“Content Is King” according to Kenny Ong

Speaking at the Malaysian Media Conference (MMC) 2022 last August, Kenny Ong, CEO of Astro Radio, Rocketfuel & Astro Media Solutions shared his topic “Maneuvering Through A Crowded Media Landscape”. 

Starting off by emphasising on asking the right questions to get the right answers, he went on to explain this applies to companies or brands that need to know the customers’ wants and needs to further cater to it.

Furthermore, a comprehensive and concise framework was shared by Kenny at the conference on the 4-wheels model where creatives, location, timing and message is sent through the media to get to the audience. The different customer types and what products/ services that can cater to them was also considered.

The audience also learned a new saying where “content is king” is no longer applicable whereas “King = Platform + Content + IP + First-party Audience” is the current fad that companies/ brands should practice nowadays. 

The session ended with Astro’s recently launched Addressable Advertising. It is when Addressable Media (TV /Audio / Digital) combines Mass Media’s power of persuasion with targeting and accountability, providing relevant messages to intended audiences. Kenny simplified it as it is targeted advertising messages served directly to households. It was indeed a humorous and fun session for the attendees.

Later that day,  Nicholas Sagau, COO of REV Media Group moderated the topic “Recharging The Local Media Economy & Landscape”. He was joined by Ranganathan Somanathan, Co-Founder & Curator RSquared Global Ventures, Eldon D’cruz, Head Of Strategy Wavemaker and Andy Othman, Head of Division, Digital Ecosystem Development, MCMC.

Nicholas made it a point that the landscape that is meant here looks at how the industry is shifting from short form content evolution to Data ecosystem. 

He also emphasised on the importance of local media to companies/ brands of today. “Allowing a managed environment where clients can choose to appear next or with safe content for their brand is definitely something to be considered” he added.