Samsung partners Singapore for TV apps push

Korean electronics maker inks alliance with Singapore government agency to jointly develop educational TV apps for Samsung's Smart TV ecosystem.
Written by Kevin Kwang, Contributor

SINGAPORE--Samsung Electronics is collaborating with Singapore's Interactive Digital Media Programme Office (IDMPO) in a joint call-for-proposal to develop educational TV apps for the Korean electronics maker's Smart TV platform and ecosystem.

According to a press release Monday, the proposal will focus on educational apps targeted at students up to the tertiary level and aims to increase consumer choices for self-learning at home as well as promote interest in science, technology, engineering and mathematics. It will also catalyze the development of interactive digital content for TVs here and support new interactive digital media research and development (R&D) projects, Samsung said, adding that it will also lead to the commercialization of apps and related services.

The call-for-proposal will start from Sep. 26, with more details to be put up on IDMPO's Web site then, and will span over four weeks ending Oct. 31.

"To encourage learning, particularly in the areas of science, technology, engineering and mathematics, is core to Samsung's values and heritage," said Irene Ng, vice president of sales and marketing at Samsung Asia. "We want to support the development of more localized interactive content, focused on educational apps, for the Smart TV ecosystem…and [help] developers create entertaining, intuitive, social and visual apps that will enhance home learning and entertainment experience like never before."

To this end, the Korean electronics giant will provide shortlisted developers with the tools, technical content and support that they require to create the TV apps as well as 24-7 access to Samsung's Developer's Forum, which they can tap for resources such as developer toolkits.

There are currently more than 900 TV apps available on Samsung's Smart TV platform, with a monthly average download rate of over 140,000 across 120 countries, the company pointed out.

The IDMPO, which is part of Singapore's Media Development Authority (MDA), will open up its incubation wing for developers to tap the existing testing infrastructure to trial the apps on Samsung's Smart TV.

Michael Yap, executive director of the IDMPO, added that as TV viewing becomes more interactive and interesting as these devices plug into the Internet, partnerships with companies such as Samsung will help "nurture and spur innovation" in compelling new TV services and content.

"This call-for-proposal…aims to catalyze the commercialization of quality digital content in education--an area that Singapore is traditionally strong in," Yap said in a press statement.

According to the IDMPO's Web site, the Singapore government has invested S$500 million (US$397,150) into the local interactive digital media industry since 2007 to stimulate growth. Since then, the sector has seen its compound annual growth rate hit 20 percent in the first three years of the program's introduction, according to the government agency.

Samsung did not reply to ZDNet Asia's questions when this article was posted.

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