Media Prima and Dailymotion partner up to drive video content offering

Media Prima and video platform Dailymotion have struck a partnership which will see Media Prima video content being made available on the platform. According to a statement, the collaboration is in line with Media Prima’s strategy to expand its digital reach and democratise its video content to a larger audience beyond Malaysia.

The move also looks to enable Media Prima to generate revenue through programmatic advertising. The first phase will see Media Prima live stream its shows such as the upcoming awards show Anugerah Skrin 2018. Later, it would upload all high quality videos from Media Prima Television Networks, Ripple, The New Straits Times Press (Malaysia) Berhad, and Media Prima Digital, on Dailymotion.

Currently, users from Asia Pacific countries make up more than 50% of Dailymotion’s audience. The platform is also accessible via web, mobile devices (iOS, Android) and over-the-top devices including Apple TV, Android TV, Amazon Fire TV and Xbox One.

Datuk Kamal Khalid, group managing director of Media Prima said the organisation is constantly looking for platforms and partners to distribute its content to a wider audience. Media Prima also looks to strengthen its position as one of the largest local digital media company in Malaysia, and through the partnership it hopes to expand its digital reach and generate more revenue.

“In our willingness to be as close and supportive to the media in their journey towards digitalization, the partnership with Media Prima is confirmation of Dailymotion’s primary role in the video streaming space,” Antoine Nazaret, vice president of content in Asia Pacific for Dailymotion, added.

The move adds Media Prima to Dailymotion’s other media partners such as BBC News, VICE Media, Bloomberg Media, and CBS Sports. In addition, Media Prima has also entered into collaboration with other platforms to reach more online viewers and access greater monetisation opportunities for its video content.

The group’s digital revenue increased to RM44.8 million for the first six months ended 30 June 2018 against RM14.9 million in the comparative period. This was driven by higher digital advertising revenue across all platforms. Media Prima aims to increase digital revenue contribution to 8% by year-end, compared to the Group’s 3% target for 2017.