deafinitely boleh!

8/14/2019 Deafinitely Boleh!

1/17

Deafinitely Boleh! Project"What matters deafness of the ears,when the mind hears?


2/17

What is Deafinitely Boleh!? Deaf Can!

The name exudes energyand confidence, and

suggests that being Deaf

does not meanless

capable. Deaf can exceltoo, even in areas of

linguistic communication!


3/17

Objectives

Create/Promote deaf awareness toboth the hearing and deaf through aseries of informative and interactiveprograms

To the hearing community realizethe value of the deaf as part of our

new knowledge-based economy andhow they can help to better integratethe Deaf into the Society.

To the deaf challenge them to

recognize their strengths, help themunderstand the options available tothem, and encourage them to breakout of stereotyped or perceivedlimitations.


4/17

NLB Deaf Awareness Project Drama Series Project

Holistic Approach


5/17

Why a DramaSeries?


6/17

Why a Drama Series?

Reach presented by the drama is thefurthest of all media and would serve ourdeaf awareness purpose most.

Effective deaf awareness requires

characterization to touch people heart,which a Drama would be able to put forth.


7/17

11

92

80

60

43

18

35

16

424552

77

9198

S'pore TV Daily

Press

Radio Internet TV Mobile

Bus

Cable Weeklies Cinema

Past Week

Yesterday

Reach (%)

Source: Nielsen Media Index 2005Base (000): P15+ (3265)

Local TV has the highest penetration among all mediaWhy a Drama Series?


8/17

14

28

45

6267

71

Ch 8 (C) Ch 5 (E) Ch U (C) CNA (E) Central

(Multi)

Suria (M)

Why Channel 8?Reach (%)

Source: Nielsen Media Index 2005Base (000): P15+ (3265)

Channel 8 is the most watched


9/17

Successful Drama Series Project

Average Ratings (%)

Source:Taylor Nelson SofresPeriod:5-30 Aug 02, Mon-Fri 9pm

Base000 : P15+ (3,084),PMEB (606),Students (950),Grocery Buyers (1,006), Housewife (573)

Commissioned by Ministry of

Manpower and Singapore Labour

Foundation

This drama clearly conveyed the keymessage of importance of re-training

and union membership

Generated the highest ratings for any

drama for 2002 with over 1 million

viewers

Cumulative Reach of

2.5million viewers!

21.2

1316.4

23.8

27.3

0

5

10

15

20

25

30

P15+

PMEB

Stud

ent

GB

Housewife

Beautiful Connection


10/17


Commissioned by National Kidney

Foundation This drama clearly conveyed the

medical information on Terminal illness

affecting children and shared the

problems faced by families and

patients.

Due to the great popularity, series 2

and 3 followed after series 1.

A Childs Hope 1,2 & 3


11/17


Commissioned by NTUC

This drama clearly conveyed the key

message of importance of family tiesand kinships.

The Ties that Bind


12/17

Deafinitely Boleh!

Commissioned by Singapore

Association for the Deaf

This drama aims to convey these keymessages

deaf can fully integrate into society at

all levels.

3 intervention approaches available

locally, professional and financial(endorsed by NCSS) support

the challenges faced by deaf but how

they can achieve breakthrough in all

aspects with the support of society


13/17

Drama Series Project

ENTITLEMENTSENTITLEMENTS

2 x 30-sec commercial airtime per episode on Ch 8

Special positioning of commercials (premium position ie. 1st CB,

1st spot for the first commercial spot)

Programme trailers up to 40x in loading per week on Ch 8 (except

in News, Sole- & Competitor-sponsored programmes)

5-sec lead-in/lead-out acknowledgements in each episode

5-sec credit acknowledgement tagged-on to trailers

One product-type exclusivity per programme

This investment includes scripting, editing and production of the

drama.

INVESTMENTINVESTMENT (direct booking only)(direct booking only)


14/17

Funding

Funding

2 x Co-Sponsors4 x Main Sponsors

Proposed Sponsors

Ambassadors: HSBC, Siemens,KFC

Telco: Singtel, Starhub, M1

Nokia, KeppelCorp, CDL,

SembCorp, SPH

Proposed Sponsors

Foundations: SPH, Shaw, Tan

Hospitals: NHG, SingHealth


15/17

Funding

ENTITLEMENTS

8 x 30 sec spots of commercialairtime within the entire series

Special positioning of the TVC (willbe rotated among the sponsors)

Programme trailers up to 40x inloading per week on channel8(Except in News, Sole- &Competitor-sponsoredprogrammes)

5-sec lead-in/lead-outacknowledgements in each episode

5-sec credit acknowledgementtagged-on to trailers

Incidental exposure within thedrama series

One product-type exclusively perprogramme

ENTITLEMENTS

1 x 30 sec spots of commercialairtime within the entire series

Special positioning of the TVC (willbe rotated among the sponsors)

Programme trailers up to 40x inloading per week on channel8(Except in News, Sole- &Competitor-sponsoredprogrammes)

2.5-sec lead-in/lead-out

acknowledgements in each episode 2.5-sec credit acknowledgement

tagged-on to trailers

One product-type exclusively perprogramme

Funding

Co-SponsorsMain Sponsors


16/17

NLB Deaf Awareness Project Drama Series Project

Proposed Timeline

Carnival: 9-10 Dec 06

HSBC Story-telling: XX YY 06

NLB Staff DCCL: XX 06(Dawn, pls help to fill in

dates)

Sponsorship: Mar 06

Production: Jul 06

On-Air: Mar 07


17/17

Q & A Session

deafinitely boleh!

Documents