Media Prima appoints Leo Burnett for digital TV project

Media Prima has appointed Leo Burnett Malaysia as its creative agency for myFreeview, its free digital TV broadcasting service in Malaysia. The agency will be responsible for strategic development and delivery of creative communications for its digital terrestrial television (DTT) project.The DTT project, which is an education and awareness campaign, is spearheaded by the Ministry of Communications and Multimedia Malaysia (KKMM) and it will be monitored by Malaysian Communications and Multimedia Commission (MCMC). It will also be managed by Media Prima Berhad under the Broadcasters Alliance.It aims to provide the nation with sharper and higher resolution images as well as access to more television channels and interactive services.“Leo Burnett Malaysia has a clear understanding of our role and excels in providing creative marketing communication solutions. These factors plus the agency’s resources and the ability to produce world-class creative and strategic output convinced us that they are the right partner for us,” Yohani Yusof, general manager, Media Prima, said.“We are honoured to have the opportunity to work alongside MCMC with Media Prima and become a part of a new age as our nation takes a step forward in technological advancement with digital TV broadcasting,” Tan Kien Eng, group chief executive officer of Leo Burnett Malaysia, added.