MPTN STEPS UP CONTENT OFFERINGS

Move will allow brands, advertisers to effectively engage TV audiences

MEDIA Prima Bhd, through Media Prima Television Networks (MPTN), has upped its ante again as it expands and unifies its content, data and platform solutions.

This is to enable brands and advertisers to effectively engage audiences who consume TV in different ways, while providing greater commercial returns.

The network has embarked on an aggressive and transformative expansion plan with TV at the core.

It also invested in further developing its in-house talents and capabilities, creating a fullservice content team that has been responsible for developing some of Malaysia’s most iconic campaigns in recent years.

MPTN sales and strategy director Nini Yusof said TV would always be a powerful medium for marketers, but the format and delivery mechanism for TV content had changed with the rise of addressable and connected TV, over-the-top offerings over intellectual property and digital platforms.

“At MPTN we have quickly adapted by bringing our solutions together and capitalising on our strengths to make TV the core driver of innovative content in what is now a platform agnostic ecosystem.

“Through our dynamic awardwinning creative campaigns, we are able to expand TV content across broadcast, digital, mobile and social, creating a unique mix of marketing touchpoints for brands,” she said.

The renewed approach in revitalising TV as a collaborative marketing solution had encouraged more brands to engage MPTN as the primary content driver for their marketing efforts, said the network.

As a result, MPTN recorded an aggressive growth of over 60 per cent in the number of branded content produced last year.

It continues to attract not just local companies like AirAsia and Mamee-Double Decker but also multinational brands across a wide range of industries, such as Samsung, McDonald’s and Coca Cola.

As a proof of effectiveness, MPTN said it had continued to win various media and marketing industry awards.

Last year, it walked away with 13 accolades, including Media Owner of the year with Best in Show and Best Creative Team at the South East Asia’s Spark Awards for Media Excellence 2017.

This year, MPTN scored 22 nominations at the event, which will be held in Singapore soon.