OMNiA Awakening: Where mainstream rises in a world of scrolls, stories and shares

Mainstream has left the chat? Not quite. What once lived in mass media now lives in scrolls, shares, reactions, and replays. Today, the small screen steps onto the mainstage. Prime time is anytime. And word of mouth? It spreads not just in cafes or markets, but in comment threads we browse from anywhere.

This is mainstream redefined. A terrain where brands must navigate to earn meaningful impact, shaped by what’s being shared, discussed and circulated on social media.

And in this new landscape, OMNiA is built to command.

As Media Prima’s creative and marketing solutions arm, OMNiA holds unrivalled access to the Malaysia’s largest and most diverse audience network across TV, digital, radio, print, OOH, and OTT.

What sets OMNiA apart is its ability to unify cultural intelligence, strategic cohesion and powerful storytelling. It shapes social conversation while solving real brand challenges – from driving demand to changing perception, rebuilding trust and navigating nuance.

Driven by talents, designed for traction

At the heart of it all is a collective of sharp minds and bold magicians, each bringing their own superpowers to the table. From decoding what moves Malaysians to shaping outcomes with precision, they connect the dots others miss.

“We’ve always had the right ingredients – a team who understands Malaysians deeply and a network that touches everyone. Formats evolve, platforms multiply, and behaviours shifts overnight. But we continue to innovate with an instinct that others can’t replicate, tailoring ideas that move across platforms, spark communities, and shape iconic moments with tangible social traction,” said Stephanie Wong, OMNiA’s COO for Agency Solutions.

Steering this momentum together with Stephanie is Datuk Mohd Efendi Omar, OMNIA’s COO for Direct Solutions.

“OMNiA’s advantage lies in speaking the language that connects with Malaysians. That comes from years of working closely with the government and SMEs, where agility, speed, and clarity matter most. We lead initiatives that respect public sentiment, deliver measurable outcomes, and turn trust into tangible impact,” said Datuk Efendi.

Innovation starts from home

Media Prima’s innovation spirit continues to take physical shape with its move from Sri Pentas to Balai Berita. It isn’t just a relocation. It’s a reimagination. Now operating from a larger, more dynamic space equipped with state-of-the-art systems, modern studios, and future-ready facilities, OMNiA is primed to move faster, create sharper, and deliver smarter across the board.

As Rafiq Razali, Group Managing Director of Media Prima puts it, “Media Prima stands at the intersection of culture and connection, where Malaysians gather across languages, medium, and mindset. OMNiA takes that connective power and transforms it into ideas that resonate in a world where social is no longer second screen. That’s the new frontier, and OMNiA is primed to lead the way.”

This momentum is already fuelling OMNiA’s growing IP leadership, moving beyond screens and formats. From prime-time dramas to TikTok series, it continues to feed Malaysia’s ever-growing drama fandom while opening culture-rich waves for brands to ride on.

Sai Phaik Cheng, Director, Solutions and Implementation, OMNiA emphasised, “Audiences today don’t consume content in silos. They interact, share, and respond across channels in ways that are fluid. OMNiA’s strength lies in building solutions that account for this complexity. We connect each moving part into a strategy that works cohesively, not chaotically.”

In collaboration with Samsung, OMNiA rolled out Keluarga Antara Insan – a Ramadan-themed TikTok drama series that garnered over 3.1 million views. Built as a social-first execution, it proved mobile-native formats can deliver not just reach, but real resonance.

Its No.1 radio station Hot FM followed suit with Nak Balik, a TikTok-exclusive mini drama featuring its own personalities. Light-hearted and emotionally engaging, the series brought personal storytelling into a new space, deepening audience connection and affinity.

Rethinking platforms

“For OMNiA, it’s about the stories that we tell and resonate with various audiences. We are all about big ideas and not platforms.” added Phaik Cheng.

Think digital-native storytelling, short-form news, and real-time video – this mindset has reshaped even its newsroom operation, powered by distinguished journalists who are now more focused than ever on making news relevant and accessible to younger Malaysians.

Di Sebalik Tajuk Utama, a cross-platform podcast by TV3 and Media Prima Audio, unpacks sensational headlines and crime cases through insider storytelling. With a social media reach of 77.6 million, it reinforces that news can inform and entertain, while presenting brands with fresh, high-impact avenues to engage audiences where curiosity meets conversation.

