Underground Singapore

Were going in

deep, and were going in loud

Submitted by: Tanya Augustine/p1020807 Ng Ching Peng/p1020922 Elitha Navaratnam/p1020865 Carmen Ong/p1046498

1) Tagline Were going in deep, and were going in loud. 2) Synopsis Underground Singapore is an infotainment show on OKTO introducing the subcultures of Singapore. The programme is a journalistic and ethnographic study of the various cultures that have always been in the dark. Every week, the host will visit and make contact with one of these sub-cultures such as punk and bikers. A single camera will follow him and document his experiences with these different groups and show all the fun they get up to. By the end of the show, the true nature of these unique groups will be exposed through him and thus debunking all stereotypes. This series is inspired by Little Britain which explores the different subcultures of UK via comedic sketches. However, unlike Little Britain, Underground Singapore ventures into these groups in a journalistic manner through the use of interviews and real footage. The host will be put into real life situations with real people. 3) Genre Info-tainment/ Lifestyle

4) Programme duration and number of episodes 30 minutes X 8 episodes

5) Target audience Young adults, from 15 years old to 35 years old 6) Time slot 10-10.30pm

7) Treatment: Underground Singapore is unlike the other info-tainment shows on Singapore television, and not only because of its content. Even though this programme is already unique in its exploration of the sub-cultures of Singapore, it is the style and tone that will also set it apart. Its in-your-face nature and journalistic style will be a fresh take on Singaporean television. i) Tone The tone of Underground Singapore is simple: personal. In many ways, this programme is very personal, connecting with the viewers on an intimate level. Unlike other info-tainment shows that have several interviews and guests, with some scripted humour, this programme will be all about un-covering the truth. It is as if the viewers will be behind the scenes of these sub-cultures, getting exclusive information and interviews. Information will be bared out and the truth exposed, like an undercover mission set out by the audience. Everything would be intimate; the viewers will feel like they are living the sub culture through the host, who will explore these groups and become one of them for that episode. Tips on how to join these sub-cultures as well as other never-heard-before information will make it seem even more special and private to the individual. Underground Singapore has a very journalistic approach about it, in the sense of finding out the truth about these groups. It is an ethnographic study of these cultures, taken to the host becoming part of these groups for awhile. This allows the audience to experience the cultures through the eyes of the members themselves, instead of just looking at them from the outside. The on-spot interviews with members of the public and these sub-cultures, as well as spontaneous activities, will also give the show a guerrilla feel. This programme will cater to what the 21st century audience have been wanting, and what the media have been striving to achieve; a personal show. Its loud, doesnt hold anything back, no matter the content, and speaks the truth out to the nation. Its aim is to undercover the reality about these sub-cultures, and debunk the stereotypes that surround them. Underground Singapore is honest, and would definitely be noisy enough. ii) Style First and foremost, only a single camera will film Underground Singapore. A single camera man, with a professional camera, will follow the host as he travels through Singapore with these sub-cultures, recording his every move. He would be like the hosts shadow, stalking him, never leaving his side, a companion through his adventures. This is very much like Man vs. Wild, where the host travels with a camera man as his only companion, therefore making it seem like he was bringing the audience along with him through the wilds. Underground Singapore would be very much like this, with the camera letting the audience act as the hosts companion and side-kick. They would get to see everything that the host goes through, therefore making it a personal show. Furthermore, the host will continually talk and whisper to the camera, as if it were a person, pushing onto an even more intimate level. Humour is also a very vital style in the programme. It is a light-hearted show, and though it seeks to undercover the truth about these sub-cultures as well as get rid of the stereotypes surrounding them, it also meant to entertain the audience at home.

iii) Host We, as a group, have decided to pick Marc Nelson as the candidate for the host of this programme.

