Media Prima collaborates with YouTube to drive video content segment

All Media Prima video content will now be available on YouTube

Malaysia’s largest integrated media group, Media Prima is now working with US-based video sharing 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 is 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 its platforms while giving audiences a better video viewing experience of its popular content across multiple devices.

This move will further on allow the Media Prima to generate sustainable revenue through programmatic advertising, one of the fastest growing digital revenue segments.

Datuk Kamal Khalid, Group Managing Director of Media Prima

“Media Prima is expanding its digital presence and this partnership will solidify the Group’s position as the largest local digital media company in Malaysia. 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,” said Datuk Kamal Khalid, Group Managing Director of Media Prima.

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) Berhad and Media Prima Digital, on the YouTube platform.

YouTube’s Player for Publishers was first launched in Europe in 2015 and is now being used by more than 100 publishers in 25 countries.
“At Google and YouTube, we’re big fans of local content and recognise we are truly part of the same ecosystem. More Malaysian content on YouTube means more inventory for advertisers to reach their audience and we’re thankful to Media Prima for helping supercharge the Malaysian YouTube scene,” said Sajith Sivanandan, Managing Director of Google Malaysia, Vietnam, Philippines and New Emerging Markets.

This collaboration follows Media Prima’s acquisition of a 52% stake in Vocket Media Sdn Bhd which owns VOCKET, a popular Malay-language social news portal targeted at urban Malay youths. The Group also recently announced a partnership with Grab to roll out the In-Car Media Platform, whichinclude various short-form content for in-transit viewing.

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