Media Prima Digital and MCIL Multimedia partners up

Media Prima Digital and MCIL Multimedia have embarked on a partnership to expand both parties' digital advertising and content offerings.

Media Prima Digital has Tonton, while MCIL Multimedia operates a total of 12 online portals, including,,, and

This collaboration is assumed to reach a total of 11 million unique visitors per month, up to 120 million monthly page views across the combined 28 portals.

"A large sum of the local ad spend goes to companies not based locally. We can now deliver a more comprehensive and effective marketing solution for our advertisers," said Keu Tien Siong, CEO of MCIL Multimedia.

Dato' Zainul Arrifin, CEO of Media Prima Digital, said by combining forces with MCIL Multimedia, both advertisers and users will benefit.

"Additionally, this will offer our Tonton users more content in Tonton News channel with video news content from Media Chinese International Group, beginning February 2014."