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As part of its programme to allow its drivers to earn advertising income, Grab has launched a collaboration with Mediacorp to create in-car content for its passengers.

The partnership will see Grab’s passengers access short-form dramas, sitcoms, variety shows and headline news without a cost when they are on board the car they have booked. Grab’s drivers also have an opportunity to earn additional income if they decorate their vehicles with Mediacorp’s branding.

On the broadcast company side, it will manage the media assets that are installed in Grab’s vehicles and provide the ride-sharing company’s drivers and passengers the chance to appear alongside its celebrities in shows.

“We are delighted to have found a likeminded partner in Grab who, like us, believe in doing all we can to serve our consumers. The partnership with Grab is focused primarily on creating a better in-car experience for the Grab customer,”said Tham Loke Kheng, chief executive officer at Mediacorp.

“The team at Mediacorp are excited to work with Grab to make this happen through our personalities and content, using formats which are well suited for in-transit viewing.” 

Grab recently bought over rival Uber's business in Southeast Asia after the latter exited the market. It also recently launched Grab Financial to move into fintech.