Malaysia’s largest integrated media group, Media Prima Bhd, is now working with US-based video platform YouTube through its Player for Publishers service.
This will enable Media Prima – which currently ranks third in terms of digital audience reach in Malaysia – to reach more viewers and access greater monetisation opportunities by consolidating its online video content through YouTube’s video streaming service.
The collaboration – in line with the group’s transformation to become Malaysia’s leading digital-first content and commerce company – will see all Media Prima video content available on YouTube. It will also enable the group to reduce costs by embedding YouTube’s video player across multiple devices. This move will allow Media Prima to generate sustainable revenue through programmatic advertising, one of the fastest growing digital revenue segments.
Datuk Kamal Khalid, Media Prima Group Managing Director, said the group is expanding its digital presence and this partnership will solidify its position as the largest local digital media company in the country.
“There’s huge demand for digital content from our audiences and advertisers. Given the huge popularity of our local content and YouTube’s popularity among Malaysian viewers, we see this as a sustainable solution to unlock the full potential of our content, to generate greater revenue.”
“As the Internet has ignited a boom in the way we reach our audience, the way forward is to introduce more collaborations. YouTube will give Media Prima the ability to tract which content rates well with the public, in real time,” he said.
Kamal said, in the past three years, Media Prima has come up with various ways to collaborate based on a win-win formula, such as home shopping CJ Wow Shop, Grab and now YouTube.
“We’ve done a lot of things to be more relevant in the digital space. The revenue has been very encouraging – double digits last year. I’m happy to say all the positive results show that we’re on the right tract.”
He added that through the collaboration, followers of Media Prima digital content, which cuts across multiple platforms can consume officially uploaded and high-quality videos from Media Prima Television Networks, Media Prima Radio Networks, The New Straits Times Press (Malaysia) Bhd and Media Prima Digital, on the YouTube platform.