IMDA unveils SG$48m initiative to support digital storytellers and AI adoption

Singapore's media professionals will receive a boost in creating digital-first content under a new SG$48 million programme launched by the Infocomm Media Development Authority (IMDA).

Titled the Digital Content and Capability Development (DCCD) programme, the four-year initiative aims to help local media companies and creators adapt to shifting audience behaviours and an increasingly digital-led media landscape. The programme was unveiled by senior minister of state for digital development and information, Tan Kiat How.

The move comes as consumption habits continue to evolve. According to IMDA, 87% of people aged 15 and above access leading social video platforms such as TikTok, Instagram, YouTube and Facebook on a weekly basis.

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At the same time, short-form videos, microdramas, AI-assisted production workflows and AI-generated content are becoming increasingly popular among audiences and creators alike.

Under the programme, IMDA will focus on two key areas: digital content development and capability development.

The digital content pillar will support the creation and distribution of stories designed for social platforms, digital channels and mobile-first formats. This includes content aimed at different audience segments, from youths to seniors, through formats and narratives tailored to how they consume media today.

Meanwhile, the capability development pillar will support experimentation with emerging storytelling formats and technologies, including AI-generated content, short-form episodic productions and AI-assisted workflows. IMDA said these tools can help media professionals spend less time on repetitive production tasks and focus more on creative direction, storytelling, business development and pitching.

To participate in the programme, media companies will undergo an accreditation exercise assessing their content development capabilities and track record. Accredited companies will then be eligible to take part in Calls for Proposals (CFPs). The first accreditation exercise has already seen 117 companies accredited. IMDA's inaugural CFP opens on 18 June and will run until 31 July.

Alongside content development support, IMDA is also looking to strengthen AI adoption among media professionals through the National AI Impact Programme (NAIIP).

The broader initiative aims to train 100,000 non-technical professionals across industries to become AI-bilingual over the next three years. As part of this effort, IMDA has curated a list of AI courses tailored specifically for media professionals, covering areas such as AI-assisted social media content creation, audience engagement analysis and content optimisation.

One example is a generative AI-enhanced social media content creation course offered by Singapore Management University, which teaches participants how to use AI tools to create short-form content for platforms such as TikTok, Instagram Reels and YouTube Shorts.

Eligible professionals can use SkillsFuture Credit for these courses, while NTUC members may also tap the Union Training Assistance Programme (UTAP) for additional support.

The DCCD programme builds on IMDA's SG$200 million Talent Accelerator Programme (TAP), which was launched in December 2025 to strengthen the capabilities of creative producers, scriptwriters and directors across film and television. The initiative was designed to support the development of globally marketable "Made-with-Singapore" stories and strengthen the country's media talent pipeline.

IMDA said the programme forms part of its broader efforts to help Singapore's media ecosystem develop new digital content formats and strengthen digital capabilities. The authority added that these initiatives are intended to help media companies better connect with audiences across platforms while creating opportunities for Singapore stories and formats to reach international markets.

The latest initiative also comes as IMDA continues to ramp up efforts to accelerate AI adoption across industries. In May, the authority partnered with Grab to launch the Grab AI Programme for SMEs, an initiative aimed at helping 10,000 small and medium-sized enterprises across Singapore's food and beverage, retail and eCommerce sectors adopt AI.

The programme offers complimentary online training, masterclasses and webinars through GrabAcademy, with a focus on raising AI awareness, improving AI literacy and helping businesses overcome common barriers to implementation.

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