Meanwhile, Hot FM’s 24-hour live broadcast from Mount Kinabalu redefined what conventional radio could be. Merging content, live experience and digital storytelling, the campaign reached over 4.9 million people and pulled in over 50.7 million social media video views, showing just how far audio can climb when reimagined with purpose.

For absolutely everybody

From OOH to OTT, from bustling cities and quiet kampungs, OMNiA doesn’t just reach Malaysians. It resonates with them. But scale alone isn’t just the story. The real magic lies in how each touchpoint is made to matter.

Look no further than Anugerah Juara Lagu Ke-39. Brands like Samsung, Unifi, and Gardenia NuMee didn’t just show up. They stole the show! From stage to stream, from TV to TikTok, they transcended screen time, becoming part of the culture. With a record-breaking 60.1% TV viewership share, over 2.1 billion total reach and 236 million social media video views, AJL39 was lived and lit everywhere.

Beyond live moments, OMNiA stays ahead by converging media innovation with cultural relevance. Leveraging new technologies like generative AI, we’ve merged tech capabilities with Malaysian culture.

In a recent campaign powered by CelcomDigi, Berita Harian Online and Harian Metro Online utilized AI to summarize news stories into four-line pantuns, a beloved form of Malaysian poetry. This creative approach turned everyday news into witty, culturally resonant way to connect audiences with current affairs.

Chris Wee, Chief Digital Officer, OMNiA said, “While tech and innovation drive our growth, we never lose sight of human connection. We integrate data, platforms and content across the ecosystem to drive brand building performance and personalisation, helping brands connect with audiences in a relevant way.”

In a collaboration between TV3, PepperLabs and F&N, Dapur Panas went beyond product visibility. It spotlighted the culinary talents of women entrepreneurs from low-cost housing communities, giving them opportunities to earn income during Ramadan and Raya. It’s proof that purpose and media muscle can and should go hand in hand.

Partner of choice

Media Prima’s portfolio is vast. But OMNiA is what brings it all together – the connector, thinker, and catalyst powering ideas into action. It takes the full weight of the network and channels it into campaigns that resonate, convert, and perform.

For brands, it’s where reach meets resonance. A strategic, insight-led ecosystem built to lead in the space where conversations start, culture spreads, and mainstream moments are made. Because what happens on social doesn’t just reflect the world anymore. It defines it. And OMNiA is right where that definition begins.

LEADERSHIP PERSPECTIVES

Nini Yusof

CEO, Media Prima Television Networks & Primeworks Studios

“TV has long become an active catalyst. Every frame we create now lives on in reels, stitches, and reposts. We design content that earns its way into hearts, headlines, and hashtags. Over time, they shape culture and communities, serving as a powerful social currency that OMNiA’s clients can leverage.”

Nazri Noran

CEO, Media Prima Audio

“Audio has never just been about sound. It’s about emotional connection. We meet Malaysians in their most personal spaces, from car rides to kitchen routines, from livestreams to late-night scrolls. That powerful intimacy drives our role in OMNiA, where we help brands show up beyond airtime.”

Samuel Wee

CEO, REV Media Group

“In an algorithm-driven world, being generic won’t cut it. At REV, we craft and tailor stories specifically for the right audiences, platforms, and moments. That’s the edge we bring OMNiA, equipping brands with digital strategies that are sharp, purposeful, and designed to captivate.”

Amir Rasyidi Johari

CEO, Tonton

“Tonton has never been afraid to evolve. What started as a streaming platform is now a dynamic playground for experimentation. It’s where content meets interactivity, and viewers meet experiences. In OMNiA’s ecosystem, that makes Tonton more than a screen. It’s a space to test ideas, trigger talkability, and co-create the next big moment.”

Stephanie Wong

COO, BIG TREE & OMNiA

“OOH used to be about eyeballs. Today, it’s about engagement. Our formats don’t just occupy physical space. They invite interaction, spark discovery, and leave digital footprints. At BIG TREE, we’ve reimagined outdoor as an entry point to the social loop, allowing OMNiA to deliver impact, from pavement to platform.”

Jasbant Singh

Group Managing Editor, Media Prima News and Current Affairs

“In an era of noise, clarity and speed is power. Across our newsrooms, we distil, contextualise, and craft stories for a society that’s informed by the scroll. Our work gives OMNiA a foundation of credibility, anchoring brand narratives in substance, not just sentiment.”

TIME TO ENTER APPIES

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2024 to May 2025

SUBMIT YOUR ENTRY

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