Media Prima’s innovative brand partnerships for its annual awards show


( – Global brands Honda and Samsung tapped into the local Malay market through Media Prima’s popular awards show 31st Anugerah Juara Lagu (AJL31)

This year’s AJL31 drew over 6 million viewers on TV3, capturing over half of the Malay television viewers at 51.2 %. The awards show instantaneously became the nation’s hot topic, garnering over 33.4 million social media impression and 150,000 as live stream views on, AJL31 mobile app and tonton’s official Facebook page.

Nini Yusof, Group General Manager for Client Servicing, Media Prima Television Networks shared, “Our awards platforms like AJL31 carry a lasting legacy of the most-watched programmes in Malaysia. They have evolved to become an effective platform for brands to be seen and reach out to the mass Malay market. At Media Prima Television Networks, we are constantly exploring creative ways to redefine event sponsorships and the collaboration with our partners.”

At the AJL31, Samsung took on the stage to surprise the crowd by rewarding the ‘Best Performance’ and the title honour of ‘Juara Lagu’ winners, as well as a chance for fans to bring home the newest Samsung Galaxy A series smartphone through a live karaoke challenge. To sweeten the deal, Samsung also rewarded a celebrity with a 3D/ 2N “A” trip for two at St. Regis Hotel, Langkawi.

Leading car brand Honda also took the opportunity to deliver a unique experience of its newest Honda Civic. Celebrities including Man Bai and Nadia Annuar were among others chauffeur-driven to the award location on the latest Honda Civic. As they arrived, they were greeted by a Honda BR-V display at the red carpet.

“We create new opportunities to allow brands to deliver a unique experience and engage with millions of our viewers and audience across platforms. That’s how brands unlock greater value from event sponsorships. Pure-play media exposure is no longer sufficient,” added Nini.

According to IEG Sponsorship Report, global sponsorship spending was projected to reach US$60.2 billion in 2016, tracking a steady compounded annual growth rate of 3.33 percent from 2012. Sponsorship spending on international awards like the Academy Awards and Grammy Awards was expected to worth $139.2 million in 2016, up 4.3 percent from the previous year.


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