1A Executive Summary

TV12 currently has money left in its fund kitty for the Okto channel to
prodce a new show.
Thus, we have decided to air a new childrens show titled Finding Jenny,
a sci-fi drama series to educate and engage local viewers in a fun and
intersting way. The show will revolve around local landmarks and the MRT
stations are transformed into portals into new worlds. The show will debut
on 8th July 2016 and will subsequently be broadcasted every Friday night,
8-8.30pm on Okto.
In our report we have highlighted our objectives, such as explaining the
product idea in detail, setting smart goals, analysing the current market
and our competitors. Our main strategy is to use hammocking to help
introduce our shows to new audiences who will be influenced by shows
they already enjoy.
The key point of our marketing plan is our guerilla marketing strategy,
which will take place before Finding Jenny debuts, and the wallscapes
across all Downtown Line MRT stations that will e in place throughout the
campaign. This will ensure a viral effect and provide a strong Pilot to the
series, setting the show on a good start. The use of traditional, online and
outdoor media will also be implemented in due course.

1.0

Objectives of Report

Problem Faced
The TV 12 Marketing & Programming department has some money left in
its PSB (Public Service Broadcast) fund kitty to produce one more
programme.

Decision Taken
After a Cost Benefit Analysis (CBA), we have decided on a childrens sci-fi
drama called Finding Jenny. The show takes place in a parallel universe
where Downtown Line MRT stations are portals into different universes
and every station is a different universe. Jenny is the lead who maneuvres
her way through the different universes to find her way home. The 12episode series will premiere on okto on 8 July 2016, 8-8.30pm.
Through our CBA, we have determind that a childrens drama would have
greater intangible benefits as they build local familial values and national
pride, along with fostering problem solving skills. Furthermore, it would
also be a good platform to help nurture and develop local talent. Finding
Jennys target audience aso falls within the category of Oktos target
audience and will hence appeal to this age group and help increase
viewership for Okto.

2.1

2.0

Business Plan

Product Idea

The product is an 12-episode English children drama series titled

Finding Jenny. It will be aired on Mediacorps Okto starting from 8
July 2016 onwards. It is planned to run every Friday at 8.00pm for a
half hour slot. The series follows Jenny Liew (played by Kristen Lim)
as she tries to find her way home in a world where MRT stations are
teleportation portals to different universes.
2.2

Business Objectives

Tangibles:

To achieve an advertising revenue of $384 000.

To achieve a total profit of $144 700.
To improve ratings from 2.7% to 4% for this timebelt.

1 Refer to Viewer Estimation on Page 7

2

Intangibles:

To provide a form of entertainment for children as well as an

avenue for family bonding.

To improve Oktos reputation as a quality content producer to

viewers, sponsors, advertisers and other business partners.

To nurture and provide a platform for young talents in the local

industry to thrive and improve.

To help develop the local TV/Film industry
To increase oktos appeal to children through original content.

2.3

Market/Competitor Analysis

Okto

Disney

Nickelodeon

Channel 5
Channel 5 is
a 24 hours
english news
and

Okto is the

Disney

entertainmen

channel is a

t free to air

family

television

inclusive

channel in

entertainment

Singapore.

channel that is

Besides airing
Nickelodean is

in Singapore,

only childrens over 160

a comedy and

Channel 5 is

Channel

channel that is countries and

children-

available in

Title and

free-to-air in

oriented

Malaysia and

short

Singapore.

channel.

Batam.

(Nickelodean)

(Channel 5)

descriptio
n

available in

30 languages.
(Disney

(Okto)

Channel)

Its ok to call
Brand

the shots

to Be

logo and

Its Good To

The Best Place

tagline

Putting Kids

Be Home On

First

High quality

International

animated

Variety of

shows and a

childrens

few live-

shows with a

Local and

action series.

diverse racial

International

coverage and

movies and

various

series.

and local
children

Examples:

programmes

Phineas and

cartoons as

that are

Ferb
Girl Meets

well as live

animated and
live actions
shows.

Product
Offerings

Kungfu Panda
iCarly
Spongebob

Tree Fu Tom
The Magic

Squarepants

School Bus
Okto Cup
Youths aged

Target

4-12 years

Market

old2

Viewershi
p

The Noose
Hawaii 5-0
Tanglin

Examples:

Examples:
Main

action series.

Work
Gravity Falls

Examples:

Youth aged
Youth aged 615 years old.3

People aged

6-15 years

4 years old

old. 3

and above2

Children aged

Children aged

People aged

Children aged

6-11 years

6-11 years

>4 years old:

4-12 years

old: 446,0003

old: 354,0003

(3.1%)

old:(4.6%)

153,000

2 Obtained from Annex Annual Report 2013/14, refer to Works Cited Page 21
3 Obtained from Bibel, refer to Works Cited Page 21
4

24,1002
- Has shows

Strengths

- Offers both

- Has a rich

in different

- Applicable

International

history and a

formats

to a larger

and local

loyal

(award

audience.

shows -

following.

shows,

- Has shows

Offers both

- Suitiable for

cartoons)

in different

cartoon and

local and

- Creates own

formats

live action

international

content

(News,

- Has

markets

- Employs

reality

different

- Produces

social media

shows)

arms (Okto

original and

influencers

- Local

sports, a-ok)

creative

(FRED)

content

- Free-to-air

content

- Free-to-air

- Decling
ratings
- Quality

- May too

- Content

lower

westernised

- May be too

might be too

Weaknes

compared to

for locals

Westernised

mature for

competitors

- Pay-TV

- Pay-TV

children

program

Geez! I Didnt

Selected

me

Know That!

