Singaporean broadcaster Mediacorp has hired a former Apple and Twitter executive to drive its digital strategy and increase revenues.

Parminder Singh

Parminder Singh has been appointed chief commercial and digital officer at the media group, which operates TV, radio, digital and print interests across Singapore.

Singh’s career spans 20 years, with his most recent roles including Twitter MD for South-East Asia, the Middle East, North Africa and India and Google MD of digital solution sales for Asia Pacific. He has also worked for Apple and IBM.

The appointment combines what were previously two separate roles at Mediacorp. Shane Mitchell, who had been head of Mediacorp’s digital group for the past two years, resigned recently following his family’s relocation to Hong Kong.

Jack Lim, who led the company’s commercial group, is on leave until June when he will exit the company.

Mediacorp CEO Shaun Seow said: “Our monetisation efforts need to be more closely aligned with our digital product development, operations, audience acquisition and content marketing efforts.

“In our continuous search for talent, this meant that if we found a candidate qualified and willing to head the commercial and digital groups, we would combine the leadership roles to accelerate our progress in both areas.”

Singh added: “The convergence of online and offline offers exciting possibilities. I’m particularly thrilled by the opportunity to combine Mediacorp’s digital and mainstream media assets to deliver more complete and compelling solutions for our clients.”