DailyDOOH

On-yi Lo

This week’s Parallel World post highlights a country that has Buddhism as its the predominant religion,  4 national languages, a burgeoning DOOH industry, and a world class broadband infrastructure second only to Korea, where its number of internet connections exceed it’s number of households. Welcome to Singapore, a parallel world that has the 10th most expensive cost of living in the world, and country that I like to refer to as the “gateway drug” for people who get addicted to Asian cultures.

A very interesting and very innovative DOOH network sprouted up in Singapore at the end of 2009. A Scala powered restaurant network called Tehtarik TV. (Named after the local tea in the region) In this world, an on-line community portal dedicated to Tehtarik.TV helps moderate what content gets programmed into the playlist, in addition – it allows on-site viewers to pay for and post classified ads via SMS on their mobile. In typical month, this system logged up to 1000 sms ads.

The most ingenious thing about Tehtarik TV,  is that the operator stole a page out of the web 2.0 strategy and created a special interest on-line community to learn more about its customer behaviors by facilitating a 2-way conversation with customers themselves. In addition, Tehtarik TV allows its contributors to moderate what content is included in the daily playlist. Tehtarik TV is operated by ClickGraphix, one of Singapore’s oldest DOOH companies.

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This entry was posted on Wednesday, March 17th, 2010 at 0:59 and is filed under Scuttlebut. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.