Media Prima Revamps Radio Segment with Ripple
Media Prima Berhad recently announced today the transformation of its radio broadcast segment to an audience-focused company, Ripple, which synergises digital media, broadcast, and commerce audiences. Ripple aims to unlock more opportunities to engage with audiences creatively by leveraging on data to personalise engagement and to be a part of their daily digital lives.
Ripple will connect with audiences through music, entertainment and lifestyle, through a mass approach and a customised personable connection. With the current changing trends, it targets to exploit the gaps within existing broadcast audience by launching seven new digital assets – Dhia, Donna, Lunaria, The Laki, Likely, Chapters, and Wakeke.
Seelan Paul, Chief Executive Officer of Ripple, said, “One of our greatest strengths in broadcast is our ability to connect with listeners and our communities through our platforms. Over the years, we have successfully engaged with our audiences on-air, online and on-ground. However, with the current changing trends, we know there are gaps and we see the opportunities to exploit it further to enhance engagement, which is how the whole idea of customisation of audiences came about. Leveraging on that, our synergy between our radio audience, digital brands and e-commerce will be even bigger. Ultimately, this will also amplify our own e-commerce proposition for SuperDeals by offering the right deals for the right digital community.”
“We strongly believe that consolidating all our traditional and digital assets under Ripple will give us the flexibility to connect with audiences on a more personal level and explore new revenue opportunities. We also aim to expand our audience reach and groups through our new digital brands. This will also enable us to offer customised solutions for advertisers to reach a variety of target audiences to design an effective campaign.”
The launch of Ripple is in-line with Media Prima’s business transformation plan to grow digital and consumer revenue. According to marketing and advertising agency Dentsu Aegis Network Austria, digital advertising made up the majority of global advertising spend in 2018 by 38.3 percent. In Malaysia, internet users make up 80 percent of the population who spend an average 8.5 hours online daily. This implies strong growth for digital advertising and e-commerce as more Malaysians become comfortable shopping online and living in a digital world.
Datuk Kamal Khalid, Group Managing Director of Media Prima, said: “The transformation of our radio segment captures what we are trying to do across the Group to become Malaysia’s leading digital-first content and commerce company. Ripple leverages on the strength of its brands and massive reach to create new revenue opportunities and target new consumer groups. The new direction will also provide a more holistic solution for advertisers who want to connect with specific audiences across different platforms. Moving forward, we will continue to unlock the value of our existing assets through digital innovation and commerce-oriented strategies across the Group.”
Media Prima’s digital revenue increased to RM44.8 million for the first six months ended 30 June 2018 against RM14.9 million in the comparative period, driven by higher digital advertising revenue across all platforms. Media Prima currently ranks third in the country in terms of digital reach and aims to increase digital revenue contribution to 8 percent by year-end, compared to the Group’s 3 percent target for 2017.
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