BANGSAR, 9 June 2017 – Media Prima Berhad (“Media Prima” or “the Group”), Malaysia’s largest integrated media group today announced that En. Jeff Cheah, will be ending his tenure as the Chief Executive Officer of Big Tree Outdoor Sdn Bhd effective 14 July 2017. After 17 years with the Group, Jeff has decided to pursue new challenges outside Media Prima where he will take over the reins of a regional media company as its Group Chief Executive Officer, based in Singapore.

Jeff had served as Chief Executive Officer of Big Tree Outdoor since January 2013. He joined the Group on 15 January 2001. In announcing his decision, Jeff said that he is honoured to have been given the trust to lead Big Tree Outdoor and expressed his sincere thanks to the Board, colleagues and staff who have given him utmost support throughout his tenure with the Group.

In view of the resignation, Media Prima announced that En. Mohamad Shukor Bin Ariffin, aged 46, has been appointed as Chief Operating Officer (COO) of Big Tree Outdoor effective 1 July 2017. As COO, he will be responsible for the overall operations of Big Tree Outdoor and will focus on strengthening the core business of the company while pursuing new opportunities in line with Media Prima’s long-term growth strategies. He will report to the Group Managing Director of Media Prima. Prior to this appointment, En. Mohamad Shukor was Big Tree Outdoor’s General Manager for Operations. Highly experienced in OOH, he joined Big Tree Outdoor in April 2003 as Manager Corporate Affairs and Business Development. He was later promoted to the position of General Manager, Business Development and Corporate Planning in September 2009 and later as General Manager Operations in October 2011. His other prior appointments include Plus Berhad, Medas Corporation Berhad and Azlan & Associates Consulting. Shukor graduated from the University of Bradford, the United Kingdom with a Bachelor of Science (Honours) in Economics.

Commenting on the new appointment, Raja Datuk Zaharaton Raja Zainal Abidin, Chairman of Big Tree Outdoor said, “The appointment of En. Mohamad Sukor will further strengthen Big Tree Outdoor’s position as the leading Out-of-Home service provider in Malaysia. It also mirrors our strong succession plan that enables smooth handover of responsibilities and operations.”

Also commenting on the appointment of En. Mohamad Shukor, Jeff Cheah said, “He is well-respected in this field and his strong leadership traits make him the natural choice to continue the momentum that we built to firmly position Big Tree Outdoor as the preferred choice for advertisers. He has done an incredible job over the past 14 years with Big Tree Outdoor and possesses deep familiarity with the operations and commercial aspects of the OOH business. I am confident that he will contribute immensely to bring new levels of success to Big Tree Outdoor’”.

Meanwhile, the Board of Directors and Senior Management of Media Prima has expressed their deepest gratitude to Jeff Cheah for his years of dedicated service to the Group. Dato’ Sri Amrin Awaluddin, Group Managing Director of Media Prima said, “Jeff has contributed immensely where he played a pivotal role in establishing Big Tree Outdoor as the leading Out-of-Home (OOH) company in Malaysia. He provided strong leadership and ensured Big Tree Outdoor remained at the forefront in the implementation of the latest technologies in OOH. We wish him well in his future endeavours.”


For further information, please contact:
Media Prima Berhad at: 603- 1300 300 672 Ext: 8949 or 03 – 2724 8949
Azlan Abdul Aziz at [email protected]/ or 60126140522


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