PUBLIC SERVICE BROADCAST PROGRAMMES

PUBLIC SERVICE BROADCAST PROGRAMMES: 16.

Mr Calvin Cheng:

Mr Calvin Cheng asked the Acting Minister for Information, Communications and the Arts in view of the Auditor-General's Report for FY08/09 (a) what specific steps are being taken by Media Development Authority (MDA) to ensure proper oversight of MediaCorp in using MDA funds for Public Service Broadcast (PSB) programmes; and (b) what other performance measures can be adopted to ensure that MediaCorp’s PSB programming meets the standards required by MDA.

Mr Calvin Cheng asked the Acting Minister for Information, Communications and the Arts in view of the current Public Service Broadcast requirements and MediaCorp being a profit-driven enterprise with a small market size of Singapore, what else is being done to increase the number and quality of local productions on local television.

The Acting Minister for Information, Communications and the Arts (RAdm [NS] Lui Tuck Yew): Mr Speaker, with your permission, I would like to take the next two Questions together.

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In FY 2008, the Media Development Authority’s Public Service Broadcast, or PSB funding, provided for about 2,000 hours of local content being produced and telecast across our seven free-to-air channels. This was an increase of 10%, or about 200 hours, more than local production here in 2007.

The Media Development Authority (MDA) has instituted several initiatives to improve the quality of our local productions. First, MDA requires MediaCorp to outsource a minimum number of local content hours to independent production companies annually. Currently, about 35% of local PSB production hours are outsourced to independent production companies, and this is an increase compared to 26% in 2005. As a result, we have a more competitive and creative environment and this approach has also helped to ensure a constant flow of fresh programme ideas.

Second, MDA has also introduced direct commissioning of PSB programmes since 2007 to bring about competition for PSB funds. Today, about 10% of the total PSB funds are set aside for this purpose. MDA invites independent production companies as well as MediaCorp’s production units to pitch ideas to develop high-quality programmes that would appeal not only to Singapore viewers but also to an international audience.

As a result of this and other measures, Singaporeans today enjoy a greater range of content choices and higher quality productions from PSB funding. Some of our local PSB programmes received the highest ratings on their respective channels. They have also won international accolades. Last year, our local PSB programmes won 20 awards and 16 other nominations at renowned international award events. Our local productions are also being acquired by established regional media players and channels.

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On the usage of PSB funds, MDA recognises the importance of ensuring transparency and accountability, and adopts a stringent approval process. In addition to discussions on programming strategies and PSB themes, in-principle approval from MDA is required before a production is commissioned to ensure the programme meets specific PSB objectives. Regular comprehensive reviews of the annual PSB Funding Agreement are conducted to ensure that MediaCorp has fulfilled its commitments in terms of total output and range of PSB programmes as well as outsourced production requirements.

MDA also sets target viewership ratings and Programme Appreciation Index as Key Performance Indicators for PSB programmes. The latter is measured in terms of the level of informative value, relevance, enjoyment and effectiveness in promoting social values, and our culture and heritage. MDA conducts quarterly PSB Appreciation Surveys to determine the Programme Appreciation Index. The survey results have been positive and encouraging. The past four surveys over the last year, showed that eight out of 10 Most Appreciated Programmes were PSB-funded.

MDA also receives regular feedback from its various advisory committees on the range and quality of TV and radio programming, including PSB programmes. Such feedback helps to enhance the overall quality of PSB programmes going forward.

MDA is commissioning an independent review of the effectiveness and efficiency of PSB funding, and will use the findings to develop other meaningful key performance indicators for PSB programmes. Let me conclude by saying that MDA will exercise proper oversight of how PSB funds are used and continue to

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work with the industry and stakeholders to enhance the quality of local productions.

Mr Calvin Cheng (Nominated Member): Thank you, Minister, for your comprehensive answer. I have two supplementary questions. First, is there a target that MICA and MDA would be working towards in regard to the percentage of local PSB-funded productions? Secondly, bearing in mind the difficulties of MediaCorp making profits in a very small market, would MICA consider subsidising MediaCorp to enquire better quality foreign productions?

Mr Speaker: You have three minutes left, Mr Lui.

RAdm [NS] Lui Tuck Yew: As I mentioned previously, what we provide funding for today is about 2,000 hours of local content. That has grown by about 10%, and in part, the limit is determined by the amount of radio and TV licence fees as well as the cost of production. Increasingly, we note that the cost of quality production has increased and what we want to try and do is to have about 35% of the money that we channel over to MediaCorp, perhaps be channelled into independent production houses so that there is a variety of programme genres, a variety of programmes not necessarily from MediaCorp alone. Rather than talk about subsidising, we work in partnership with MediaCorp.

For instance, MDA stepped in to co-fund "The Little Nonya". In part we did this, not knowing that it would be a commercial success. But we felt that "The Little Nonya" offered the opportunity to shine the spotlight on local culture and heritage. And together with the opening of the Peranakan Museum, I think it indeed had brought Peranakan culture to the forefront over the past 18 months or so. In doing so, we also retained the rights to subsequent revenue streams as a

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result of DVD sales or sales to overseas media and broadcasting companies. So we enjoy part of the success that follows from this production.

I want to add that, if we have not gone in to work with MediaCorp on this, there is a possibility that "The Little Nonya" would not have been produced in the first place. Cost was actually quite a bit higher than the usual drama series, because of the sets, expensive costumes and the amount of research that had to be conducted for this to be a viable production. So what we will do is to work with MediaCorp on the best ideas and determine which are the ones that deserve funding.

3.00 pm

Mr Speaker: Order. End of Question time.

[ Pursuant to Standing Order No. 22(3), Written Answers to Question Nos. 19, 21-22 and 25 on the Order Paper are reproduced in the Appendix*. Question Nos. 18, 20, 23-24 and 26-32 have been postponed to the next available sitting of Parliament. ]

*Cols. 1539-1546.