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Refinery Media Launches creative collaboration deal with StarHub for Sunsilk Academy Fantasia

Unprecedented 18-hour surveillance for 360-degree multi-platform, internationally-recognised programme

Singapore, 26 April 2012 – This July, viewers can expect excitement, drama and talent as StarHub imports internationally-successful singing competition, Academy Fantasia, into Singapore. With a sure-shot chance at stardom, the mandarin singing competition will invigorate Singapore’s local entertainment scene through its live-streamed, multi-platform, reality-based format.

Refinery Media, pioneers of the usage of multi-platform social media tools in Asian-produced reality TV productions, expands its presence in the Media Industry through the creative partnership with Telecommunications Network, StarHub.

“We are delighted by the partnership with StarHub, it is a huge opportunity for Refinery Media to advance alongside leaders in the Media Industry,” said Karen Seah, CEO, Refinery Media. “This collaboration exemplifies Refinery Media’s commitment to creatively partner with the industry’s leaders in ways that we hope will push the boundaries of multi-platform branded content and set innovative trends that become tomorrow’s Media industry standards,” she added.

In-line to their commitment to cultivating a rich exchange of leading-edge ideas, the programme also sees the inaugural collaboration with Sunsilk, a leading hair care brand.

“Sunsilk Academy Fantasia is something that we identify with as the programme mirrors the same progressive spirit that we believe in. We delight in spotting bright new ideas and talents ahead of anyone else and nurturing them towards greater heights,” said a Sunsilk representative.

The trio-party collaboration demonstrates Sunsilk Academy Fantasia’s commitment in providing fresh, high-quality content through creative partnerships and the integration of various media platforms.

The entertainment–focused reality programme will be the first in Asia to receive a cable TV channel exclusively dedicated to one show. Moreover, Sunsilk Academy Fantasia will be the sole programme featured 18 hours a day on a 360-degree platform spanning TV, Web and Mobile.

In tandem with the collaboration, Sunsilk Academy Fantasia offers viewers the opportunity to live vicariously through the contestants. With a new method of interactivity for audiences, the programme allows viewers a voyeuristic experience into the Academy itself. As they participate along on their mobile devices, viewers can get regular updates, gain access to behind-the-scenes webisodes via social media as well as an exclusive peep at exciting footage from the 18-hour surveillance on the contestants.

The 10-week competition features 14 contestants as they experience the opportunity of a lifetime while competing for the coveted prize of a two-year singing contract and a recording album with renowned local record label, Ocean Butterflies (OB).

When Academy Fantasia was first conceptualised in Mexico in 2002, it instantly scored top ratings, generating more than 10 million votes in its first season. The show format was so successful that regional countries such as Indonesia, Malaysia, Thailand, Cambodia, India and China bought the rights to launch the competition in their respective countries.

Mr Tan Tong Hai, Chief Operating Officer of StarHub, shared, “Any operator can acquire a piece of content and retransmit the content on its platform. So how do we differentiate ourselves? Going forward, content development is the way to go. The production of Sunsilk Academy Fantasia marks a major milestone for StarHub as this will be our biggest ever foray into content production.”

“The changing media landscape has seen the Internet open up to an array of media platforms. It has opened new windows into the ways that media consumers are being engaged. It is exciting to see a 360° programme such as Sunsilk Academy Fantasia take advantage of this trend to not just enhance the audiences television viewing experience but utilize this cutting edge platform to empower the finalists to showcase their talents to a wider audience,” said Karen.

Auditions for Sunsilk Academy Fantasia which will be held at Square 2 shopping mall on 19 May and 20 May 2012, are open to youths of all nationalities between the ages of 16 and 30. 14 contestants will be selected to enter the finals. These 14 finalists will then be housed in an academy, specially built to monitor them 18 hours a day. For 10 intensive weeks, they have to adapt to living life in the limelight, whilst undergoing intensive training which include decorum and singing lessons by well-known personalities.

Contestants will pit against one another on their singing abilities and performances during weekly concerts held at St. James Power Station where one contestant will be eliminated each week. To raise the stakes in the competition, two contestants will be sent home for the first two weekly concerts. Results will be based on a 70-30 ratio, with 70 percent of votes decided by a panel of judges and 30 percent through SMS voting by the public.

The Sunsilk Academy Fantasia weekly concert will be hosted by Joe Tsoi, a Singaporean veteran in hosting youth and entertainment programmes such as Taiwanese shows- Joe’s Music Report, Asian Music Spin and 100% Entertainment.

