Media Prima Television Networks Strengthens Content and Multi-Platform Offerings

KUALA LUMPUR, 31 October 2013 – Media Prima Television Networks today launches itself into a broader strategy to drive growth and maintain its leadership as the largest integrated media group by strengthening its innovative content and multi-platform offerings. The media powerhouse sets its eyes on opportunities to partner brands and capitalise on television to lead the execution of their integrated marketing campaigns.

“Media Prima is well positioned to offer television as the first approach in driving effective integrated marketing campaigns, having owned top TV channels with the highest viewership in Malaysia. With a deeper focus on marketing our integrated offerings, brands are able to extend their campaigns to reach mass audience across platforms, including tonton, print, radio, outdoor and social media,” said Ahmad Izham Omar, Chief Executive Officer, Television Networks, Media Prima Berhad.

This is evident with the success achieved from its recent Ramadan and Raya campaign. In the first five days of Hari Raya, Media Prima reached 76 per cent (10 million) of Malay viewers and earned 34.2 per cent lucrative target audience aged between 15-34 years old as compared to 18.2 per cent by other networks.

The campaign was anchored by innovative content delivered on TV3 and TV9, where TV3 owned 98 out of 100 top programmes across all TV Networks by ratings throughout the season. Similar success was observed on online and social media, as the special commissioned Raya theme song, “Anugerah Syawal” performed by Bunkface received more than 1 million music video views on YouTube and widespread conversation on Twitter and Instagram.

“The key to driving these successful campaigns is to ensure that we have the most innovative content to excite and engage viewers. Media Prima continues to be the centre of top programmes in the Malaysian televisions across genres. Our focus onwards is to increase the number of quality programmes, including reality TV shows and drama series, as well as creating exciting on-ground events that will help bring brands and audience together,” said Izham.

Sustaining its momentum in dominating the affluent and mass Malay market, Media Prima continues to deliver high-rating contents like TV3 Liga Lawak Superstar with more than 1.5 million viewers and TV3 Akasia Drama – Love You Mr. Arrogant that peaked at 3.2 million viewers plus over 3.4 million videos views on Tonton.  

In the next quarter, brands can tap on hot programming line-ups, including top rated drama slots such as Azalea, Akasia and Zehra on TV3. Other key programmes include Projek Metro, a reality TV show in search for the ultimate personality for the entertainment industry, and Malaysia’s No. 1 Kids Reality Show, Idola Kecil Season 6 on TV9.

Besides local programmes, Media Prima is also syndicating top-rated international content, including exciting Korean drama series aired across ntv7, 8TV and TV9. Amongst the hottest titles include Sung Kyun Kwan Scandal, Innocent Man and 7th Great Civil Servant to name a few.

This remaining quarter highlights two of the network’s biggest award shows, Shout! Awards on 8TV and Anugerah Skrin on TV3. Shout! Awards celebrates the Malaysian entertainment scene on 9 November, while the most prestigious award show, Anugerah Skrin, which is scheduled for 29 November, recognises locally-produced television programmes and films.

Presented under the umbrella of Bananana!, students can look forward to Hari Kantin, the nation’s first and only on-ground event to cultivate entrepreneurial skills in children. Top 15 schools have been selected to compete in the ultimate canteen project on 9 November at Sri Pentas. In addition, Media Prima aims to conclude the year with the finale of Karnival Jom Heboh on 27 and 28 December at Sungai Petani. Having attracted over 5 million visitors, the carnival holds a reputation as the biggest event in Malaysia.

This coming November 2013, Media Prima is set to outline its future direction for the network, aimed at maintaining its top position in the Malaysian broadcasting industry. Media Prima will be showcasing key innovative contents and top programming line-ups for 2014.

Advertisers and viewers can expect a future strategy centred on new content and multiple media platforms across its four top-rated TV channels in Malaysia and its integration with the other strong media platforms found in Media Prima including TV, Radio, Digital, Print, and Outdoor.