Media Prima and 988 Unveil Powerhouse Chinese Media Consortium

A Unified Frontier for Targeted Advertising in Malaysia

Media Prima Berhad, Malaysia’s leading fully-integrated media group, today announced a landmark strategic collaboration with 988, the nation’s premier Chinese-language radio station owned by Star Media Group.

This alliance formalizes the creation of a definitive Chinese Media Consortium, bringing together an unrivaled ecosystem of brands including 8TV, Eight WuXian（Eight无限）, Viralcham, Tantannews, Rojaklah, and a specialized presence on Xiaohongshu (XHS).

This consortium represents the most comprehensive Chinese-language media offering in Malaysian history, designed specifically to meet the evolving needs of marketers aiming for precision, scale, and cultural resonance within the affluent Chinese consumer segment.

The Power of One: Reach and Frequency Reimagined

By consolidating Malaysia’s No. 1 Chinese TV channel (8TV) with the high-engagement airwaves of 988 and Eight WuXian, and the digital dominance of REV Media Group’s portals (Viralcham, Tantannews, Rojaklah), the consortium offers a seamless “Total Reach” solution.

• Total Reach Unrivaled: The strategic partnership delivers an overall reach of 88% (5 million) of the total Malaysian Chinese audience (Source: Nielsen, Comscore), establishing the definitive single entry point to the market.
• Dominant Market Share: The collective entity now captures over 70% of the Chinese television audience and a significant portion of the digital news and lifestyle consumption in Malaysia.
• Omnichannel Frequency: Advertisers can now follow the consumer journey from the morning drive-time (988/Eight WuXian) to mid-day digital browsing (Viralcham/Rojaklah) and evening prime-time family viewing (8TV), ensuring high frequency without audience fragmentation.

Strategic Synergy: Content That Converts

The consortium moves beyond traditional ad-buying to offer Integrated Content Solutions. Brands can now leverage:

• Cross-Platform Storytelling: A single campaign can transition from a viral social thread on XHS to a deep-dive feature on Tantannews, and finally to a televised brand placement on 8TV.
• Influencer & Community Trust: Utilizing the established “voices” of 988 and Eight WuXian announcers alongside the trend-setting power of digital editors to drive authentic word-of-mouth.
• Data-Driven Insights: Social reach of over 26 million unique user profiles (Google Analytics) allows for hyper-targeted audience segmentation, ensuring marketing messages reach the right demographic—from Gen Z trend-seekers on XHS to urban PMEBs on Eight WuXian.

Unmatched Value for Advertisers

“This is not just a partnership; it is a strategic response to a fragmented market. For the first time, marketers have a single point of entry to the entire Chinese-speaking ecosystem.

We are eliminating the ‘noise’ and providing a unified dashboard for impact, efficiency, and ROI.”

The consortium provides a “one-stop” commercial gateway, simplifying the planning and buying process while offering bundled value that maximizes every Ringgit of marketing spend.

We are the direct gateway to the affluent segment: the consortium reaches 78% or 1.9 million Chinese PMEBs with an average household income of RM10,600 (Source: Nielsen CMV)

The consortium provides direct access to high value Chinese consumer segments, including over 900,000 individuals intending to purchase a car and 2.2 million individuals planning international travel. (Source: Nielsen CMV)