Sunsilk Academy Fantasia (2012)

10 x 30min TV Episodes
90-120min of Weekly ‘Live’ Concerts
18hrs of Live CCTV Web Channel Coverage
Webisodes
Mobisodes

In a tri-party deal between Refinery Media, Singapore’s cable network, StarHub, and leading hair care brand, Sunsilk, an innovative multi-platform singing reality competition entitled Sunsilk Academy Fantasia was launched across TV, online and mobile. The 10-week competition featured 14 participants competing for the coveted prize of a two-year singing contract and a recording album with renowned record label, Ocean Butterflies.

The show was Asia’s first program to receive its own exclusively dedicated cable TV channel and consisted of 18 hours of non-stop daily surveillance on the contestants, daily program recaps, and a live singing competition at the end of each week. The singing competition had two encore telecasts that was aired on cable TV, and streamed on StarHub’s Internet and mobile TV. It also enabled strong viewer engagement through regular contest participation, news updates on their mobiles, and access to behind-the-scenes through webisodes and social media.

The constant scrutiny on the contestants exposed the whirlwind of emotions during the numerous singing practices, tireless dance trainings and all the moments of vulnerability in between. No contestant was spared from the immense pressure and heartbreak that came along with becoming the Sunsilk Academy Fantasia superstar. From the intimate conversations, to tears and triumphs, the show allowed viewers a voyeuristic experience into the lives of these aspiring singers, who were isolated from the rest of society as they embarked on the journey of a lifetime.

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