Dato’ Khairul Anwar Salleh has been one of the most prominent figures in Media Prima Berhad, Malaysia’s largest entertainment company. Named CEO of Media Prima Television Networks and Primeworks Studios, Datu’ Khairul oversees several of Media Prima’s platforms namely TV3, TV9, 8TV, ntv7, WowShop, tonton CINEMA, and Alternate Records and Talents. 

Since his instalment as CEO in 2019, Dato’ Khairul told Television Asia Plus that to grow the business, his focus was to align himself with Media Prima’s mission—to enrich lives by informing, entertaining, and engaging across all media. He shared, “It’s important that while the big picture vision should not often change, the details of the story must evolve to the constantly changing landscape.”  

Looking into various platforms for wider reach

Media Prima is positioning itself as a powerhouse of content creators creating entertainment and content that Malaysians love to watch across multiple and digital platforms. To make this possible, Media Prima has leveraged content from TV to digital platforms, as well as collaborations with OTT players like Disney+ Hotstar, Tencent, WeTV, iQiyi, and Viu. 

Media Prima has also been working to synergize content that would travel to digital platforms. Dato’ Khairul cited The Debate show featuring Datuk Seri; Minister of Transport, Wee Ka Siong; and DAP Secretary-General Lim Guan Eng, which was streamed live on social media platforms as well as a broadcast on 8TV. Apart from this, Media Prima has also collaborated with e-commerce platform Lazada for branded content. 

For 2022, the broadcaster has several exciting projects lined up for unscripted formats. 

First, there’s Malaysia’s first reality show scouting for the next action star in Fit For Action. The show puts to the test 12 contestants comprising of six males and six females who have to go through 32 physical challenges and 12 on-screen challenges. Ultimately, the two winners will star in a new blockbuster action film.

In Master of the House: Malaysia Edition, Media Prima’s Primeworks Studios worked on a co-production deal with SBS Korea to feature five celebrities who spend two days and one night together with reputable figures from various fields and professions called “Masters,” in hopes of gaining knowledge and wisdom. The programme will be aired on TV3 Malaysia. 

A renewed interest in linear television

With so many projects in the pipeline for 2022, there’s no doubt that TV has proved to be resilient amid the changing times as other forms of consuming content have gained popularity over the years. 

Dato’ Khairul said, “Despite the emergence of new SVOD/OTT services and online video platforms, there is a renewed interest in linear television as audiences have increased due to the need for information. Commercial broadcasters are still the most trusted form of advertising because it works and has been the foundation of driving the transformation and reinvigoration of brands.”

TV has also been able to keep up with the changes. According to the CEO, OTT players in Malaysia have presented great international and local partnerships. For Media Prima, they’ve embarked on partnerships with international streaming platforms, where they were able to work synergistically to reach out to potential new audiences and stay true to their commitment to fresh storytelling and high-quality productions. “This has been a great way to further promote and shed light into the local creative industry while driving up viewership, creating value and facilitating creative exchange,” Dato’ Khairul said.

A shift in the content space

Media Prima was one of the pioneers of digital TV in Malaysia when they launched tonton 11 years ago. “Our focus has always been to allow our audiences the opportunity to catch their favourite drama and local content online, anytime they want,” shared Dato’ Khairul. In April 2021, tonton CINEMA was introduced, which is an extension of tonton’s current offerings which provide long-form content. 

“Our forte at Media Prima has always been creating local content that Malaysians love,” the CEO added. “We recognize that the digital audiences’ preference for content varies from the traditional TV consumption habits. A tonton CINEMA original Dendam Penunggu represents the first product of our exploration into this space.” 

Dato’ Khairul said, “tonton CINEMA represents a shift in how we look at content. Where and when the audience consumes content are important, but what people want to consume is imperative.”

A version of this story appears in the December 2021 issue of Television Asia Plus.