What does it want to do?

Razor TV aims to deliver news that is “young, hip, with an informal tone presented by fresh faces” where the news “will be raw and edgy” as opposed to the traditional TV broadcasts. There is also a “strong emphasis on hyper-local content” as well as leveraging on “user-generated content” (Razor TV, 2008). Based on its monthly traffic reports for March, its total page views for that month were 5.6 million with a unique audience of 638,000. The age range of their audience ranged from 18 to 40 and 54% of them were male (The AsiaOne Network, 2009). This is in line with the main objective of Razor TV, which was to attract viewers of that demographic. The other objectives of Razor TV are to connect this demographic to the print edition of The Straits Times, seek new streams of revenue through “television commercials, online banners and advertorials”, “promoting The Straits Times brand name” and “building an impactful online presence” (SPH, 2008a).