Media Prima and Grab tie-up for in-car entertainment

Media Prima Digital and Grab Malaysia will be partnering up for the launch of the in-car media platform. The partnership will see the installation of the very first Grab in-car media platform in Malaysia, with various short-form content provided by Media Prima surrounding four dedicated segments - entertainment, lifestyle, sports and news. This is in a bid to enhance passengers' experience.

Grab will engage with its driver-partners and work with them to ensure the maintenance of both the hardware and software of the tablets, so customers will have a smooth, informational and entertaining journey. The ride-hailing company will also share insights such as major hot spots to better understand the travelling patterns of its passengers. Through this collaboration, the company will enable on-ground engagement between passengers and partner brands.

Currently, 250 Grab cars around Klang Valley have been equipped with the in-car media platform. Both parties aim to have more than 1,000 cars with this feature by the end of 2018, and will work in unison to offer more interesting content and features in the future.

Rafiq Razali, CEO of Media Prima Digital, described this as an "exciting collaboration" between the two companies. "We’re happy to be able to provide some of our powerful content to Grab users out there. The way people consume information now can be from various interactive medium and Grab in-car media platform is another way for us to reach to wider audience and strengthen our position to become first digitally-led company in Malaysia," he said.

Sean Goh, country head of Grab Malaysia said that mutually beneficial partnerships like this is one that Grab constantly seeks out to nurture. “The Grab experience isn’t just about our users securing a ride, but it is also about ensuring they have a complete enjoyable in-car experience as well. In addition to that, this also provides additional ancillary income for our driver partners who are a fundamental part of the Grab experience," he said.

In April, Grab struck a similar deal with Singaporean broadcaster Mediacorp. This saw the latter managing Grab’s fleet-based media assets. This is with the aim to create new revenue opportunities for private-hire car drivers, who can choose to dress their cars with Grab’s in-car tablet or other fleet-based media assets, such as car wraps and in-car hangers, for additional income.

The partnership is an extension of Grab’s advertising programme to enable more drivers to earn passive income, on top of the fares collected through Grab rides. The programme which started in March 2017 has already generated more than SG$300,000 collectively for participating Grab drivers, the statement read.