Digital Shorts Commissioning Brief

Target Audience: Youth (18–24-year-olds)
Format: 7-15 mins, 16:9 aspect ratio OR 15-60 secs, 9:16 aspect ratio
No. of Episodes, Language: Open / Flexible

This is a new category targeting the youth (Gen Z) audience, who is a diverse group with specific interests. We have identified three areas of interests that we’re seeking content ideas:

Adulting sheds light on transitioning into adulthood. It centers around topics such as love & relationships, communication and mental health.

This is different from Success Seekers (or Seeking Success). Content in this pillar is designed to provide tips on career or finance related topics. These include (but are not limited to) tips on financial freedom or content around job interviews and even office etiquette.

Elevating Lifestyle celebrates the Gen Z YOLO spirit. Studies have shown that the audience are open to spending (i.e. bargain deals, luxury items) or experiences (i.e. travel, food). We are looking for a series that serves such a target audience.

To create audience stickiness, concepts should be long-running akin to formats found on non-Mediacorp owned platforms (please propose platforms in your concept submission). Topics should be current, and workflows allow for a timely release. Content types can be designed as entertaining “factual entertainment (docu-tainment)” or scripted skits – as long as it piques the interest of this elusive demographic. Tonally, comedy and authentic storytelling are big draws to this demographic.