Movies4

Time belt
of

2.4

Supergirl
Get Blake5

(HD)6

Target Market and Viewership Estimation

Viewership Estimation

4 Obtained from TV Schedule - Disney Channel, refer to Works Cited Page 22

5 Obtained from StarHub TV Guide, refer to Works Cited Page 22
6 Obtained from TV GUIDE, refer to Works Cited Page 22
5

Oktos Primetime ratings for the age group p4-12 is 2.7 (14 500) and
we aim to increase it to 4% (21 481). Oktos total reach for the same
target group is 44.6% and we aim to increase it to 50% ( 270 179)7
Current prime time ratings = 2.7% (14 500)
Increased primetime ratings = 4%
4%= (14 500/2.7) x 4 21481
Current total reach for children = 44.6% (241 000)
Increased total reach for children = 50% (270179)
50%= (241000/44.6) 50 270179
Target Market

Demographics

Psychographics

Age range: 4-12

Gender: Both male and

lifestyles. Travels often with

female

parents through public

Education: At least

transport.

kindergarten

Attitudes: Fun-loving, motivated

Occupation: Student

by rewards and friendship

Race: All races

Language literacy: English

Dwelling: MRTs, public areas

Lifestyle: Active, healthy

Personality: Curious,
Adventurous, Eager to learn

Buying Influence: Will buy what

they deem is cool or what
they see their idols using

Viewing Influence: Will watch

watch they perceive to be
popular and interesting.

7 Obtained from Annex Annual Report 2013/14, refer to Works Cited Page 21
6

Media Usage: Internet natives,

watches TV frequently

Our target market was chosen as they fall under the majority of
Oktos target audience; hence, the content and characters of
Finding Jenny are catered to this group. Finding Jenny has a unique
concept that brings our characters on exciting, new adventures,
which will appeal to the fun-loving and adventurous side of the
target market. Our target audience is still within the age that
appreciates

anything

that

is

magical

and

present

in

their

imagination. The show incorporates magical elements and time

travelling to a different dimension which will intrigue young viewers
to watch the show.

2.5

Funding

Total Advertising Revenue8

384 000

MDA Production Assistance

116 000

Grant9
Less
production costs10
marketing cost11
Profit

290 000
65 300
144 700

The revenue we will achieve from advertising is just barely sufficient

to cover both production and marketing costs. Hence, we will still be
8 Refer to Appendix for breakdown of Total Ad Revenue on Page 24
9 Refer to Appendix for breakdown of the Grant on Page 23
10 Refer to Appendix for breakdown of Production Costs on Page 23
11 Refer to Appendix for breakdown of Marketing Costs on Page 38
7

applying for the MDA Production Assistance Grant to avoid any

possible instance of a deficit.
This leaves us with a surplus that we will spend on additional
marketing.
With the grant, we will have a profit of $144 700.
Without the grant, we will have a profit of $28 700

3.0

Marketing Plan
3.1

Current Market Offerings

Currently, Okto provides three slightly similar programmes at

various time belts. My Super Secret HQ is a locally produced
superhero comedy re-running every Wednesday and Thursday at
3pm. Me, Myself and Issac is science fiction drama about Issac who
creates clones of himself and is often cleaning up their messes, it
airs Thursday 8pm and Saturday 12pm. Lastly, Kickin It is an
American produced martial arts comedy that originally aired on
Disney XD and is now airing on Okto on weekends at 6pm.12
Monday, 8pm

okto@themovies

Tuesday, 8pm

Disney Girl Meets World Yr 1

Girl Meets World is a coming of age sitcom produced

Wednesday,

by Disney and is a sequel to Boy Meets World.

Disney Mighty Med Yr 1

8pm

Two boys become doctors and youth observers at

Mighty Med and often work on various injured
superheroes while having some misadventures

12 Obtained from Okto TV Guide, refer to Works Cited Page 22

8

along the way that would involve encounters with

Thursday, 8pm

various supervillains. (Might Med Plot Summary)

Me, Myself & Isaac!
Me, Myself and Issac is science fiction drama about
Issac who creates clones of himself and is often

Friday, 8pm

cleaning up their messes

Geez, I Didn't Know That! (HD)
A Professor teaches children about Science and little

Saturday, 8pm

known facts in this documentary-esque series.

Disney Crash & Bernstein Year 1 (PG)
The series centers on a boy with three sisters who
wishes to have a brother. His wishes come true

Sunday, 8pm

when a puppet named Crash comes to life.13

The Adventures Of Tintin (PG)
The original TinTin animated series featuring the
classic adventures of the globetrotting young
journalist, TinTin, and his dog, Snowy.

