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.
Honda also took the opportunity to deliver a unique experience of its newest Honda Civic. Celebrities including Man Bai and Nadia Annuar were among others chauffeur-driven to the award location on the latest Honda Civic. As they arrived, they were greeted by an impressive Honda BVF display at the red carpet. According to IEG Sponsorship Report, global sponsorship spending was projected to reach US$60.2 billion in 2016, tracking a steady compounded annual growth rate of 3.33 percent from 2012. Sponsorship spending on international awards like the Academy Awards and Grammy Awards was expected to worth $139.2 million in 2016, up 4.3 percent from the previous year.
As the most phenomenal event in the local music industry, AJL31 brings together performances by 12 finalists of the best songs written and produced in Malaysia, the annual event culminates with the award presentation for ‘Best Performance’, ‘Best Vocalist’, and ‘Juara Lagu’ alongside the first and second runner-up titles. This year, the song “Lelaki Teragung” performed by Dayang Nurfaizah which claimed the coveted title of ‘Juara Lagu’, was also a fan favourite ever since featured as the official soundtrack (OST) for Malaysia’s highest rated drama to date “7 Hari Mencintaiku” with 12 million viewership.