Malaysia’s largest integrated media Group, Media Prima has revamped its entire radio broadcast segment into an audience-focused company, Ripple, which combines digital media, broadcasting and commerce.
Ripple aims to unlock more opportunities to engage with audiences creatively by leveraging on data to personalise engagement and to be a part of their daily digital lives.
According to Ripple chief executive officer Seelan Paul, the company will connect with audiences through music, entertainment and lifestyle, through a mass approach and a customised connection.
Ripple also looks to connect with audiences through music, entertainment and lifestyle. It looks to “exploit” the gaps within existing broadcast audience by launching seven new digital assets such as Dhia, Donna, Lunaria, The Laki, Likely, Chapters, and Wakeke.
These new platforms target Malay-speaking female audiences aged 18-29, above 29 and below 18, Malay-speaking male audiences aged 18-29, English-speaking audiences above 29, and Chinese-speaking audiences above 29 and 18-29 respectively.
All seven new media platforms will produce content via editorials, sponsored stories, video, on-air interviews, discussions and podcasts.
See more about Ripple’s new platforms here:
Paul said: “One of our greatest strengths in broadcast is our ability to connect with listeners and our communities through our platforms. Over the years, we have successfully engaged with our audiences on-air, online and on-ground. However, with the current changing trends, we know there are gaps and we see the opportunities to exploit it further to enhance engagement, which is how the whole idea of customisation of audiences came about. Leveraging on that, our synergy between our radio audience, digital brands and e-commerce will be even bigger. Ultimately, this will also amplify our own e-commerce proposition for SuperDeals by offering the right deals for the right digital community.”
“We strongly believe that consolidating all 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 also aim to expand our audience reach and groups through our new digital brands. This will also enable us to offer customised solutions for advertisers to reach a variety of target audiences to design an effective campaign.”
Ripple's launch is in-line with Media Prima's plan to grow digital and consumer revenue
With an increase of $10.77 million in digital revenue in the first half of 2018, the company aims to increase its digital revenue contribution to 8% by the end of the year.
Media Prima’s digital revenue increased to RM44.8 million for the first six months ended June 30, against RM14.9 million previously. It currently ranks third in the country in terms of digital reach and aims to increase digital revenue contribution to 8 per cent by December, compared to its 3 per cent target for 2017.
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. The new direction will also provide a more holistic solution for advertisers who want to connect with specific audiences across different platforms.”