Media Prima makes a ‘Ripple’
Media Prima makes a ‘Ripple’
Media Prima revamps radio with Ripple Media Prima Berhad announced that it would transform its radio broadcast segment to be more audience focused with Ripple.
Ripple synergises digital media, broadcast and a commercial audience and will allow listeners to engage as part of their daily digital lives.
Ripple will connect with the audience through music, entertainment and lifestyle, through a mass approach and a customized connection.
Ripple is an audience-focused digital media, broadcast and commerce company that aims to engage with audiences through content, talents, experiences and platforms. It includes four broadcast brands – Fly FM, Hot FM, One FM and Kool FM, a podcast platform – Ais Kacang, an e-commerce brand – SuperDeals, and seven digital brands – Dhia, Donna, Lunaria, The Laki, Likely, Chapters, and Wakeke. Seelan Paul, Chief Executive Officer of Ripple, said: “One of our greatest strengths in broadcast is our ability to connect with listeners and our communities through our platforms.
Over the years, we have successfully engaged with our audiences on-air, online and on-ground. “However, with the current changing trends, we know there are gaps and we see the opportunities to exploit it further to enhance engagement, which is how the whole idea of customisation of audiences came about.
Leveraging on that, our synergy between our radio audience, digital brands and e-commerce will be even bigger. Ultimately, this will also amplify our own e-commerce proposition for SuperDeals by offering the right deals for the right digital community.”
“We strongly believe that consolidating all our traditional and digital assets under Ripple will give us the flexibility to connect with audiences on a more personal level and explore new revenue opportunities. We also aim to expand our audience reach and groups through our new digital brands. This will also enable us to offer customised solutions for advertisers to reach a variety of target audiences to design an effective campaign.”
The launch of Ripple is in-line with Media Prima’s business transformation plan to grow digital and consumer revenue. According to marketing and advertising agency Dentsu Aegis Network Austria, digital advertising made up the majority of global advertising spend in 2018 by 38.3%. In Malaysia, internet users make up 80% of the population who spend an average 8.5 hours online daily. This implies strong growth for digital advertising and e-commerce as more Malaysians become comfortable shopping online and living in a digital world.
Datuk Kamal Khalid, Group Managing Director of Media Prima, said: “The transformation of our radio segment captures what we are trying to do across the Group to become Malaysia’s leading digital-first content and commerce company.
Read more at: Marketing Magazine