Refinery Media launches SUPERMODELME.tv in a MOU Signing with Exploit Technologies Pte Ltd

SINGAPORE, 19 May 2009 | On Thursday, 14 May 2009, the signing of a Memorandum of Understanding (MOU) between multimedia production agency Refinery Media and Exploit Technologies Pte Ltd – a member of A*STAR – will see the beginnings of Substream, the latest web-based subtitling technology to hit Singapore’s new media industry which allows viewers to switch between English and Mandarin subtitles with ease as they view online programmes, including SUPERMODELME.tv, a reality model search conceptualised and produced by Refinery Media.

Conducted through a press briefing at the Red Dot Traffic Museum, the MOU signing ceremony will be graced by Guest-of-Honour, Mr. Lim Chuan Poh, Chairman of A*STAR and finalises the partnership between Exploit Technologies, as represented by Executive Chairman Mr. Boon Swan Foo, and Refinery Media, by its Founder Ms. Karen Seah, who is also one of Singapore’s most successful entertainment and nightlife entrepreneurs.

“A homegrown start-up like Refinery Media is a bright spark in today’s economic climate. I am impressed with the drive and courage of Refinery Media’s founder, Karen Seah, in investing in a new media startup despite the crisis. This is an inspiring story of how a young Singaporean pushes on, despite the downturn, to leverage made-in-Singapore technologies to find open up new market opportunities,” said Mr. Boon.

Set to debut on 16 June 2009, SUPERMODELME.tv is a twice weekly, 20-episode online model search that will showcase the ups and downs encountered by ten aspiring models from Singapore, Malaysia, Korea, Thailand, the Philippines and even India, as they compete for the Grand Prize of S$10,000 and for the chance of becoming the next prominent Asian face to grace runways and fashion magazines.

Hosted by Singapore’s first supermodel, Charmaine Harn, the road to success for the triumphant model will not be easy as they must deal with the pressures of living together under one roof. Above all else to avoid weekly elimination, they must impress a panel of resident judges, made up of established fashion industry veterans, including prolific fashion photographer Geoff Ang and guest judges such as fashion designer Frederick Lee and celebrity hairstylist, David Gan, through a series of specially designed challenges.

SUPERMODELME.tv is not your average web-based reality programme with the introduction and use of Hyperspot technology, the hottest tech-speak that will bring virtual lifestyle entertainment to the very next interactive level. With Hyperspot technology enabled, viewers can receive real-time information on the models’ apparel, as well as exclusive hair and beauty tips, simply by clicking on the images of their choice. Viewers will also be able to enjoy instant information on the brands, prices and even details on where to buy the outfits worn by the models.

At the same time, there will maximum programme participation as viewers can interact directly and freely with the models via online voting, web conferences, virtual chat-rooms and even post their comments and thoughts about the programme on the website.

“SUPERMODELME.tv – Asia’s most groundbreaking online reality programme, is the result of my vision and attempt to bridge the vacuous canvas and connection between the fashion world and the tech-savvy audience. The audience will be able to experience the thrill and receive immediate fulfilment of knowing where to purchase that desirable get-up, for example, or even learn the most up-to-date methods in coifing chic runway hair-dos”, added Ms Seah.

Asia’s first online reality programme – SUPERMODELME.tv is proudly presented by StarHub and supported by Hyundai and FEVO Prepaid MasterCard by EZ-Link Pte Ltd and MasterCard Worldwide, and also supported by the following partners: Exploit Technologies Pte Ltd (A member of A*STAR), Jetstar Asia Airways, The Ascott, Redken, M.A.C., Tiger, Piper Heidsieck, Russian Standard Vodka, Red Bull, F&N, alldressedup, diva, Dorothy Perkins, Massimo Dutti, Max Studio, Miss Selfridge, Pull and Bear, PUMA, Rip Curl, River Island, TOPSHOP, Warehouse, ZARA, Her World, NuYou, Mimolette, Red Dot Traffic, Zouk, Suncoast Sitra, True Group, IDP, Akamai, m:idea and Webvisions.

"We are proud and excited to be associated with this reality TV show made for the Internet. It showcases a new engagement model for both TV viewers, and Internet users used to watching videos online. StarHub Mobile customers will also get exclusive mob-isodes of 'behind the scenes' footage and 'confessions' filmed by the models themselves using StarHub-provided camera handsets. We are pleased to provide our Hub Trooper Premium Technical Support service to Refinery Media where the cast and crew will enjoy the extensive range of StarHub's entertainment, communications and connectivity services on location throughout the shoot. They will be able to access to StarHub's cable TV programmes while staying in touch with the world, and their friends and family both online and on mobile", said Ms Iris Wee, Head of StarHub’s Marketing.

Refinery Media is a subsidiary of creative agency - The Refinery Studio. A Singapore set-up and established in February 2009 by Karen Seah, reputed veteran in the clubbing scene and lifestyle arena. Refinery Media represents the multimedia production arm of The Refinery Studio; setting its stage as an individualistic outfit that defines itself with a cross-disciplinary illustration of creative expertise.

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This release was published on openPR.