Malaysian media platform Media Prima Television Networks (Media Prima) has recently concluded its ‘Syukur Selalu’ brand campaign.
According to the network, it currently commands over 80% of the Malay TV viewers alongside a widespread digital, social media and on-ground engagement. The campaign hashtag, #SyukurSelalu achieved a total of 10 million Twitter reach during Ramadan and Hari Raya.
TV3 and TV9 maintained their reputation as the number one and number two TV channels respectively, reaching over ten million Malay viewers during the Hari Raya season. Both channels dominated over 40.5% of the Ramadan audience viewing share on Free-to-Air and Pay TV platforms.
Drama series remained popular among the Malay viewers. TV3 owned the most watched drama slots, including Akasia (4 million viewers), Zehra (3.1 million viewers) and Samarinda (3 million viewers).
This year’s landmark title, Hidayahmu Ramadan featuring Aeril Zafrel and Zara Zya, earned the number one prime time Ramadan drama spot with 43% audience share or three million viewers. Leading the noon time Ramadan slot was Chef Ramadan that consistently reached over 1.2 million viewers.
“The achievement validates our Malay segment leadership and our ability to deliver high-quality content. Our Ramadan and Hari Raya programmes connect with TV viewers and extend them onto broader mediums,” Ahmad Izham Omar, chief executive officer Television Networks, Media Prima Berhad said.
Meanwhile, the campaign hashtag, #SyukurSelalu achieved a total of 10 million Twitter reach during Ramadan and Hari Raya.
The music video for the celebration anthem ‘Syukur Selalu’, featuring Dayang Nurfaizah and Black Hanifah, garnered over half a million views on YouTube. Together with its brand partners, Media Prima also engaged over 150,000 fans through on-ground events. These include ‘Bazar Syukur Selalu’ held in Pahang and Johor, as well as ‘Bazar Attack’ in Klang Valley where a team of Vespa riders hit the town to brighten the celebrations.
Riding on the results, Media Prima also extended significant reach and engagement for its campaign partners. Under the ‘Syukur Selalu’ banner, Media Prima TV Networks collaborated with five Malaysians’ favourite brands namely Nescafe, Coca-Cola, Watsons, Senheng and Top to develop content and connect with the Malay audience in the most creative ways.
Based on TV3’s popular drama, Rindu Awak 200%, a content series created for Nescafe drew over 5.2 million viewers on air and online. Similarly, the Coca-Cola commercial featuring popular stars Elfira Loy and Fizo Omar captured the attention of over half a million viewers in a matter of days.
Watsons Malaysia extended its brand exposure to over 2.6 million viewers by jointly presenting ‘Raya Ni Dah Kahwin’, a sequel to last year’s popular drama series ‘Raya Ni Mesti Kahwin’. The collaboration with Senheng, which resulted in a romantic webisode titled ‘Cinta Karan’ emerged as one of the top five highest views on Malaysia’s number one video portal Tonton.
Izham added, “Our brand partners have successfully broadened their awareness while engaging audiences in the most cost-effective manner. At Media Prima, not only did they get to deliver content that is compelling to the Malay audience, but it also allowed them to tell their brand stories across platforms nationwide.”