SINCE its appearance on video-sharing site YouTube in November last year, the Media Development Agency (MDA)'s rap video has now reaped close to a staggering 275,000 hits. It has also garnered 1,500 comments.

Said Jaster86 on Stomp: "Hey! This is MDA, man. If they are bending some rules and breaking some conventions, it's an awesome welcome."

It's safe to say that the MDA's first promotional rap video was a hit with netizens last year, both locally and overseas.

The video even landed at No. 6 on the Viral Video's "funny" clips list, just six days after it was posted online on Nov 22.

The chart, at www.viralvideochart. com, not only tracks how often a clip is viewed but also counts the number of links from blogs worldwide.

When contacted, the agency told my paper: "The rap video has attracted much interest from around the world. We are happy at the discussion generated as it has helped to raise awareness of Singapore's media industry."

In the February issue of the monthly PS21 newsletter, Challenge, Dr Christopher Chia, MDA's chief executive officer, said: "As a result, Singapore tremendous exposure from many foreign media reports and agencies, including UK's The Times, Reuters...

"The South China Morning Post even ran a commentary by its foreign editor, who commended the rap video as a successful effort at changing the prevailing perception that civil servants are dull and humourless."

The PS21 Office was set up under the Public Service Division of the Prime Minister's Office to nurture a culture of change in the public service.

Despite its new-found fame, the MDA video has received some mixed reviews. Dr Chia explained that the varied public reaction to the video "is understandable".

"When you try new ways to communicate, there will be people who appreciate your efforts and those who do not," he said.

The video has been seen by many as a positive example of leadership within the MDA.

The clip was played at the PS21 ExCEL Convention last November where the head of civil service, Mr Peter Ho, said: "We... want leaders who can be examples themselves and are not afraid to lead changes and experimentation."

The convention showcases suggestions and projects in the civil service that help improve the way it is run.

Initially meant for an internal staff conference in April last year, the clip was later sent to industry members with the media regulator's annual report and was uploaded onto the MDA website.

Since then, the MDA website has been visited twice as often.