Media Prima enters Philippines TV

Malaysia - Media Prima, via its subsidiary MPB Primedia, is expected to enter into a long-term block airtime and consultancy agreement with the ABC5, a TV network in the Philippines.

Primedia will provide content and manage the sale of airtime of ABC5. At the same time, ABC5 will undertake its repositioning and launch exercise as well as transmission quality upgrade, which Primedia will assist under the agreement.

According to Media Prima, ABC5 represents a high growth potential with TV penetration in the Philippines currently at 72.7% and total ad expenditure reported at US$2.8 billion (RM8.94 billion) in 2006 - with TV having more than 75% share.

"We are excited about the growth opportunities in ABC5 and Philippines and intend to adopt similar strategies that led to the turnaround success of all our television networks in Malaysia. Primedia will be managed by a team of local professional managers, consistent with the company's philosophy to have local management in its country of investment," Abdul Rahman Ahmad, group MD/CEO of Media Prima, said.

According to Media Prima, Primedia will be announcing soon its new CEO, a local Filipino with extensive experience working in a multinational company within the creative industry.