KEY STRENGTHS
1. Media Prima Berhad (“Media Prima”) is the largest integrated media group comprising various media platforms such as television (“TV”) broadcasting, radio broadcasting, content creation, events management and print.
With such a broad presence within the media industry, Media Prima is well-equipped to become a comprehensive one-stop centre, catering to the specific needs of the advertisers and more focused to reach the viewers and listeners in a more effective and efficient manner. Media Prima also leverages on high quality programmes and best of breed content to cater to the viewers and listeners.
The portfolio segmentation adopted by Media Prima’s Television and Radio Networks are outlined below:
Station |
Target Viewers |
Positioning |
Advertising Focus |
 |
Mass Market skewed towards Malay audience, with progressive mindsets |
Channel synonymous with family, real-life, entertainment and news content leaning towards cultural proximity - "Inspirasi Hidupku" |
Fast moving consumer goods ("FMCG") products, communications, services, transportation |
 |
Malaysian Urban Households; 25-45 years old; Kids & Chinese |
Television as an escapade – “My Feel Good Channel” |
Brands targeting the Malaysian Urban middle to high class; image products and lifestyle |
 |
Young Malaysian Urban, Chinese; 15-24 years old |
Tastemaker, energetic and differentiation in content – “We are different” |
Brands targeting the Young Urban; sports, energy drink, fashion, and Chinese viewers; health and wealth related |
 |
Mass Market skewed towards "traditionalist" Malay audience |
Traditional Malay skewed contentwith a mixture of drama, real-life and current affairs - "Dekat Di Hati" |
FMCG products, non traditional advertisers, government |
 |
Hip urban youths and adults aged 15-30 years old |
English Contemporary hits radio (CHR), young, hip serving the best entertainment - "Malaysia's Hottest Music" |
Brands targeting urban youth, telecomunications, lifestyle |
 |
Young and fun aged 15-30 years old |
Malay Contemporary hits radio (CHR), young, hip serving the best entertainment - "Lebih Hangat Daripada Biasa" |
Brands targeting Malay youth, telecomunications, FMCG |
 |
Mass market focus on chinese listeners who are young and fun between 15-30 years old |
Contemporary hits radio (CHR) playing the best and latest Chinese music with a dash of English music - "You are my No.1" |
Brands targeting Chinese youth, telecomunications, FMCG |
Television Networks
Media Prima operates four (4) out of the six (6) free-to-air (FTA) television channels. For the first quarter of 2009, Media Prima commands 52% share of TV viewership and a substantial portion of TV Adex.
Radio Networks
Based on the latest listenership survey published by AC Nielsen in October 2008, Hot.fm is now the Number 1 radio station in Malaysia on average audience whereas Fly.fm is now Malaysia’s Number 3 English radio station. Fly.fm is the Number 2 English Format radio for age group below 34.
Content Creation
Media Prima’s content creation arm, Grand Brilliance Sdn Bhd (“GBSB”) has grown to become the nation’s premier content production company with a string of hit movies and award-winning television series. GBSB is also responsible for the distribution of selected foreign-made films in Malaysia and marketing and distribution of Media Prima’s content in the international scene.
Events Management
Big Events Sdn Bhd has been established as the new event management arm of MPB in May 2007. With a new management team, its strategy is to undertake high value local and international entertainment related events. It supports the Group’s media assets, offering integrated media solutions to advertisers by combining these events and various media platforms within the Group. Among the major events it has undertaken include 8TV Summer Live Concert 2007 and NTV7 Star Live Concert 2007
Print
The New Straits Times (Malaysia) Berhad (“NSTP”) is the country’s oldest and largest newspaper publisher. Its four (4) newspapers, New Straits Times, Berita Harian, Harian Metro & The Malay Mail, have a combined circulation number exceeding half a million copies per day. Media Prima’s link to the print segment via NSTP has provided opportunities for advertisers to leverage on combined media solutions or packages.
2. Media Prima operates in a market with growth potential as TV Adex share out of total Adex in Malaysia is relatively low (about 29-30%) compared to its regional peers.
3. Media Prima reaps various benefits from synergies across media platforms such as:
- back office consolidation
- cross marketing efforts and expanded reach across media platforms; and
- focused segmentation which enables concentrated marketing efforts, revenue strategies etc
|
