Be aware of scammers impersonating as IMDA officers and report any suspicious calls to the police. Please note that IMDA officers will never call you nor request for your personal information. For scam-related advice, please call the Anti-Scam helpline at 1800-722-6688 or go to

First cross-platform content initiative spotlights Singapore’s youth sports

Dated: 1 August 2008

Singapore today unveiled Adrenaline, a repository of professionally produced and user generated youth sports content, delivered to its target audience through a combination of web 2.0 tools and broadcast technology. Adrenaline breaks new ground in Singapore as the first content initiative conceptualised for multi-platform delivery, beginn​ing with a web portal, mobile WAP, internet protocol television and cable television.

Produced by local media company Content Craft, Adrenaline was started with support from the Media Development Authority (MDA), the Singapore Sports Council (SSC) and SingTel mio TV. Since then, other partners have come on board. StarHub will also broadcast Adrenaline content, while *scape, a not-for-profit youth organisation, has been designated as the official “home” of Adrenaline.

“Our mandate for Adrenaline is to develop youth content that can be repurposed for a
wide variety of platforms, such as mobile phone, internet, television and outdoor media. The pilot programming focuses on youth sports to capture the current interest and address a programming gap in this genre, and we plan to venture into other facets of youth programming in the near future. In the long term, we hope to collaboratively develop new business models with our partners and jointly harness the growth opportunities in the new media landscape,” said Mr Philip Wu, Chairman, Content Craft.

Adrenaline is headlined by its features-packed web portal (, where members can upload photos and videos of their sporting moments, blog about their sporting experiences, get lifestreams from friends and groups, subscribe to content and even send match invites online. This makes Adrenaline Singapore’s first social media site dedicated to sports. Such user generated content could also be incorporated into the sports programmes.

The pilot run of the Adrenaline sports programmes consists 40 hours of professionally produced youth sports content that includes coverage on this year’s school sports meets, local sporting events, community games, instructional videos, sports personality profiles and Singapore’s journey to the 2010 Youth Olympics Games. Highlights of these programmes are available via mobile downloads (, the Adrenaline portal and SSC’s one-stop integrated portal for the local sports scene ( More details on the sports programmes can be found in the Annex.

“The concept of Adrenaline aligns with MDA’s efforts to spur the production of sports content and facilitate the carriage of such content on distribution platforms beyond traditional broadcast media. With its innovative welding of traditional and new media forms, Adrenaline appeals to its target of young audiences, and dovetails with MDA’s efforts to nurture media projects that have cross-platform potential. We hope the collaborative nature of Adrenaline will act as a catalyst to encourage more organisations and individuals to join us in developing Singapore’s sports media ecosystem,” said Dr Christopher Chia, Chief Executive Officer, MDA.

Mr Oon Jin Teik, Chief Executive Officer, SSC, said, “Adrenaline is one of the projects that supports SSC’s long term plan to develop the sports media and broadcasting sector by seeding the growth of sports broadcasters and content providers. It is also a demonstration of our ongoing effort to find new and innovative ways to reach out to our target audiences through a medium they are most comfortable in –in this case to the youth through new and non-traditional media –and by offering more sports content choices and ultimately help us to build a strong sports culture in Singapore.”

“We are very proud to be part of this initiative with our partners MDA and SSC, and very pleased that mio TV will be the first platform to broadcast Adrenaline TV," said Mr Low Ka Hoe, Director of mio TV and Content, SingTel. "SingTel is a strong supporter of youth projects, and this adds to our efforts to help young people connect with each other through music, games and sports. We are confident that this channel will help to bring the profile of local youth sports up a notch and provide a much needed platform for youth sports as the Youth Olympics draw closer.”

Said Ms Sandie Lee, StarHub’s Senior Vice President of Content Services, “Adrenaline TV effectively showcases Singapore’s vibrant youth sports scene. We understand that there are sports enthusiasts who will be keen to watch our young sporting talents in action, and we are pleased to present to viewers all the exciting local sporting action on our SuperSports channel and on our mobile platform. This initiative is in line with StarHub’s commitment to bring viewers compelling sports coverage and add greater value to our sports package.”

