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Media Prima to 'embrace digital evolution'

AvantiKumar | Jan. 11, 2013
New digital business unit called Media Prima Digital is the largest entity of its kind in Malaysia, according to the Media Prima group.

Media Prima team

Photo - Members of the Media Prima team


The newly formed Media Prima Digital, which is the result of the merger of new subsidiaries Alt Media and NSTP E-Media, is the nation's largest digital business unit and signals the company's commitment to digital media, said media group Media Prima.

"By combining the operations and assets of Alt Media and NSTP e-Media, Media Prima Digital will seek to be the Group's driver in digital businesses, primarily by leveraging on the content and reach of the various Media Prima media platforms," said Media Prima Digital chief operating officer, Dato' Zainul Arifin Mohammed Isa.

 "The Group envisioned that a combined, single, digital outfit will allow it to offer new and better products and business opportunities in the fastest growing area in the media business," said Zainul Arifin.

He said Media Prima Digital would take the lead to make the new media be one of the Group's core businesses, which includes television, print, radio, content-creation, and out-of-home or billboards. "Alt Media, among others, is responsible for the innovation of Tonton, the multiple award-winning, Malaysia's number one video portal [according to a comScore statistic].  Tonton, which currently has surpassed 2.5 million registered users, offers online 'catch-up' and 'live' television services, as well as premium paid content."

"In addition, Alt Media manages the Group's television and radio networks web portals, as well as Gua, the country's premier entertainment and lifestyle portal," said Zainul Arifin. "While E-Media, the digital arm of the Group's subsidiary the New Straits Times Press (Malaysia) Berhad, develops and manages Malaysia's  number one Malay language news portal Harian Metro Online; as well as the news portals of country's other leading newspapers - the New Straits Times and Berita Harian. At the same time E-Media has developed several e-commerce applications and is also developing several lifestyle portals that would be launched in phases from early 2013."

"We are constantly pushing the boundaries of innovation in the digital realm by merging online expertise with our strong brands in the traditional platforms. Hence, the convergence of both digital arms will bring about an abundant of opportunities for the Group to engage with both current and potential users and advertisers, thus, enabling a complete digital experience," said Media Prima group managing director, Dato' Amrin Awaluddin.

 Embracing digital

"It is a constant challenge to embrace the evolution of digital and for this reason, it is important that we remain ahead of the digital curve in order to stay relevant in our business," said Media Prima group general manager, digital and integrated marketing, Lam Swee Kim.

"As we embark on our journey with Media Prima Digital, we are able to exploit the vast content and resources within the group with economies of scale in terms of operational efficiencies," said Lam. "Content generation remains vital and Media Prima Digital will be able to support the Group's needs towards the generation of platform agnostic content and be where the consumer is."

"With Media Prima Digital, we foresee big potential with 30 percent growth in traffic and double digit revenue growth within the next 12 months," he said. "For the trade, based on our collective numbers, Media Prima Digital is able to provide advertisers the targeted reach and scale that it needs. The localized exclusive content will also provide high levels of customisation and interactivity for advertisers."


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