Most of the current market offerings have a common theme of liveaction dramas infused with comedy. Most of the offerings also have
a science-fiction aspect which speaks to the popularity of such
concepts. From Oktos website, a majority of their programmes have
family-friendly themes, similar to Finding Jenny.
3.2Product Idea and its USP
Product Idea
Title

: Finding Jenny

Language

: English

Genre

: Science-fiction Drama

Channel of air

: Okto

Runtime

: 8.00pm- 8.30pm on Friday

Transmission Date

: 8 July 2016

Plot
13 Obtained from Crash & Bernstein Plot Summary, refer to Works Cited Page 21
9

Jenny Liew is a typical spoilt, 11-year-old Singaporean girl who lives

in a nice house with her wealthy parents. One night, after a temper
tantrum, Jenny gets transported to a separate universe. She is
confused and lost but discovers that in this world - MRTs bring you to
different universes and every MRT station is a different universe.
With her new friends Kingston and Tommy, she tries to find her way
home while being on the run from Mei Na who seems intent on
making sure she stays in this realm. Will Jenny find her way home?
Product USP
: Guerilla Marketing Stunt14

Type
Estimated Cost

: $3,400

The Unique Selling Point of our product is a promotional event that

we will be holding before the broadcast of the show. A staged
invasion of an MRT station will be prepared on a weekend and when
the doors open, the passengers will be surprised to be in an
unfamiliar station as we would have reinvented it.
3.3

Product details and Price

3.3.1 The Product

Drama titled Finding Jenny.

Drama has 12 episodes in total.

Episode length is 22 minutes, with 8 minute of advertisements.

Drama airtime is from 8pm to 8.30pm on Fridays

According the Oktos programme line-up, 8-9pm on

weekdays are the slots for OktoOriginal where they
screen live action, Okto-produced programmes.15

Drama starts on 8 July 2016.

14 Refer to Appendix for Guerilla Marketing on Page 45

15 Obtained from MediaCorp, refer to Works Cited Page 21
10

The show is to start in July to give enough time for promotion

and filming.

Estimated production cost for all 12 episodes is $290,000, not

inclusive of marketing and distribution costs.

3.3.2Casting List16

Kristen Lim as Jenny Liew

Xander Pang as Kingston Lim

Damien Teo as Tommy Chan

Chloe Ng as Mei Na

Rebecca Lim as Mum

Adrian Pang as Dad

The Flying Dutchman as Narrator

3.3.3Episode Synopsis17

Episode

Plot

1 - Into the

Promenade station is a universe with the design

Promenade

and clothing of 18th Century England.

2 - Welcome to

Jenny saves Promenade stations electricity.

Prom
3 - Newtons

Newton station does not obey the laws of physics.

First Law
4 - Amongst

Whitley station is blindingly white and words are

Whitley

mismatched everywhere.

5 - Bow to King

At King Albert Park station, King Albert, a young

Albert

boy, rules the forested universe,

6 - Beauty

Beauty World is a world ruled by women.

16 Refer to Appendix for Casting List on Page 25

17 Refer to Appendix for Episode Synopsis on Page 32
11

World
7 - The View

Hillview station is a land where fresh air is no

From The Hill

longer available but people have evolved and

become much smarter with an improved quality of
life.

8 - Wrong

The MRT has broken down and Jenny and friends

Station

are stuck between stations.

9 - The

Fort Canning hill is empty and they dont meet

Forbidden Hill

anyone but ghosts of Singapores history.

10 - Take me to The group of friends arrive at Chinatown where no

China

one has any long term memory.

11 - Bay of the

Jenny and friends visit the Singapore rive where it

Ocean

all began.

12 - Downtown

Jenny finds her way Home.

Jungle

3.4

Distribution/Multiple Platform Delivery

Programming Strategy
The series will be aired at 8-8.30pm on Okto every Friday. A
Childrens series is most appropriate on the Okto channel and the
timing is chosen as it is the Oktoriginal timeslot.
Hammocking
Considering that our show is new and relatively weak in the
beginning, hammocking our shows between two pre-establish ones
might boost ratings and encourage viewers to stay tuned to our
show. In this case, we have placed our show at the 8pm slot,

12

between MasterChef Junior and Okto Cup, which are both successful
shows with established fanbases.18
Bridging
Before our show and after MasterChef Junior, we could include a
short trailer for Finding Jenny which would help carry over
MasterChef Juniors viewers to Finding Jenny.
Alternate Platforms
MediaCorps Toggle will air Finding Jenny as catch-up TV. This would
allow viewers to re-watch episodes or to watch episodes they
missed. MediaCorps Toggle has both free and paid content.
The show will also be sold on iTunes since children now frequently
watch their shows on iPhones and iPads, the cost will be $2.99 an
episode or less than $40 for an entire season.19
Recouping Losses
Costs will be recovered by the sale of advertising spots during the
programme.
3.5

Promotion

Guerilla Marketing20
Our guerilla marketing stunt is to be held at Promenade station
where using wallscapes, the MRT station will be transformed into a
jungle and forested area with actors and music.
Print Advertisement21

18 Obtained from MediaCorp, refer to Works Cited Page

19 Obtained from Apple, refer to Works Cited Page
20 Refer to Appendix for Guerilla Marketing on Page 45
21 Refer to Appendix for Print Advertising on Page 39
13

Our print advertisement will be featured on Young Parents magazine

so as to reach the parents of children who fall within our age range.
Broadcast Advertisement22
We will be using both Class 95FM and television commericials on
Okto to encourage viewership.
Out of Home Advertisements23
We will be using wallscapes across all Downtown Line MRT stations
since our show revolves around the downtown line stations.
Social Media Marketing
Finding Jenny will have a Facebook account set up to attract parents
and will partner with Night Owl Cinematics24, a popular local youtube
channel, to attract children.
Visits to Primary Schools
On the month of June, Finding Jenny cast members will visit schools
to perform short skits using exisiting props frm production. This will
help ensure that the target market pays attention and helps
reinforce and promote the show to the corrrect audience.
Promotion Summary Table25

