, and questions are based on localised topics ranging from general trivia to popular culture.

Participants answer a series of 10 questions and collect points for each correct answer, and those with the highest points win cash from a pot that rolls from $1000, or have the option to enter the bonus Panik round for an all-or-nothing final question. Those who are the first to answer correctly wins the whole pot.

“Existing significantly where people are has always been our core focus, and till now that has meant leveraging on social platforms,” said Karl Mak, the co-founder of SGAG.

“With Panik, it’s a step towards building something of our own, and gathering people on the digital space. It’s once a week, come play with us, and have fun.”

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