PublicIn­vest pos­i­tive on Me­dia Prima’s three new ini­tia­tives

New Straits Times - - Business / News -

Pub­lic In­vest­ment Bank Bhd (PublicIn­vest) is pos­i­tive on Me­dia Prima Bhd’s newly-launched Ais Ka­cang Pod­cast, Su­perDeals and Icon ini­tia­tives.

Nev­er­the­less, the firm said weak ad­ver­tis­ing ex­pen­di­ture sen­ti­ment, costs of new ini­tia­tives and long ges­ta­tion phases would re­main a con­cern in the near term.

“Me­dia Prima or­gan­ised a Me­dia Prima Ra­dio Net­work (MPRN) Trade Launch re­cently, where we be­came pos­i­tive on the three brand new ini­tia­tives.

The new ini­tia­tives re­quire min­i­mal cap­i­tal ex­pen­di­ture (capex), and would lever­age on in­ter­nal re­sources such as prod­uct en­gi­neers,” said PublicIn­vest in a re­port yes­ter­day.

It said the capex es­ti­mated was less than RM500,000 for the first year, in­clud­ing tal­ent and op­er­at­ing cost.

For the near term, the group aims to gen­er­ate more user con­tent to ex­pand the pod­cast base.

Ais Ka­cang Pod­cast is a dig­i­tal me­dia for­mat com­pris­ing a se­ries of talk shows with spe­cific themes.

Lis­ten­ers can stream dig­i­tally and ac­cess orig­i­nal pro­gram­ming con­tent through 30 dif­fer­ent pod­casts weekly cut across three main lan­guages — Ba­hasa Malaysia, English and Chi­nese.

“MPRN sees pen­e­tra­tion op­por­tu­ni­ties in the pod­cast space and aims to in­crease its dig­i­tal rev­enue by 10 per cent from this av­enue,” said PublicIn­vest.

On Su­perDeals, an e-com­merce plat­form, the firm said MPRN was bank­ing on the pop­u­lar­ity of online shop­ping to har­ness the power of its dig­i­tal me­dia that has 7.7 mil­lion fol­low­ers in gen­er­at­ing ad­di­tional rev­enue.

This is done via of­fer­ing an al­ter­na­tive way for e-com­merce mer­chants to ad­ver­tise and pro­mote their plat­forms.

“With this lat­est of­fer­ing, MPRN acts as vir­tual store­front where part­ners can ad­ver­tise their spe­cial of­fers or prod­ucts through the of­fi­cial web­site of Fly FM, Hot FM, One FM, and Kool FM.

“It would col­lab­o­rate with CJ Wow Shop to pro­vide com­mer­cial ar­range­ment for mer­chants not involved in lo­gis­tics, and Lazada, the num­ber one ecom­merce player,” said the re­search firm.

On new Icons, Me­dia Prima’s ra­dio arms Fly FM, Hot FM, One FM and Kool FM will have its own icons to re­flect the char­ac­ter of the sta­tion and tar­get au­di­ences.

“The icons are cre­ated to fur­ther strengthen the sta­tions’ brand­ing, to ex­plore new busi­ness op­por­tu­ni­ties in pro­duc­ing pre­mium mer­chan­dise and to gen­er­ate rev­enue,” said PublicIn­vest.

“The icons will demon­strate their in­di­vid­ual char­ac­ter through re­spec­tive so­cial me­dia plat­forms and dig­i­tal con­tent.

“MPRN en­vi­sions to de­velop the icons into an­i­mated con­tent and also to ven­ture to­wards vir­tual gam­ing, in line with cur­rent con­sumer trends,” it said.

PublicIn­vest re­tained its “neu­tral” call on Me­dia Prima with an un­changed tar­get price of RM1.00.

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