Programmes/Events

Total Cost SGD$

Above The Line

PRINT
Young Parents/Monthly/Full Page Color/3
months

7,50026

22 Refer to Appendix for Broadcast Advertising on Page 40

23 Refer to Appendix for Out of Home Advertising on Page 43
24 Refer to Appendix for more information about Night Owl Cinematics on Page 44
25 Refer to Appendix for full Promotion Table on Page 38
26 Refer to Appendix for breakdown of Young Parents Advertising Cost on Page 39
14

OUTDOOR ADS
All DTL stations/Daily/Wallscapes/12 weeks

20,00027

BROADCAST
okto TVC/Fri-Sun 4-6pm/30s/12 weeks

028

Class 95/Fri 7-8am/30s/12 weeks

20,00029

ONLINE
Night Owl Cinematics (NOC) YouTube/16 July
2016/4 min

20,00030

Facebook page

Below The Line

GUERILLA MARKETING
Promenade Station/3 July 2016/5 hours

2,00031

Visits to Primary Schools

Total Promotion Cost

$69,500

4.0 Conclusion
Okto is confident that Finding Jenny will achieve our objectives of
increased ratings and increased total revenue within a three-month time
frame. With the success of Finding Jenny, advertisers will have greater
confidence in okto and our abilities to employ effective strategies and
promotions.
It is our belief that Finding Jenny will achieve our intangible goals of
providing an avenue for family bonding, as parents will be able to guide
27 Refer to Appendix for breakdown of Downtown Line Advertising Cost on Page 43
28 Refer to Appendix for breakdown of Okto Advertising Cost on Page 41
29 Refer to Appendix for breakdown of Class 95 Advertising Cost on Page 40
30 Refer to Appendix for breakdown of NOC Advertising Cost on Page 44
31 Refer to Appendix for breakdown of Guerilla Marketing Cost on Page 45
15

students as they watch the show. It will also improve oktos reputation into
a quality content producer to viewers, sponsors, advertisers and other
business partners as well as help nurture local actors from a young age.
We are confident that Finding Jenny will increase ratings and oktos brand
image, while providing quality content that will educate and develop
Singapores future leaders.

5.0 Works Cited

"ANNEX." Annual Report 2013/2014 (n.d.): 72. Media Development
Authority.

Web.

Aug.

2015.

<http://www.mda.gov.sg/Documents/AnnualReport/2014/pdf/MDA_A
R_Annex.pdf>
"Apple." TV Show Purchase Options in the ITunes Store. Web. 31 Jan. 2016.
<https://support.apple.com/en-sg/HT202729>.
Bibel, Sarah. "Disney Channel Is Cable's Number 1 Network in Total
Viewers. Kids & Tweens for 15 th Straight Quarter." Zap2it. TV by The
Numbers,

31

Mar.

2015.

Web.

31

Jan

2016.

<http://tvbythenumbers.zap2it.com/2015/03/31/disney-channel-iscables-number-1-network-in-total-viewers-kids-tweens-for-15thstraight-quarter/>
"Crash & Bernstein Plot Summary." IMDb. IMDb.com. Web. 31 Jan. 2016.
<http://www.imdb.com/title/tt2273734/plotsummary?
ref_=tt_ov_pl>.
"Disney
Channel."
Disney
Wiki.
Web.
31
<http://disney.wikia.com/wiki/Disney_Channel>.

Jan.

2016.

"MediaCorp Radio Stations Top Ratings Yet Again." TODAYonline. Web. 31

Jan.
2016.
<http://www.todayonline.com/entertainment/music/mediacorpradio-stations-top-ratings-yet-again>.
MediaCorp. "OKTO PROGRAMME LINE UP (DECEMBER 2008-FEBRUARY
2009)."

(2008):

n.

pag.

Web.

31

Jan

2016.

16

<https://mel.np.edu.sg/courses/1/1MEDMGT/content/_776972_1/Okt
o%20Decf Feb%20final%203dec.pdf>.
"Might Med Plot Summary." IMDb. IMDb.com. Web. 31 Jan. 2016.
<http://www.imdb.com/title/tt2573338/plotsummary?
ref_=tt_ov_pl>.
Moove

Rates.

Moove

Media.

Web.

31

Jan

2016.

<http://www.moovemedia.com.sg/wpcontent/uploads/2015/11/ratebook-26-oct-20151.pdf
"Okto

>

TV
GUIDE."
Toggle.
Web.
31
Jan.
<http://www.toggle.sg/en/channelguide/Okto/17-01-2016>.

2016.

"Production Assistance." Media Development Authority (MDA). Web. 31

Jan.
2016.
<http://www.mda.gov.sg/IndustryDevelopment/GrantAndSchemes/P
ages/ProductionAssistance.aspx>.
Singapore Land Transport Statistics in Brief 2015 Land Transport
Authority. n.d. Print.
SPH

Magazines Singapore Press Holdings. Web. 31 Jan 2016.

<https://mel.np.edu.sg/bbcswebdav/pid-937461-dt-content-rid11033956_2/courses/1MEDMGT/SPHMag_Oct2014.pdf>

"StarHub TV Guide." StarHub TV Guide. Web.

<http://schedule.starhubtvanywhere.com/>.
"TV

GUIDE."
Toggle.
Web.
31
<http://www.toggle.sg/en/channelguide/181>.

31
Jan.

Jan.

2016.
2016.