The Sunsilk Academy Fantasia daily shows will be hosted by Louis Wu, a Super-Host competition (2005) finalist, and Ophelia Su Bei Ru, a popular host discovered in the first season of One Million Star.

360º Multi-platform AF Experience

Debuting on 8 July 2012, Sunsilk Academy Fantasia is a 360-degree platform spanning TV, Web and Mobile. Featured on an exclusive Sunsilk Academy Fantasia channel (StarHub TV Channel 110), the programme will have two encore telecasts and daily programme recaps. It will also be aired on E City (StarHub TV Channel 111/825).

Viewers may catch weekly concerts streamed via StarHub Internet TV and Mobile TV. Exclusive behind-the-scene footages and contestant blogs will be made available on Sunsilk Academy Fantasia’s Facebook on www.sunsilkacademyfantasia.com.

For the latest gossips and highlights, fans can follow tweets on #AcademyFantasia as well as 14 individual contestant twitter accounts.

Simultaneously, StarHub is also developing a Sunsilk Academy Fantasia app for the iPhone and Android phone users. More details on the app will be released at a later date.

For more information on StarHub TV, visit www.starhub.com/tv.

For media enquiries, please contact:

Elliot Rudge
• Head of Integrated Marketing
• DID: +65 6241 8460
• Email: elliotrudge@refinery-media.com

Florence Grundy-Warr
• Communications & Social Media Marketing Executive
• DID:+65 6241 8460
• Email: Florence@refinery-media.com

About Refinery Media

Refinery Media is a full-service media production company that incorporates new and emerging technologies in today’s distribution channels. Designing properties that launch on the web and live on multiple media platforms—online, mobile, TV, film and consumer products, Refinery Media is also a full-service studio that is uniquely positioned to take advantage of new emerging technologies and content distribution channels to create a library of original and licensed hits. Uniquely positioned to take advantage of new and emerging technologies, Refinery Media’s vision is to redefine entertainment by creating hit properties for savvy technology users of the future.

About StarHub

StarHub is Singapore’s fully-integrated info-communication company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates Singapore’s fastest two-way HSPA+ mobile network that delivers up to 21Mbps for downlink to complement its nation-wide GSM network, and an island-wide HFC network that delivers multi-channel cable TV services (including High Definition Television and on-demand services) as well as ultra-high speed residential broadband services.

StarHub also operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore’s fibre-based Next Generation Nationwide Broadband Network, StarHub offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services.

Launched in 2000, StarHub has become one of Singapore’s most innovative info-communications providers, and the pioneer in ‘hubbing’ – the ability to deliver unique integrated and converged services to all its customers. StarHub, listed on the main board of the Singapore Exchange since October 2004, is a component stock of the Straits Times Index and the MSCI Singapore Free Index.

25 April 2012, Singapore – Reality TV programme SUPERMODELME extends its global footprint in the international fashion scene with its collaboration with Audi Fashion Festival for its fourth season.

The search for Season 4 contestants will kick-start early at Audi Fashion Festival 2012 where SUPERMODELME host Lisa S will handpick the girls herself. Besides this platform, SUPERMODELME also uses MSN Malaysia and Xinmsn to reach out to a vast audience.

Call for entries is open to Indonesia, Hong Kong, Malaysia, Thailand, Australia, Vietnam, Singapore, Philippines and China. Season 4 promises to have a greater appeal with an increased cash prize of S$35,000 as well as a contract with top international agencies both in Europe and Asia. The top 3 contestants from season 4 will also walk the runways of Audi Fashion Festival in 2013, exposing them to a ‘live’ audience and international fashion experts.

Karen Seah, Supermodelme’s Creator and Executive Producer, says: “I’m delighted by the collaboration with AFF; it is a huge opportunity for Refinery Media to advance on a world-class level alongside leaders in the Fashion Industry. This collaboration exemplifies Supermodelme’s commitment to creatively partner with the fashion industry in ways that we hope will push the boundaries of a locally-made, internationally-recognised multi-platform television format.”

“We are very excited for Season 4. Working together with a prestigious platform like AFF will promise more international judges, fashion designers and fashion icons.” says Ms. Seah. “We see this as an opportunity to strengthen and show support to local and regional talents. Through this platform, we are able to promote regional talent that is equipped to survive internationally.”

Special Thanks to author, Adrian (Superadrianme