S’pore media firms to get micro-drama production support under IMDA-TikTok initiative

Media companies in Singapore can apply for funding and training under a new initiative to produce micro-dramas, catering to the evolving preferences of audience consumption. The Infocomm Media Development Authority (IMDA) and TikTok's Microdrama Programme aims to develop 50 to 100 episodes, each lasting up to three minutes, rooted in Singapore culture and perspectives.

The objective is to equip participants with the skills and techniques necessary for storytelling and creating content optimized for vertical viewing on mobile devices.

IMDA and TikTok assert that strong characters, compelling narratives, and emotional resonance are crucial for commercially successful productions. The initiative falls under IMDA's $48 million Digital Content and Capability Development program, launched in June, which supports the creation of Singapore-centric content and exploration of AI tools.

To qualify, firms must first be accredited by IMDA based on their content development capabilities, experience, and team structure. As of September, around 270 media firms have received accreditation, including Clover Films, Eatbook, Fly Entertainment, AsiaOne, and MS News.

The first cohort of the Microdrama Programme will consist of media professionals from 20 accredited firms, spanning six to nine months. Participants can choose between two learning tracks: a live action track focused on content filmed with actors, locations, and sets designed for mobile viewing, and an AI-enabled animation track that utilizes AI tools to create anime or comic-style animation.

Training in the AI track covers prompt engineering, consistent character creation, visual effects quality review, and the use of advanced AI video generation models, such as Seedance 2.5.