Marc Nelson

Coming from a multi-racial and national background, Marc Nelson is a television host who is most credited for being one of Philippines popular celebrities. He is known through the region as an accomplished host, with gigs at Miss Earth 2004, Sports Unlimited and a 2nd place position on Amazing Race Asia. He is also familiar to Singaporeans for hosting the lifestyle show The Duke with Eunice Olsen. Extremely fluent in English and very approachable, Marc is a multi-talented host who has no qualms about trying out new things. His outgoing, in-your-face personality and humorous nature would definitely attract the viewers.

8) Research and justification to back why the concept would work i) Many Singaporeans do not know much about the sub-cultures of Singapore. In fact, the local music scene is hardly recognised, let alone the various other groups of people within the community. Many people do not even know that the local Goth culture has an association and chairman, while the metal scene has a full-fledged tribune. Therefore, our show would be the first of its kind here and would help raise public awareness of these subcultures and introduce them to society. ii) In conservative Singapore, there are many negative stereotypes about these subcultures. Underground Singapore is a chance for these stereotypes to be stripped away and for the audience to see and understand what these groups really are. Through this programme, there is the strong possibility that these unique groups will no longer be so ostracized against. iii) Youths today are getting more interested in the different sub-cultures of modern society such as the punk, emo and cosplay scene. In fact, Mark Koh, chairman of Singapore Dark Alternative Movement (SDAM) has been quoted saying, situation is slowly improving for young Singaporeans who reject the mainstream teen and young adult lifestyle.and that although the Singaporean society as a whole is still very conservative, there are already signs of gradual progression and increasing acceptance of alternative recreation and lifestyles. This shows that there is a

growing interest and acceptance of these different forms of lifestyles in Singapore, and therefore, this show would cater to this curiosity. iv) This programme actually has quite a low budget, as most of the locations do not need to be paid for or extensively scouted, due to the crew already knowing where to go beforehand. Furthermore, the organizations, groups and bands would be willing to help the programme out for free, as being on this programme is equal to already being advertised to the viewers and most of these groups would want the public exposure. Therefore, this concept will work as it has a low budget and feasible means. v) Lastly, people outside Singapore think that Singaporeans are all about studies and business. We are known for being safe and efficient, but somewhat sterile and boring. Therefore, this programme could help to show the foreigners another side of Singapore. 9) Budget

UNDERGROUND SINGAPORE

Item

Description

Rate

Unit Cost

Actual cost

Production Executive 1 2 3 Producer Director Scriptwriter Sub-Total

PKG 1 1 1 $16,000.00 $12,000.00 $7,000.00 $35,000.00 $16,000.00 $12,000.00 $7,000.00 $35,000.00

Production Crew 3 4 5 6 7 DP Cameraman Soundman Make-up and costume artist Grip Sub-Total

Daily 1 1 1 1 1 $8,000.00 $7,000.00 $5,500.00 $10,000.00 $4,500.00 $35,000.00 $8,000.00 $7,000.00 $5,500.00 $10,000.00 $4,500.00 $35,000.00

Actors

Daily

Host Sub-Total

$12,000.00 $12,000.00

$12,000.00 $12,000.00

Location 9 Scene bookings Sub-Total

Daily $5,000.00 $5,000.00 $5,000.00 $5,000.00

Costume and Make-up 10 11 12 Clothing Accessories Make-up Sub-Total

PKG 1 1 1 $8,000.00 $8,000.00 $8,000.00 $24,000.00 $8,000.00 $8,000.00 $8,000 $24,000.00

Food and Water 13 Catering Sub-Total

PKG 1 $1,000.00 $1,000.00 $1,000.00 $1,000.00

Post-Production 14 Editor Sound and music director Special Effects (one week only) Voice-over ( 5 days only) Sub-Total

Daily 2 1 1 1 $2,000.00 $1,500.00 $700.00 $1,000.00 $5,200.00 $6,000.00 $1,500.00 $700.00 $1,000.00 $9,200.00

