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Media Prima launches Ramadan content push, ‘We understand what makes Malays tick’

Media Prima, one of Malaysia’s largest media owners, has put to air a series of programming on TV and other media that it says will help marketers target the Malay community during Ramadan and Hari Raya.

Through its television stations TV3 and TV9, and outdoor, digital, social media, radio and print outlets, Media Prima can reach what it defines as a group of upwardly mobile “Mass Premium Malays” aged between 15 and 49.

Targeting Malays

Six behavioural segments for targeting Malays

Its ‘Syukur Selalu’ broadcasting push aims to bring in advertisers with 150 hours of Ramadan and Raya programming on TV3 and TV9 across four prime time segments.

Malay programming on Media PrimaThe company is also running a series of events and roadshows, launching a mobile app, and putting Ramadan and Raya shows on its Tonton video portal.

Media Prima’s audience, which the company has divided into six psychographic sub-groups, represents 80 per cent of Malays nationwide, in the countryside and the cities, the company says.

Using data from Nielsen and its own proprietary research, Media Prima has identified six Malay consumer groups: ‘Established and Strong-Willed’, ‘Trend-setter’, ‘Impressionist’, ‘Contented’, ‘Dutiful and Discerning’ and ‘Faithful’ (shown above).

The study, Media Prima says, shows that “Malays today have transitioned into a society that seeks enrichment from self-development and spiritual growth to having a better quality of life.”

Malays not only consume digital media, but TV, radio and newspaper “remain dominant”, the company says.

The group “still holds firm to some traditional traits and values driven by their culture and upbringing – religion, family values, togetherness and humility.”

Ahmad Izham Omar, CEO, Television Networks, Media Prima, said in a press release: “For years, brands have always been trying to maximise their investment in the growing Malay segment. It is a market we know well, having owned the most-watched channels for the last 30 years. We understand what makes Malay consumers tick.”

“Besides our broadest countrywide reach, brands can tap on Media Prima’s understanding of the Malay demographic to develop engaging content, hit the right audience, and gain maximum returns from their marketing spend.”

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