"TV Schedule - Disney Channel | Singapore." Disney Channel. Web. 31 Jan.

2016. <http://disneychannel.disney.sg/tv-schedule>.

6.0

Appendix
6.1 Funding

17

Pre-production

$65 000

Production

$112 500

Post-production

$112 500

Total costs

112 500 + 112 500 + 65 000=

$290 000

Our production costs are relatively low as our programme is only

half an hour long, therefore we spend less on production and post
production.
Funding from MDA Production Assistance Grant32
As a childrens drama series with moral education, Finding Jenny
will be available to grants from the MDA. MDA will provide grants up
to 40% of a productions cost.
Assuming MDA provides the full 40%:
40% x 290 000 = $116 000
We will receive $116 000 of grants.
Final production cost = $174 000

Advertising
All ads are 30 seconds and have a base rate of $1000 as well as a
loading factor of x2, the show is a half an hour slot every friday at
8.30pm. The programme will run for 22 minutes with 8 minutes of
advertisements.

32 Obtained from "Production Assistance.", refer to Works Cited Page 22

18

8 minutes advertisements = 16 ad spots

Advertising revenue from one episode = 16 x 1000 x 2 = $32 000
Advertising revenue from all episodes = 32 000 x 12 = $384 000

Base Rate (30 seconds)

$100033

Loading

Number of insertions

16 x 12 = 192

Total

$384 000

6.2 Casting Details

Name: Kristen Lim
Role: Jenny Liew
Age: 10
Contact Info: MediaCorp
Race: Chinese
Accomplishments/Relevant
experience:
-

Plays Xu Wen Wen, a good friend

of the lead character Wang
Xiaofeng (played by Ivan Lu), in
StarHub's new local drama Jump

Class
Ribena Advertisement with
family

Rationale for choice

-

As an up and rising actress,

Kristen will have the chance to
nurture her talents.

33 Obtained from MediaCorp, refer to Works Cited Page 21

19

Has experience working on a

set.

Note-worthy Information:
-

Kristen Lim, the daughter of

local actor Darren Lim and
former actress and host Evelyn

Tan.
Video reel(s): (links)
https://www.youtube.com/watch?
v=rz100YKxKJE
(Living on the boat)
https://www.youtube.com/watch?
v=U_bwBKbuFuQ
(Ribena Commercial)
Name: Xander Pang
Role: Kingston Lim
Age: 13
Contact Info: Race: Eurasian (mixed Caucasian and Chinese)
Accomplishments/Relevant experience:
-

Both siblings, Xander and Zachary have

acted Spring Awakening, The Full Monty

and Crazy Christmas.

In 2011, both Xander and his older
brother, acted in Zero Heros second

season, a childrens show on Okto.

Rationale for choice
-

Experience working on a set

Parents will understand filming
commitments.

20

Note-worthy Information:
- Adrian Pang and Tracie Howitt are Xanders
parents
Video reel(s): (links)
https://www.youtube.com/watch?
v=xTV8pX9gGA4&hl=en-GB&gl=SG
https://www.youtube.com/watch?v=bcmhdy9DzM (advertisement for Direct Asia)

Name: Damien Teo

Role: Tommy Chan
Birth Date: 12
Contact Info: +65 8100 8255
Race: Chinese
Accomplishments/Relevant
experience:
-

STAR AWARDS 2015 winner for best

young actor
2012 Junior Wushu Champ
Mediacorps The Journey
Resorts World Singapore

Advertisement
Rationale for choice
-

Is a great child talent, and will be

able to portray the characteristics of

Tommy very well.

Hes not new to running around and

being extremely active.

Has experience working on set

Note-worthy Information:
Video reel(s):
https://www.youtube.com/watch?
v=UV2WQSro-y0

21

http://www.msn.com/en-sg?refurl=%2fensg%2fvideo%2fcatchup%2fthe-journeytumultuous-times-episode-1%2fvp0d520be3-5443-45b2-8d4b9fb42fbafb20%3fr%3d1
https://www.youtube.com/watch?
v=IBjfXj4Y12w

22

Name: Chloe Ng
Role: Mei Na
Birth Date: 14
Contact Info: Race: Chinese
Accomplishments/Relevant
experience:
-

According to Ben Adams

Do You Mind?
Incredible Tales

Rationale for choice

-

Has experience working on

set
Fits the look
Has enough acting
experience to be able to pull

of an antagonistic role
Older than the rest to

correctly portray loss

She has experience working
with kids in several of her

shows.
Note-worthy Information:
Video reel(s):
https://vimeo.com/91938152

Name: Rebecca Lim

Role: Mother of Kristen Lim
Birth Date: 30
Contact Info: MediaCorp
Race: Chinese

23

Accomplishments/Relevant
experience:
-

Many Mediacorp serials,

most notable of which is

The Pupil
Winner of best actress in
the 2010 Asia TV Awards

Rationale for choice

-

Appears as a motherly
figure, able to instil

values into children.

Has experience on set

Note-worthy Information:
Video reel(s):
https://www.youtube.com/wat
ch?v=RssVjfrHWSU

Name: Adrian Pang

Role: Father of Kristen Lim
Birth Date: 8 January 1966
Contact Info: MediaCorp
Race: Chinese
Accomplishments/Relevant
experience:
-

Has acted in numerous television

shows, films and a lot of hosting.

He has won awards like best actor,
2009 Asian Television Awards.

