MEDIA PRIMA TRANSFORMS RADIO SEGMENT INTO ‘RIPPLE’
Company combines digital media, broadcasting and commerce
MEDIA Prima Bhd (MPB) has transformed its radio broadcast segment into an audience-focused company, Ripple, which combines digital media, broadcasting and commerce.
Ripple aims to create more opportunities to connect with audiences by leveraging data to personalise engagement in their lives.
Its chief executive officer, Seelan Paul, said the company would connect with audiences through music, entertainment and lifestyle, through a mass approach and a customised connection.
He said Ripple aimed to exploit gaps in broadcast audiences with the launch of seven new digital assets — Dhia, Donna, Lunaria, The Laki, Likely, Chapters and Wakeke.
These new platforms target Malay-speaking female audiences aged between 18 and 29, above 29 and below 18, Malay-speaking male audiences aged between 18 and 29, Englishspeaking audiences above 29, and Chinese-speaking audiences above 29 and those between 18 and 29.
Seelan said: “One of our greatest strengths in broadcasting is our ability to connect with listeners and communities through platforms. Over the years, we have successfully engaged with audiences on air, online and on ground.
“However, we know there are gaps and we see opportunities to boost engagement. Leveraging on that, our synergy between radio audiences, digital brands and e-commerce will be even bigger.”
“We believe that consolidating 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 aim to expand our audience reach through our new digital brands.
“This will enable us to offer customised solutions for advertisers to reach a variety of target audiences.”
Media Prima group managing director Datuk Kamal Khalid 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.
“Ripple leverages the strength of its brands and massive reach to create new revenue opportunities and target new consumer groups.
“The new direction will provide a more holistic solution for advertisers who want to connect with specific audiences across different platforms.
“Moving forward, we will continue to unlock the value of our assets through digital innovation and commerce-oriented strategies across the group.”
He said the launch of Ripple was in line with MPB’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 this year at 38.3 per cent.
In Malaysia, Internet users made up 80 per cent of the population, who spent an average of 8.5 hours online daily.
This implied strong growth for digital advertising and e-commerce as more Malaysians shop.
MBP’s digital revenue increased to RM44.8 million for the first six months ended June 30, against RM14.9 million previously.
It ranks third in terms of digital reach and aims to increase digital revenue contribution to eight per cent by December, compared with its three per cent target for last year.
Ripple, a rebranding of Media Prima Radio Networks, was launched by Kamal and Seelan at Mercu Mustapha Kamal in Damansara Perdana, Petaling Jaya yesterday.
Besides the seven new assets, it also comprises radio stations Fly FM, Hot FM, One FM and Kool FM, podcast platform Ais Kacang, and e-commerce brand Super Deals. Lunaria and The Laki are linked to Hot FM, Donna and Dhia to Kool FM, Likely to Fly FM and Chapters and Wakeke to One FM.
Fifty personalities manage the new platforms, and they write, interview, do research and upload videos. For details visit www.ripplemedia.com.my.