‘More complete portfolio for advertisers’

KUALA LUMPUR: Media Prima Bhd’s acquisition of REV Asia Holdings Sdn Bhd will give the country’s largest integrated media group a more complete portfolio that should attract more advertisers, analysts say.

TA Securities analyst Paul Yap said Media Prima and REV Asia businesses were complementary, and Media Prima could also cross-sell its products to REV Asia’s customers.

“Advertisers can benefit from a more complete portfolio of media assets (television, print, radio, out-of-home, content, digital media),” he said.

REV Asia Holdings, Yap said, was also strong in sponsored stories, which formed the bulk of its revenue and drew higher yields.

Another analyst from a bankbacked brokerage said the acquisition would give Media Prima access to a wider audience, and more focus on young urbanites aged between 18 and 35.

On the RM105 million price tag, the analyst said cash would not be an issue for Media Prima.

“The group can afford this over the long-term growth that can be provided by REV Asia,” he said.

Media Prima yesterday announced that its wholly-owned subsidiary, Media Prima Digital Sdn Bhd (MPD), was buying 100 per cent equity interest in REV Asia Holdings Sdn Bhd.

In a statement yesterday, MPD chief executive officer Rafiq Razali said the acquisition price was justified in view of the potential