24

Rationale for choice

-

We normally see Adrian acting in law

shows or theatrical but hardly in a
fathers point of view. This will be

refreshing to viewers and himself.

Is a father in real life
Son has been chosen to act as co-

lead
- A lot of experience working on a set
Note-worthy Information:
- Father or Xander Pang (playing Kingston)
Video reel(s): (links)
https://www.youtube.com/watch?
v=fc80VEn41Io (LKY Muscial)
https://www.youtube.com/watch?
v=9vZU4TouSeM (Chasing Longevity)

Name: The Flying Dutchman AKA

Mark van Cuylenbur
Role: Narrator
Age: 60

25

Contact Info: SPH Radio

Race: Eurasian
Accomplishments/Relevant
experience:
-

Most Popular Radio Personality

Award 2011

Rationale for choice

-

Iconic and professional Radio

personality in Singapore.
Has a deep and soothing voice
that would easily guide the
viewer through episodes and

highlight the message clearly.

Note-worthy Information:
Video reel(s): (links)
https://www.youtube.com/watch?
v=sjY6vbrfSVQ
https://www.youtube.com/watch?
v=BdBexjDjl3c
https://www.youtube.com/watch?v=akAu4db9kM (Radio segment)
6.3 Episode Synopsis
Episode

Plot

1 - Into

After a short argument at home about not being given a

the

new phone, Jenny dashes out of the house and manages

Promenad

to hide from her parents behind the pillar of a

26

promenade. By the time her anger subsides a little, she

is trapped under the promenade because of the heavy
rain and as if a spell was cast on her, she slips into sleep.
When she awakes, she is in an MRT that is stopped at
Promenade. With nowhere else to go, she walks out of
the carriage and the doors shut behind her. The place
looks historical, with everyone in old English outfits, ball
gowns with high collars and tight suits paired with curly
moustaches.

2-

Jenny is being stared and pointed at by many of the

Welcome

people because she is dressed differently. She knocks

to Prom

into Kingston, who looks aristocratic and is curious about

her new sense of fashion. He brings her to his house
however they are stuck in the bus when the bus comes
to a sudden stop because of a wave that affects the
Promenade Universe. Jenny finds out that her phone can
help stabilise the signal just by going onto the calculator
and solving some math equations and she eventually
befriends the mayor who tells her about the new MRT
stations and their magic. With her new friend Kingston,
Jenny

heads

to

the

next

station.

In her old home, we see someone typing on Jennys

computer and chatting with her friends online as Jenny.
3-

The doors open and Jenny starts walking with Kingston,

Newtons

however everything else, is floating, although the items

First Law

are strapped to the floor. Once again, Jenny and Kingston

are stared at for being able to walk with weight. They
meet a strange scientist, who tells them he is very close
to solving the mystery of floatation, however it turns out
he wants to experiment on them! Luckily, they manage
to escape and meet a young prodigy, Tommy, who

27

explains that a young girl messed up their gravity and

they do not know how to fix it. Kingston explains that in
his universe, it was important to believe and throws an
apple at the prodigy. After some work, the prodigy fixes
the gravity problem and joins Jenny and Kingston on
their next trip.
In Jennys universe, we see Jennys mother calling Jenny
down for dinner and the camera shows feet running
down the stairs.
4-

Jenny and her friends arrive at Whitley station where

Amongst

everything is blindingly white and words float around,

Whitley

sometimes knocking into people and causing accidents

all over town. The words of the national pledge appear
amongst others and Jenny notices this. Using a song, she
manages to put everything back together and find her
way to the MRT station again. When the doors close, we
see the world have color again.
In Jennys original universe, we see someone viewing
Jennys adventure in Newtons First Law through a
video feed on a computer in Jennys room.

5 - Bow

At King Albert Park station, Jenny and her friends are

to King

seized and brought to the King.

Albert

boy, rules the forested universe, where everyone is

King Albert, a young

enslaved and serving his every whim. Here, Jenny learns

how it is to be a cleaner and a servant and is humbled by
the kindness a maid shows her. Tommy, being very
intelligent, is able to outsmart King Albert and steal his
crown that gives him his powers while Kingston distracts
the people with ballroom dancing.

28

In Jennys universe, we see someone take out an ancient

book and begin typing out codes into the laptop. A girls
voice narrates how Jenny would not be able to get out
next time.
6-

Jenny and her friends arrive at Beauty World station

Beauty

where the boys are immediately separated from her. She

World

is taken to a beautiful place where she is dressed and

beautified to her confusion. She is taken to the police
station where housewives are the officers and she
explains that she is looking for her friends so that they
can go to the next station. They advise her to go on her
own as the boys are just a liability. However, she insists
and for the first time, admits that they are her friends.
The women argue that the boys are unintelligent and
after being able to see them, they prove otherwise.
In Jennys universe, we see Mei Na being picked up by
Jennys parents and they refer to her as Jenny when
asking her why shes starting to look a little different.

