Targets:

 

Targets set by The Advisory Committee For Chinese Programmes (ACCESS) under the Media Development Authority (MDA).

 

ACCESS Report 2002-2004

 

Channel U is encouraged to make use of co-productions in dramas with overseas production houses to introduce our local programmes to overseas viewers. Channel U can also learn from their overseas counterpart and transfer knowledge and skill to our industry. This will allow Channel U to expand beyond the Singapore market and uplift Singapore s position in the international media industry.

 

Avoid having strong reliance on Taiwanese acquired variety programmes and Hong Kong TVB dramas. There were times when Channel U and Channel 8 scheduled TVB dramas to compete head-on in the same slot, hence driving local dramas supporters to tune to acquired dramas. Members stressed that it is vital to have local programming with strong production values and local relevance to keep Singaporeans anchored and attuned to Singapore.

 

Channels U should be en couraged to produce Chinese programmes not only for our local Chinese community but also for a wider audience beyond Singapore. There is a difference between producing for the local and the international markets as local programmes that are popular with our viewers might not necessarily appeal to the international audience because of their strong local flavor. The same goes for programmes that are produced for the international market, which might not appeal to local audiences.

 

ACCESS Report 2006-2008

 

Though Channel U is targeted at the Chinese population, it is a concern that local (especially current affairs) programmes are too focused on the Chinese community and culture.  It would be good if broadcaster can find a way to assimilate the lives and cultures of the other races in Singapore into Chinese programmes to help foster a greater understanding of other racial groups. 

 

There is still a lack of public awareness on good publicly funded programmes, and that Channel U does not seem to be giving these programmes as much publicity as their commercial programmes. The promotion of a programme  plays a very important role on how it is received, and Channel U should not spare any effort to promote high quality programmes even though they may not have mass appeal

 

ACCESS Report 2008-2012

 

While the Committee noted Channel U’s strategy of focusing on infotainment and entertainment programmes, members still urged Channel U not to disregard the importance of offering info-ed or Current Affairs programmes as the provision of these genres on the channel would enable it to offer a balanced mix of programmes for viewers.

 

Encourage to support the local media industry in Singapore through the outsourcing of its local programmes, including dramas, telemovies and infotainment programmes to local production houses. In particular, the Committee noted that most of the local programmes shown on Channel U, including three telemovies shown in December 2009 ( “煮持人” (Cooking without Clothes), “向日葵的约定” (The Promise) and “一切从遗书开始” (The Will)) were produced by local independent production houses. ACCESS felt that this approach provided a good platform for the local production houses to showcase their programmes, as well as create greater diversity in programming and help grow the local media industry.Members encouraged Channel U to continue to build on its strengths in offering quality local programmes to create a distinctive brand for the channel, as well as to play a more significant role in growing the local media industry.