Beyond youth sports, Adrenaline has plans to expand its focus to include youth culture and lifestyle. In line with this vision, *scape has been designated the official “home” for Adrenaline, acting as a convergence point for young people to create content, events and programmes for Adrenaline.

“We are excited that *scape will be able to provide not only a venue for youth sports activities, but also be the driving force to pioneer the trend of user generated sports media,” said Ms Evelyn Lau, General Manager of *scape. “Our young video creators, bloggers, script writers, directors and producers will be invited to use Adrenaline@*scape as a launch pad for their activities and project syndication.”

Log on to today for a preview of adrenaline pumping youth sports content, ahead of its official launch on 1 September 2008. For mobile downloads, please access

- Ends -

Media Development Authority of Singapore (MDA)
Formed in 2003, the Media Development Authority of Singapore (MDA) plays a vital role in
transforming Singapore into a Global Media City and positioning it at the forefront of the digital
media age. MDA spearheads initiatives that promote developments in film, video, television,
radio, publishing, music, games, animation, media services and Interactive Digital Media. At
the same time, in ensuring clear and consistent regulatory policies and guidelines, MDA helps
to foster a pro-business environment for industry players and increase media choices for
consumers. For more information, visit and

Content Craft
Content Craft has been in the business of building and managing social networking sites and
communities since 2004, with local and regional sites such as, and In 2006, Content Craft developed and produced My
DreamD8 season 2, a multi-platform entertainment program spanning mobile, video and
online channels. For more information, visit

Singapore Sports Council (SSC)
The Singapore Sports Council (SSC) is Singapore's lead agency tasked with developing
sports in Singapore. Our vision is to create a Sporting Singapore where Sports is a way of life.
SSC aims to develop sports champions and create enjoyable sporting experiences for
Singapore through the three strategic thrusts of cultivating a sporting culture, achieving sports excellence and creating a vibrant sports industry. Formed on 1 October 1973, SSC is a
statutory board under the purview of the Ministry of Community Development, Youth and
Sports. Please visit the SSC website at for more information.

SingTel mio TV
mio TV is the innovative digital pay TV service offering from SingTel. Launched in July 2007,
the service offers customers value and full flexibility to watch what they want, when they want. Currently, mio TV offers a total of 49 channels from a wide range of genres as well as
Singapore’s largest range of video-on-demand titles and High Definition content.

SingTel is Asia's leading communications group providing a portfolio of services including
voice and data services over fixed, wireless and Internet platforms. Together with its regional
partners, it serves over 185 million mobile customers in eight markets. For more information,

StarHub Digital Cable
StarHub is the largest pay-TV operator in Singapore and offers a compelling line-up of over
150 channels via StarHub Digital Cable (including free-to-air and Demand TV channels).
StarHub's HubStation is Singapore's first two-way digital set-top box with built-in hard disk
that allows users to enjoy total control of their TV with Smart TV™, along with free broadband
Internet access and unlimited local calls. StarHub launched Southeast Asia's first commercial
High Definition Television (HDTV) service in January 2007, giving consumers a first-hand
experience of high definition content. As Singapore’s leading sports content provider, StarHub
offers 14 sports channels and delivers some of the world's most exciting sports action from
around the world, including the Barclays Premier League, Spanish Primera Liga, tennis Grand
Slams, US PGA Championship, Formula One World Championships, among other key sports
properties. StarHub was the official broadcaster of the 2006 FIFA World Cup™and UEFA
EURO 2008™, and will offer the Beijing 2008 Olympic Games across six dedicated cable TV

StarHub is Singapore's fully-integrated info-communication company, offering a full range of
information, communications and entertainment services for both consumer and corporate
markets. Visit for more information.

*scape is a not-for-profit charitable youth organisation that manages the current *scape Youth Centre, *scape Youth Park and *scape Skate Park in the heart of town at Somerset Road. Creative programmes and events are the heartbeat of *scape, and its venues are designed to incubate and showcase youth talents. Come 2010, *scape will be a 5 storey building on a 1.2 hectare site next to Cineleisure Orchard that will encompass the retail and community spaces, making it the iconic place for youth to congregate and network. With Singapore winning the bid to host the inaugural Youth Olympic Games in 2010, *scape will contribute greatly to the Games experience, being one of the venues for the Education and Culture Programme. For more information, visit www.* 

Annex​ ​