7 - The

Jenny and friends arrive at Hillview station, which is in a

View From

bit of an unusual area to say the least. They step out and

The Hill

see the huge expanse of land which they dont

recognise, and realize that its hard to breathe. After
learning about how the air is thinner since they were so
high up, and given masks to aid with breathing by a
resident there, they were enticed with the high standard
of living amongst the Hillview folk.
Jennys friends were all convinced that they should just
stay there, but Jenny saw the need to continue on her
adventure and they have a fight. Jenny wanders off and
winds up getting trapped on a bridge, but her friends find

29

her just in time to rescue her. They make up, and decide
to move on.
8 - Wrong The MRT stops and the lights flash for a moment. Jenny
Station

and her friends realise that the MRT has broken down
and they are now stuck between universes. Walking out
through the emergency exit, it is pitch black and Jennys
phone has run out of battery. However, they manage to
escape from a growling noise that turns out to be a fierce
monster after them by using Kingstons dancing to
distract it. Eventually, they find their way to the next
station despite the other difficulties they face.
Mei Na is seen at an MRT station scowling at the screen
showing 4 minutes to the next station. She begins pacing
and looking at her watch. She takes out a photograph of
her and her parents and begins tracing it. We find out
that they are dead.

9 - The

Fort Canning hill is empty and they dont meet anyone,

Forbidden

and are bewildered at the fact that a place could be so

Hill

uninhabited. Their electronics were all working but there

was no signal. They meet a goat who was at first scared
of them, and ran away. It was in the midst of running
when it got pounced upon by a lion. The gang wanted to
run away, but Jenny stepped out to shout at the lion to
leave the goat alone. The lion appeared to be very old,
and familiar somehow. After slowly inching towards the
lion and the petrified goat, Jenny has a vision upon
touching the Lion. She saw an old village, a Malaysian
man on a boat, and that was when she realised that this
was no ordinary lion.
It was the Merlion. The lion which Singapore was named

30

after. It shared stories about how its habitat and food

supply had been reduced, and stories about the old
times.
The ancient book is revealed to have belonged to Mei
Nas mother, who was a scientist. Both her parents died
in an accident and she was left poor and starving at the
promenade where Jenny was first at.
10 - Take

The group of friends arrive at Chinatown where no one

me to

has any long term memory. An old man comes up,

China

speaking in a foreign language and seems aghast. They

follow him to another part of the universe where they
meet people of another culture - the Hainanese. Through
this, Jenny and her friends find out more about the
culture and how chicken rice has an ingredient that helps
the Hainanese retain long term memory. The manage to
spread this to everyone else and soon, everyone has
their memory intact.
On their way to the MRT station, they meet a frantic
couple who is looking for their daughter, Mei Na as they
had been separated after their family car threw them in
different directions.

11 - Bay

They go to a strange fishing village. They meet the

of the

Merlion again, and he appeared younger, still at the peak

Ocean

of his life. This was when Jenny realized that this village
was in fact, Singapore, back in the day. But the Merlion
had no memory of meeting them before, since this was
way before modern Singapore existed. They hear a loud
horn, and the Merlion dashes away without saying
anything. They witness Sang Nila Utama sailing onto

31

shore and naming the village Singapura.

After that, they meet the ghosts of Sir Stanford Raffles
and LKY, and they were taken up into a cloud where they
watch that small fishing village turn into a huge, bustling
city.
12 -

The friends finally reach Downtown station, which Jenny

Downtow

is sure is her universe. When she arrives at her doorstep,

n Jungle

she meet Mei Na who is pretending to be her. Behind her,

Mei Na drops the picture of her parents. Jenny recognises
the

couple

in

the

photo.

Mei Na sees Jenny and snatches the photo from her

before Jenny has the chance to explain. They both realise
that Mei Na is slowly disappearing because Jenny has
returned to the Universe, so Mei Na is due back to her
own.
Mei Na grabs the ancient book and tries to find a way to
get rid of Jenny, but Kingston stops her. They tie Mei Na
up and try to explain but she does not believe them.
Jenny shows Mei Na a gift she got from Chinatown to
prove her point and Mei Na starts to believe her.
Mei Na asks them to let her go and they do, only to
cause her to throw Kingston and Tommy back to their
universes.

32

Jenny manages to convince Mei Na that they are telling

to truth by telling her stories from Mei Nas childhood. As
such, Mei Na lets go and completely disappears.
Years later, the MRT portal system is open to all the
public and the quality of life has improved around all
Universes.

6.4 Promotions
6.4.1 Promotion Schedule
6.4.1 Print
Young Parents (SPH Magazine)
As our secondary target market are the parents of young children
and families as a whole, which is the same as the target audience of
Young Parents, we have chosen Young Parents as our print media
advertiser.
Our print advertisement will be featured on Young Parents magazine
so as to reach the parents of children who fall within our age range.
The design is still children-oriented to allow for consistency amongst
our promotions, however, parents will be able to identify shows that
will stimulate yet cater to their childrens intelletual capacity.
The advertisement is one full page color spread which will be
present in three issues during the three months of Finding Jennys
airtime.

34

34 Refer to Appendix for Young Parents advertisement on Page 46

33

Base rate (Full page color

$2 500

35

spread)
Number of insertions

Total cost of advertisements

2500 x 3 = $7500

Viewership

27 000/ issue34

Total number of impressions

81 000

Cost per impression

(7 500/ 81 000)1 000= $90

CPM

6.4.3 Broadcast
Radio Class 95
We will be using Class 95, considering that it is the most popular
station amongst adults36 . As such, families in the car will be
exposed to our advertisement. Television commericals will be show
to attract existing viewers of okto.
Class 95 is the most listened to english radio station. We will have
two 30 seconds ad spots in between 7-8am every friday morning
prompting listeners to watch the show at night. This timeslot allows
us to reach our target audience as parents will be driving to work
and their children to school during this timing. With 12 weeks of
programming, we have total 24 radio insertions.
The advertisement is will use a narrative approach to first catch the
attention of the listeners. It will then use sound effects effectively to
retain the attention of the children who will be interested in such a
unique concept of advertising on radio.

