INTRODUCTION

The Interactive Digital Media Programme Office (IDMPO) aims to develop data analytics for Real-Time Contextual Insights as a unique strength for key industries in Singapore. Today, market research is often based on surveys of limited sample populations to generate demographic profiles based on a limited set of generalized categories. Consumer response is predicted based on the past behaviour of these demographic profiles and on their purported future actions. However, these surveys may not adequately allow for the incorporation of network and other environmental stimulus to impact behaviour. The current approach is limited by the amount of information that can reasonably be requested and collected, hence limiting the ability to gain deeper insights.

Real-Time Contextual Insights (RTCI) is rapidly emerging as a new area of scientific research. The central concerns of this research are generating new, commercial, network-centric, real-time applications and services—all stemming from our life in contextual networks, and the fact that these transactions leave digital traces that have the potential to transform our understanding of our lives, organizations, and societies.

Against this backdrop, the IDMPO aims to enable research and experimentation on large-scale applications, services, and methodologies to obtain consumer insights that are:

a. Real-time, Dynamic and Interactive;

b. Contextualised (ie. incorporating geo-spatial, situational, and social network information)

c. On a large (‘societal’) scale

In addition, the IDMPO aims to position Singapore as a leader for next generation approaches to understand and harness consumer preferences and social behaviour. This involves the use of real-time analytics to gain actionable insights on consumers from multiple data sources, including the social media. Such a programme will support R&D projects, develop domain-specific methodologies, models, technologies, and tools, and bring them rapidly to commercial readiness through market trials.  Areas of R&D could include: Real-time Data Analytics, Social Network Analysis, Sentiment Analysis, Computational Social Studies, Socio-Cognitive Modeling, Security and Data Privacy. It also aims to jumpstart an ecosystem of collaboration between value chain partners to make Singapore the RTCI competency hub for the region.

Complementing this effort, the IDMPO aims to harness the power of sustainable IDM Innovation Platforms that would support large-scale experimentation and drive innovative applications in growth verticals such as Media & Entertainment, Lifestyle & Wellness, Travel & Hospitality, and Training & Education.  These have common characteristics of a dynamic range of products (eg. Fast Moving Consumer Goods), with active social networks of users and consumers (eg. Online Games).

CALL FOR APPLICATIONS

The IDMPO is pleased to call for interested parties to submit applications under this programme.  This call is opened to both public and private sector organisations for large-scale and impactful projects to be conducted out of Singapore.  Private sector companies and Public sector institutions, including institutions of higher learning (IHLs),  are eligible to apply for funding support. Funding support would be on a co-funding basis, and commensurate to the stage of R&D (upstream vs. downstream) of the collaboration.

To encourage collaboration and partnerships between academia and industry, each submission should be made jointly by at least one institution of higher learning and at least one industry partner .  In general, only R&D activities conducted in Singapore may be funded.

The application process comprises of two stages: (i) Concept Paper stage; and (ii) Full Proposal stage. In response to this call for applications by the IDMPO, the applicant(s) should first submit a Concept Paper of up to 5 pages (in minimum size 12-point font with reasonable margins), describing the research programme being proposed.  This should be accompanied by a set of presentation materials (slides and/or video clip for a presentation of up to 15 minutes duration).

While no fixed format is required for the 5 page Concept Paper, it should minimally include the following information presented in a clear and organized manner:-

i. Objectives of the proposed RTCI R&D programme (both scientific as well as in terms of potential economic and other impact on Singapore);

ii. Brief overview of the individual projects within the programme (including how they relate to each other and to the objectives of the programme);

iii. Novelty of proposed research viz-a-viz the current state-of-the-art in that field (including an assessment of the international competitiveness of the programme against other efforts by competitors around the world);

iv. Expected research outputs and outcomes, and proposed key performance indicators (KPIs) for the programme (which should be linked to measuring progress towards the objectives of the programme);

v. Budget for the entire project should be based on the following broad categories::

(a) Expenditure On Manpower (EOM);

(b) Equipment; and

(c) Other Operating Expenditure (OOE), with sub-categories for professional services, conferences/overseas working visits/meetings, materials & consumables, use of services/laboratory space, miscellaneous costs and any other relevant costs.

vi. Timeline of the programme (including intermediate milestones over the duration of the programme);

vii. The proposed research team’s expertise and relevant prior work/experience, including the roles and contributions of the primary applicants, and other  partners where relevant

viii. Justifications for IDMPO funding support for the proposed programme;

and

ix. Other relevant information.

The presentation should include the main points from the Concept Paper, and should be submitted together with the Concept Paper.  The application could be processed by the Media Development Authority (MDA) or other relevant agencies.

Shortlisted applicants will be invited and advised on the submission of Full Proposals. Applications should be submitted to mda_idmpo@mda.gov.sg once ready (this is an open call with no closing date).

Please check this website (www.idm.sg/cfp/) regularly for further updates

The above information can be downloaded here (CFP Overview and  RTCI CFP).