DATUK SERI WONG CHUN WAI
GROUP MANAGING DIRECTOR & CHIEF EXECUTIVE OFFICER STAR MEDIA GROUP
On how social media has impacted or promoted your business brand.
The Star has always believed in the use of a multimedia approach, whether in print, radio, TV or social media, in order to reach the widest possible audience, without any restrictions. Integration is the key word. We follow a similar approach in promoting Star Media Group as a brand.
On the company’s digitalisation efforts and how it has helped in branding.
Star Media Group has adopted a strong digitalisation approach over the last three years. This was reflected in the change of name from Star Publications Bhd to Star Media Group. This was done strategically and psychologically to instil in the minds of our staff that The Star is more than just a print product. We also took Cityneon Holdings Ltd, a Star-owned company, onto a digital platform by securing the rights to hold exhibitions worldwide for Marvel and Transformers. We had a three-storey building in Las Vegas as a permanent feature and also staged on-site shows in major cities such as Seoul and Paris. This was a successful move because it attracted global attention and we ended up selling Cityneon for RM360mil, which was 34 times price earnings. While the company was giving us a steady income, it was an offer too good to refuse because it would have taken us decades to earn that kind of money. The other important digitalisation effort was to launch over-the-top or OTT content via Dimsum, a video service provider. Dimsum is the only one with all-Asian content. The other OTT players have more Western content. This is still a fairly new platform, but we are aware that young people no longer confine themselves to just watching TV, but use their mobile phones and tablets to access content. People said we were crazy when we launched The Star Online 22 years ago, but today we are in pole position as the only news portal with a serious business model.
Challenges faced by your company in a challenging economic environment.
It’s no secret that the market has been weak the last two years. All media platforms have been affected and this is obvious if you look at the advertising expenditure and performance of all the media companies as well as advertising agencies. Star Media Group, like all the other media companies, has had to re-look operations, cost, headcount and our competitiveness. But we have always been a prudent company and are now looking at ways to diversify into non-core businesses.
On strategies put in place to boost the company’s brand image.
Creativity and innovation have always been the hallmark of the Star Media Group. We constantly challenge ourselves to be heard and recognised. Some of our projects include the Moderation Campaign, the #AnakAnakMalaysia campaign, the Ride for Malaysia project and the Women of Wonder (WoW) campaign. Our youth platform R.AGE has received worldwide recognition and a slew of awards for its Predator In My Phone campaign. These are just some of the success stories that The Star has introduced to Malaysians.
The importance of a meaningful connection between a brand and a consumer in brand-building.
We believe that through all our campaigns, our audience and clients must be a part of our journey. We have always believed that Star Media Group belongs not just to our shareholders, but also to the people. We take pride in that and that is why our readers and the public have a role in every project we undertake. The connection between the brand and the consumer has made Star Media Group what it is today. We take pride that we are the only Malaysian media that stands up for moderation. This is what we believe in and we have done so consistently.