37

35 Obtained from SPH Magazines, refer to Works Cited Page 22

36 Obtained from MediaCorp Radio Stations Top Ratings Yet Again, refer to Works Cited
Page 21
37 Refer to Appendix for Radio Script on Page 47
34

Base rate (30 seconds)

$700

Loading factor

Number of insertions

24

Total cost of

700 x 24 = $16 800

advertisements
Listenership

621 000 weekly audience

Total number of

7 452 000

impressions
Cost per impression

(16 800/ 7 452 000)1 000 =

$2.25 CPM

TV Commercial - okto
Our TVC will be shown on Okto. The 30 second long advertisements
will air twice an between 5-6pm every Friday, Saturday and Sunday
in order to reach our target market to get them to watch the show
on Friday 8pm. There is no cost to airing the advertising on Okto as
it is free of charge.
The TVC will use the music video style approach whereby we will
show short clips of the most exciting parts of our show. We will hint
but not completely explain what is happening in Finding Jenny,
leaving the viewers intrigued and interested to find out more.38

Base rate

100039

38 Refer to Appendix for TVC Storyboard on Page 48

39 Obtained from MediaCorp, refer to Works Cited Page 21
35

Loading for Friday

238

Loading for saturday

1.538

Loading for sunday

138

Cost for one on friday

2000

Cost for one on

1500

saturday
Cost for one on sunday

1000

Total friday cost

4000

Total saturday cost

3000

Today sunday cost

2000

Total cost/ week

9000

Total cost

9000 x 4 = $36 000

$0 own channel

6.4.4 Outdoor
MRT Wallscapes across all Downtown Line stations
Downtown Line is the newest MRT line in Singapore. 2.7 million40
people take the MRT everyday. We will have advertisements on the
wallscapes throughout every Downtown line station. This provides
synergy between the kind of advertising we have and the content
we produce.
The advertisement makes use of the width of the Wallscape to show
different universes in each carriage.41
40 Obtained from Singapore Land Transport Statistics in Brief 2015, refer to Works Cited
Page 22
41 Refer to Appendix for Wallscapes advertisements on Page 49
36

Base rate (4 weeks

$6 00042

media)
Production

$2 000

Number of insertions

Total cost of

6000 x 3 + 2000= $20 000

advertisements
Viewership

total number of mrt in sg= 209

ave person/ station= 24 770
number of station in dtl = 19
viewership = 24770 x 19 =
470 630 daily

Total impressions

3 000 000 (approximate)

Cost Per Impresion

(20 000/ 3 000 000)1 000=

$6.60 CPM

6.4.5 Online
YouTube
We will be hiring Night Owl Cinematics, a local social media
advertiser to produce a video on their YouTube Channel Ryan
Sylvia. As many young children nowadays are big fans of YouTube
comedy videos, this will have high appeal to our target market, who
will see that their idols support it and hence, support our show as
well.
The advertisement will be left to the creativity of Night Owl
Cinematics. However, we will work closely with them to ensure that

42 Obtained from Moove Rates, refer to Works Cited Page 21

37

the integrity and overall theme of Finding Jenny is communicated

accurately.

Cost of 1 video

$20 00043

Subscribers (YouTube videos

429 900

fluctuate on viewership
depending on popularity of
video therefore we use
subscribers a way to measure
the reach)
Cost per impression

(20 000/429 900) 1000

=$46.56 CPM

6.4.6 Guerilla Marketing

For our guerilla marketing, we will be hosting an event at
Promenade station. We will be re-enacting an episode, transforming
one MRT station into a world in our show.
Our guerilla marketing stunt is to be held at Promenade station
where using wallscapes, the MRT station will be transformed into a
jungle and forested area. There will also be actors dressed as tribal
people walking around. The music at the background will mimic that
of a rainforest. Every half an hour, tribal drums will sound and a
young boy dressed as King Albert from the episode Bow to King
Albert will appear.
This will definitely capture the attention of the public and help
spread the word for Finding Jennys release.

43 Refer to Appendix for Previous Receipts by Night Owl Cinematics on Page 50

38

Actors

$1 000

Miscelleanous

$1 000

(food, water,
transport,
overtime,
facilitators)
Total cost

$2 000

6.5 Creative Collaterals

6.5.1 Young Parents Advertisement

39

6.5.2 Radio Script

MACHINE:Next Universe
(CON):

Sound of train doors closing

(CON):
Sound of
portal opening
JENNY:
Where am I?
(CON):
Sound of old
English music
playing
MAN:
Watch where
youre going?
JENNY:
Mom? Dad?
(CON):
Sound of hand
phone buttons
being pressed
JENNY:
My phone isnt
working!
KINGSTON:
Could I have a
dance?

40

JENNY:

What is going on?

(CON):

Sound of Mei Na laughing

MEINA:

Get used to it!

MAN:

Theres the girl that knocked into me!

KINGSTON: Quick! Run!

(CON):

Sound of footsteps running

JENNY:

The MRT I need get back! What is this universe?

KINGSTON: Well get you home.

MACHINE:

Home.

NARRATOR: Catch Finding Jenny, Fridays at 8pm only on Okto!

6.5.3 TVC Storyboard
6.5.4 Wallscapes

41

6.5.5 Night Owl Cinematics

42

43

44