Delivery 14 15 Tape Broadcast Sub-Total

Amt. 24 8 $50.00 $100.00 $150.00 $1,776.00 $800.00 $2,576.00

Total

$117,350.00

$123,776.00

Contingency 10%

$12,377.60

GRAND TOTAL

$136,153.60

11) Anticipated returns Episode = 24mins Advertisement = 30secs No. of advertisement per episode = 6 X 2 = 12 adverts Cost of advertisements per episode= Cost of a advertisement X No. of advertisement = $1,000 X 12 = $12,000 per episode Cost of advertisements of entire series = $12,000 X 8 = $96,000 Anticipated returns = Budget Advert profit = $136,153. 60 $96,000 = $40,153.60

12) Production schedule

Pre-Production - Casting - Location scouting for the various episodes : Researchers have to make the connections with the different groups and guarantee their participation. - Scriptwriting - Hiring of crew - Budgeting, planning and scheduling

- Commissioning of project to network. - Sourcing of props Timing: 2 months.

Production - The Shoot - Managing the logistics - Catering Timing: Roughly 2 months; the shoot will depend on the availability of these groups as well as their activities.

Post-Production - Editing - Music -Recording of voice-over - Titles and graphics -Sound edit Timing: 1 month.

Delivery Broadcast to free-to-air channels such as Okto and Channel 5. 13) Potential buyers (network/channel) i) The first potential buyer for this programme would be Okto. Okto, though relatively new, has already spread its name in Singapore as the channel for kids and lifestyle programmes. In the daytime, the channel broadcasts children programmes while the night sees documentaries, news, lifestyle and arts programmes. The latter is rightfully dubbed, Oktonite. Therefore, we believe that Underground Singapore is a good potential buyer as they are already broadcasting several similar programmes on their night schedule. ii) The second potential buyer for this programme would be Channel 5. This programme would work best in English, as it would be easier to reach out to the intended target audience of youths, who mostly speak English. Furthermore, Channel 5 would allow Underground Singapore to reach out to the masses and therefore, go beyond our target audience of youth. Therefore, Channel 5 would be a good potential channel for this programme.

iii) Our last potential buyer for Underground Singapore would be MTV, a channel that caters to the youths of today, showing things such as music videos, fashion, gossips and reality series. Some of their programmes include Sweet Sixteen and Teenage Mum. The channel has also showcased many teen cultures in their programmes before, and is open to more of such things. Therefore, this show would fit into the type of programmes MTV usually broadcasts. 14) Potential sponsors or advertisers i) Our first potential sponsor for Underground Singapore would be KFC (Yum! Brands). KFC is a food outlet that is popular with the shows target audience of youths. Therefore, they would definitely be interested in sponsoring this programme as they too can reach out to their customers. ii) Another possible sponsor for this programme is 77th Street. 77th Street (parent body) is iconic streets wear retail line. Created by a Singaporean, the fashion mostly entails to the youth of today with edgy and hip clothes. Furthermore, it is a popular destination of teens today. Therefore, they would be interested in sponsoring our programme as we share the same demographics of a target audience. Their brand is also edgy, which is much like our programme.

15) Convergence i) For our print segment, we can have 8 days, the local magazine, publish the shows schedule and synopsis of each weeks episode. The newspapers can also advertise the programme. Besides that, we would also have big posters of Underground Singapore at bus stops, buses and billboards to advertise the show. ii) For radio, we can have several creative adverts about the show on air, on several different stations. However, we would most likely target 98.7FM and 98FM, as these are two stations that target the younger audience of Singapore. iii) Lastly, our online segment would see Underground Singapore having its own website, www.undergroundsingapore.com.sg. It will include interactive features that involve the audience such as online polls, games and forums. The site would also be attractive to the younger generation with the variety of pictures and videos, with even more information about the different sub-cultures in Singapore. There would also be a Facebook and Twitter fan page, so as to keep the audience updated. Lastly, our host would have a blog under his name, to chronicle his experiences on the show. It would be a behind-the-scenes view of the whole show, as well as his thoughts and opinions about the sub-cultures he had just experienced. Users can interact with him through forums and polls, therefore highlighting the shows motto of living the subculture through the host.