MediaCorp announced a major reorganisation on Monday in order to move away from traditional media lines towards a focus on consumers and their preferences.

The main changes are in the Customer group, one of five in the organisation besides Technology, Commercial, Corporate and Content.

The company’s business portfolio will now be managed by teams focused on specific consumer segments: Family, News, Youth, Parents, Women, Men, Malay, Indian, Foodies, Learners, Live Entertainment and Premier.

Each segment will take charge of a range of media and services serving particular interests.

This means the Family segment will group together TV channels such as 5 and 8, radio stations Y.E.S. 93.3 FM and Class 95 FM and popular magazines 8Days and i-Weekly.

New appointments include Bernard Lim, Head, Family Segment, Jessie Sng, Head, Men, Women and Parenting segments, Debra Soon, Head, News and Premier segments and Lai Mun Dart, Head, Youth Segment.

The Content group has also restructured the the development and marketing of TV and radio personalities with a new unit under Georgina Chang, which has been named Celebrities Network.

In an internal memo, MediaCorp Chief Executive Officer Shaun Seow said: “Our new organisational structure is a strong affirmation of the future direction of our business, the importance of customer-centricity and our commitment to continually evolve and improve.”

The new structure will be effective from April 1.