Before YouTube and Netflix, we would wait for the 9pm drama to come on every night. Now that consumers get to choose what to watch, when they want to watch it, how do we still capture their attention?

By telling stories that resonate with them.

In 2014, Freeflow turned 10. I wrote an advertorial piece that shared Freeflow’s passion for the craft and how it remains the top production agency in Singapore.


The Story Matters.

It used to be impossible to get a ten-year-old to go to bed when the drama is showing on TV.

Today, most of us do not watch television anymore. We still watch television programmes, but probably just not on the TV. We catch our favourite TV programmes online, whenever and wherever we want to.

In the world of production, storytelling is an art. Understanding your client and the target audience is the first step to effective and engaging storytelling.

Be it an hour-long documentary, a three-minute corporate film, or a thirty- second advertisement, it is more than just telling the story, but sharing a story with the audience, allowing them to continue this story beyond the screens.

Media is no longer a one-way street. We have new media consumption habits. Legal rights and distribution models have to adapt quickly to the new demands of the consumer. Technology drives the industry forward, giving more people access to a wider variety of programmes but that is no substitute for good production.

With so many choices presented to the consumers, the shows that stick are those that keep consumers engaged in conversations on the digital platforms. The TV used to be our primary source of entertainment but that has changed with the pervasion of the smartphones and tablet devices. The second screen has made media more social than ever. No longer do we just laugh with the family, we debate with strangers living thousands of miles away, using less than 140 characters.

It is so difficult and easy to produce great content. Just look around, life is full of inspiration. Everyday happenings in the office, banter between friends who spend their days on a couch in a café, and a seemingly never-ending journey of how a man met his wife, make some of the funniest TV series.


Most of us do not believe in vampires but for a few hours, we believe stories of undying love; we may not see every detail but we believe we make the right decisions based on our observations too.

The challenge is stretching ideas into stories delicately balanced between reality and fantasy.

Good storytelling sets the audience into the premise and suspends their beliefs so they can live vicariously in the shoes of their onscreen heroes. It does not matter if you are fifty years old, or ten like us, we will always support the underdog-superhero-with- an-inexplicable-humanly-flaw. We may not have the ability to save the world from aliens and meteors but we share the same human spirit. We feel the same pain when we make the same mistakes in life, and eventually, we want to overcome them too.

We share stories that made us laugh and cry, stories that made us angry, and stories that gave us hopes of better tomorrows. Through our stories, we want to show the ten-year-olds today that they can imagine and create their own versions of tomorrow.

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