Media Prima poised to retain dominance, holding 45% share of the local TV market via the four channels, with TV3 reigning supreme at 24%; It currently commands 19 million viewers in Peninsular Malaysia

November 9, 2013 Leave a comment

Media Prima poisedto retain dominance

LIDIANA ROSLI

Published: 2013/11/09

MARKET LEADER: Group to offer more than 100 new programmes across its four free-to-air TV channels next year

MEDIA Prima Bhd is set to retain its dominance in the local television broadcasting market next year through its four free-to-air (FTA) channels – TV3, ntv7, 8TV and TV9. “We are set to bring over 100 new programmes that include a combination of local blockbusters, drama series, cooking shows and documentaries across our four channels,” said Media Prima chief executive officer for television networks Ahmad Izham Omar at the group’s annual TV screening, here, yesterday.Themed “Welcome to Our Universe”, the screening aimed to highlight the entire Media Prima platform as “being in its universe”.
True to the theme, Ahmad Izham, along with TV3/TV9 group general manager Sherina Nordin, ntv7/ 8TV group general manager Airin Zainul and Media Prima Digital group general manager Lam Swe Kim, appeared in front of about 1,000 guests in rugged “space gear”.

As of second quarter this year, the media conglomerate held almost 45 per cent share of the local TV market via the four channels, with TV3 reigning supreme at 24 per cent.
“We have established that we are in the dominant position and our viewership is strong even when fragmentised,” said Ahmad Izham said when asked whether he is concerned that more viewers are now turning to online entertainment.
Meanwhile, Lim said: “We currently have 3.3 millions subscribers to our digital platform ‘Tonton’, where we are the market leader, and this shows they are not watching on TV, they are watching online.
“We see 15,000 to 30,000 new subscribers on our digital platform on a weekly basis and we’re projecting that we will see an additional four million in 2014, and that’s a conservative target given that next year, as of the 2014 Budget, the government will kick-start the second phase of high-speed broadband. This will definitely deepen the penetration rate,” said Lim.
Media Prima is also looking at other streams of revenue.
“We are more concerned with our non-adex revenue than our adex revenue, (which) currently contributes about 90 per cent.
“In order to grow exponentially, we have to look at alternative means like subscriptions on our digital platform and brand integration,” Ahmad Izham said.
“Clients are always looking at something new. They still go for TV advertising, which works, but they are looking at something different that we could offer through brand integration across our channels. The return on investment would be amazing,” he added.
Media Prima is also the holding company of newspapers New Straits Times, Berita Harian and Harian Metro, and radio channels FlyFm and Hot Fm.
It currently commands 19 million viewers in Peninsular Malaysia and has invested RM200 million in the new offerings next year.

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