Mediacorp launches shoppertainment channel to tap content-commerce trend

Mediacorp has boosted its content and commerce offerings by launching a shoppertainment channel on its streaming platform MeWatch.

The ‘The Wonder Shop’ channel will be available on MeWatch’s livestreaming channel called Live+. Hosted by various Mediacorp celebrities and influencers, the channel allows people to chat in real-time and participate in games and product giveaways.

People can browse featured products in-stream, watch product demos and reviews, and pick up tips during the live Q&A segment. They can tap on a button directly within the live video, which brings them to the detailed product page if they want to purchase or get more information on a product.

“We are constantly exploring new and innovative ways to help our clients raise brand awareness and better connect with customers,” said Parminder Singh, chief commercial and digital officer at Mediacorp.

“In this regard, Live+ gives us a vital springboard to offer more exciting commerce-driven concepts such as livestreamed shopping that leverage the strengths of Mediacorp’s creative capabilities and talent network. We are confident that these solutions will give retailers an effective leg-up at promoting their products and services and driving sales.”

Radio talk show segments, Facebook watch parties and virtual press conferences that were streamed across each Mediacorp TV channel or radio station’s respective social media platform will also now be hosted on Live+.

Mediacorp previously experimented with the shoppertainment format in a partnership with Alibaba-owned Lazada for the e-commerce platform’s National Day Mega Sale and 9.9 LazMall Big Brands Sale.

The partnership saw Lazada’s sellers given access to Mediacorp’s assets, including television and radio spots, as part of marketing packages to amplify their engagement with consumers and drive sales.

In the lead-up to the National Day Mega Sale, Mediacorp hosted Lazada’s Guess It game show, where celebrities Kimberly Wang, Gerald Koh and Sonia Chew guided audiences in guessing the correct prices of featured products with hints.

These interactive one-hour shows were produced and filmed by Lazada and livestreamed on Lazada’s app. There was also a daily countdown corner ident embedded on Mediacorp’s channels Channel 5, Channel 8, Suria, Vasantham, CNA and Channel U to drive anticipation for the sale. L-shaped ads and time-of-day banners were also displayed on these channels.

Consumers watching TV shows on Mediacorp’s channels during the National Day Mega Sale were prompted to shake their smartphones to instantly receive rewards and ‘coins,’ redeemable currency in the Lazada app that could be exchanged for vouchers.