Media Prima to maintain double-digit growth in digital segment

Group managing director Datuk Kamal Khalid (file pic)said:

KUALA LUMPUR: Media Prima Bhd hopes to maintain its double-digit growth in digital revenue this year following the group's collaboration with US-based video sharing platform, YouTube.

Group Managing Director Datuk Kamal Khalid said revenue from the group's digital segment increased by 98 per cent in the first quarter of 2018 due to higher digital earnings.

"There is a huge demand for digital content from our audiences and advertisers.

"Given the huge popularity of our local content and YouTube's popularity among Malaysian viewers, we see this as a sustainable solution to unlock the full potential of our content to generate higher revenue," he told reporters after unveiling the partnership here, on Tuesday.

He said the collaboration, in line with Media Prima's transformation to become Malaysia's leading digital-first content and commerce company, would see all the group's video content available on YouTube.

"It will also enable the group to reduce cost by embedding YouTube's video player across its platform, while giving audiences a better video viewing experience of its popular content across all our media platforms on multiple devices.

"Additionally, the move will allow the Group to generate sustainable revenue through programmatic advertising, one of the fastest growing digital revenue segments," he added.

YouTube's Player for Publishers was first launched in Europe in 2015 and is currently being used by more than 100 publishers in 25 countries. - Bernama