Kid-tech company TotallyAwesome has taken its child-friendly video platform overseas to challenge the ever-growing demand for kid-safe content. 

The company has partnered with Mediacorp in Singapore to extend their reach in the region, as well as teaming up with Toggle, a Mediacorp-owned service that hosts content online. 

TotallyAwesome runs a handful of kid-friendly initiatives, to both provide children with safe content and provide a clean place for advertisers to thrive. The company also runs PopJam, a social app designed for children under 13.

It's all online now

According to research from TotallyAwesome, 42 per cent of six to 14 year olds get their entertainment from online devices. TotallyAwesome wants to create a safe online environment in which both brands and children can exist. 

"Kids are switching their preference from traditional programmed TV to digital TV content with VOD viewing being one of the most popular activities, TotallyAwesome’s chief executive officer Quan Nguyen said.

"We are pleased to have such great partners to expand the reach of our marketplace with this new format and are working on similar launch partnerships in other APAC countries in the coming months.

“We provide high quality international and local content for kids that entertains, engages and educates. We deliver this content across linear and non-linear platforms to cater to all media consumption habits. Kids are an important, niche audience for Mediacorp that need to be treated with care.”

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