Singapore – Mediacorp, Moove Media and SBS Transit have entered into a strategic partnership aimed at bringing curated content and integrated advertising experiences to commuters across Singapore’s public transport network.
The three organisations signed a memorandum of understanding (MOU) under the theme “Unlocking Possibilities – Creating Value Through Connections”, combining SBS Transit’s transport network, Moove Media’s transit advertising capabilities and Mediacorp’s content ecosystem to create a more connected commuter experience.
As an initial rollout, commuters will receive curated content, including CNA news headlines, across digital screens at all 67 MRT stations on the North East and Downtown Lines, as well as bus interchanges.
Tham Loke Kheng, CEO of Mediacorp, said the collaboration extends the company’s content beyond traditional channels while creating new opportunities for advertisers.
“Whether audiences are at home, online or on the move, our focus is on bringing them trusted, engaging and relevant content wherever they are.”
The companies also plan to explore community programmes and other content initiatives designed to make daily journeys more engaging.
Kheng added, “This collaboration with Moove Media and SBS Transit allows us to extend Mediacorp stories, news and entertainment into everyday commuter journeys, while creating fresh opportunities for brands to reach audiences in meaningful and measurable ways.”
Jeffrey Kwek, CEO of Moove Media, added that the partnership reflects the growing role of transit media as a connected advertising channel.
Beyond commuter-facing content, the partnership will also develop integrated advertising solutions spanning Mediacorp’s media platforms and Moove Media’s out-of-home transit network.
These include cross-platform campaigns, bundled advertising offerings and enhanced audience measurement capabilities to help brands engage consumers across both physical and digital environments.
“Together with SBS Transit and Mediacorp, we are bringing content, data and transit media closer together to enrich the commuter journey while delivering greater impact and accountability for advertisers,” Kwek added.
Meanwhile, SBS Transit Group CEO Jeffrey Sim said the initiative is designed to add value to commuters’ daily journeys beyond simply displaying content.
“It’s about finding new ways to add value to the everyday commute of our passengers. By combining our strengths, we’ll bring timely, relevant and engaging content to all 67 of our MRT stations on the North East Line and Downtown Line and bus interchanges.”
The MOU took effect immediately following its signing at Dhoby Ghaut MRT Station.
