Kuala Lumpur – Media Prima Television Networks is set to expand its capacity in establishing innovative partnerships with global brands that are perpetually aiming to grow their mass Malay market share. The media powerhouse will continue to ramp up its local televised awards shows through investment in creating unique opportunities and creative brand integration efforts. This will include initiatives to strengthen the unification of its free-to-air, digital, social media, radio, print and out-of-home media platforms.

The ambition came at the back of the recent 31st Anugerah Juara Lagu (AJL31), which attracted top global brands including Samsung and Honda to capitalise on the awards platform as a way to engage the mass Malay audience. This year’s AJL31 drew over 6 million viewers on TV3, capturing over half of the Malay television viewers at 51.2 percent. The awards show instantaneously became the nation’s hot topic, garnering over 33.4 million social media impression and 150,000 as live stream views on tonton.com.my, AJL31 mobile app and tonton’s official Facebook page.