TV3 and TV9 emerged the most-watched channels owing to Media Prima Television Networks innovative content and multi-platform offerings themed around the celebration
Petaling Jaya, 3 September 2014 – Malaysia’s largest media platformMedia Prima Television Networks (MPTN) continues to dominate the local television broadcast industry, having achieved and sustained strong viewership performance throughout this year’s Ramadan and Raya season. Two of the network’s best performing channels, TV3 and TV9, conquered the highest daily viewership across primetime segments, with a peak of 6.9 million viewers during the Buka Puasa Primetime from 4.00pm to 8.00pm. Maintaining their reputation as the most-watched TV channels among the Malay audience, TV3 and TV9 successfully reached out to 78 per cent (10 million) of the overall Malay demographic in the first five days of Hari Raya.
Both free-to-air channels also performed well on Pay TV platform and achieved over 42 per cent viewing share during Ramadan, making TV3 and TV9 the No. 1 and No. 2 channels on Pay TV platforms respectively. Capturing the lucrative market on Pay TV, these channels achieved 32.4 per cent of combined audience share in the 15-34 year-old age bracket. In comparison, the combination of 15 other key Malay channels drew 23.7 per cent share of the same audience group, according to data from the Nielsen Audience Measurement. “For the second consecutive year, MPTN delivered another stellar performance for our Ramadan and Raya broadcast,” Ahmad Izham Omar, Chief Executive Officer Television Networks, Media Prima Berhad. “This attests to our ability in bringing not only innovative content, but more importantly a plethora of quality, family-friendly entertainment that truly speaks to Malaysians while keeping them engaged throughout the celebration.”
This year, TV3 and TV9 offered a five-week worth of comprehensive programming line-up related to faith and devotion, including top-rated travelogues, cooking and religious programmes. Ramadan drama series remained a popular choice with key titles like Ramadan Jangan Pergi and the cooking-related drama Azam Ramadan Su hitting over 3 million and 1 million viewers respectively. Viewers also showed significant interest in religious programmes like 1001 Persoalan Bersama Ustaz Kazim. The broad mix of telemovies, musical programmes, entertaining documentaries, and Hollywood blockbusters ensured that 98 of the top 100 programmes during Hari Raya came from TV3. Inevitably, MPTN’s special, Love You Mr. Arrogant Raya reached 3.5 million viewers, capturing a total of 40% audience share.
Izham said, “These special programmes are instrumental in differentiating our proposition and attracting the largest audience base, which provides a unique opportunity for our brand partners. Leveraging on our TV-led integrated offerings, brands are able to broaden their reach across platforms, including online, radio, outdoor and social media.” Beyond television, MPTN’s Ramadan and Raya campaign was amplified through a 360 degree approach that provided multiple audience touch points from on-ground events to social media.
One of Malaysia’s largest retailers AEON tapped on Media Prima’s universe of integrated platforms to lead a joyful Ramadan and Raya celebration. The fulcrum to the overall campaign was the ‘Kongsi Kisah AEON Anda’ contest, a crowdsourcing effort that drove viewers to Media Prima’s online platform Tonton.com.my to submit heart-warming stories while shopping at AEON with a chance to win shopping rewards. AEON also extended its audience engagement through MPTN’s exciting on-ground events by introducing the ‘Skuad Seindah Ramadan’. The event broke new records as the squad covered over 30 famous Ramadan bazaars situated in town and mosques in Malacca and Perak, successfully engaging more than 30,000 fans. Another on-ground activation was ‘Bazar Seindah Ramadan’, a star-studded Ramadan bazaar. Over 100,000 visitors jumped at the opportunity to participate in activities that enabled them to engage with various MPTN’s ambassadors including Siti Saleha (lead actress from Ramadan Jangan Pergi), Zul Ariffin (cast of Rindu Awak 200%), Yasin (Senario) and more.
Similar excitement was created online through a special-commissioned Raya theme song for home-grown brand, Ambi Pur. Emulating success from last year’s biggest Raya hit ‘Anugerah Syawal’ performed by Bunkface, MPTN combined the band with finalists from TV9’s flagship kids reality TV show Idola Kecil Ultra to present a new rendition, instilling a new flavour and joy to the track. The song received over 1 million views on YouTube and created widespread conversation on Twitter and Instagram.
Adopting ‘Anugerah Syawal’ as the overall campaign theme for its Raya celebration, the network delivered a television advertisement to highlight the spirit of togetherness. The production employed creative storytelling that underlined the simple emotions portrayed by grandparents who find comical ways to stop their children from heading back to their city life. The meaningful campaign, which anchored all key initiatives, received encouraging response and talkability on social media.
The hashtags #SeindahRamadan and #AnugerahSyawal outperformed competitors on social media platforms, with a total of over 158 million reach on Twitter. “The combination of traditional and non-traditional approaches in driving the Ramadan and Raya celebration created a broad array of multi-platform offerings that brands can readily capitalise on to heighten the celebration. Our brand partners Ambi Pur and AEON effectively elevated their nationwide engagement with Malaysian shoppers and ultimately attracted a spike in store traffic and sales. On a more rewarding note, we had the opportunity to jointly take the lead in driving the holy observation of Ramadan and celebrating Raya with Malaysians,” added Izham.
FOR MORE INFORMATION, PLEASE CONTACT PUBLIC RELATIONS UNIT
Muhammad Aziz Tel: 03-7726 6333 ext 5134 HP: 016 223 7576, email: [email protected]
Noor Farina Mohamed Ashrudin Tel: 7952 7999 ext. 9085 HP: 019 663 4584 email: [email protected]
Mohammad Dzafri Mohd Adzmi HP: 012 201 1664 email: [email protected]
Since its inception in 1984, Sistem Televisyen Malaysia Berhad or better known as TV3, Malaysia’s 1st free-to-air private television channel has maintained its position as the no.1 mass premium channel and Malaysia’s most watched TV channel. TV3 continues to perform excessively well amongst its target audience by delivering bold and innovative content to the mass audiences from drama series, reality TV to magazine programmes that dominate both the prime time and fringe time segments. TV3 as a wholly-owned subsidiary of Media Prima Berhad has maintained an audience viewing share of 24% on both free-to-air and paid television.
As Malaysia’s no.1 TV station for the young and vibrant mass Malay audience, TV9 delivers fresh content ranging from entertainment, drama, comedy to reality drama shows that most appealing to its audience. TV9, a division of Malaysia’s largest media platform Media Prima Television Networks, has continued to provide a slate of distinctive, high-rating new programmes for over a decade.