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Media Prima Goes Banananas!

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Media Prima yesterday launched its new kids brand Bananana!, designed to be a multi-platform umbrella brand for all kids' content across the four Media Prima TV stations and Tonton, its online video portal.As at the end of February 2012, Media Prima was the dominant kids' content provider in the country with 46.6%.Under the Bananana! brand, all kids programme time belts with local and international kids shows have been rebranded to the Bananana! segment, with packages released to advertisers cutting across the different station time belts."Putting all this amazing content under our new brand Bananana! allows easy recognition and synergy for our viewers and our other stakeholders, especially our advertisers. The creation of this exciting new ‘super'-brand will enable seamless multi-platform interactivity with our consumers," said Ahmad Izham Omar (pictured), chief operating officer of Media Prima Television Networks.The new brand is being revealed via current on-ground activities nationwide, with the Bananana! My Kids Awards to be held in July.Apart from being a multi-platform brand for kids content, Bananana! also aims to be a major player in local animation, with the announcement of the Bananana! Studios, run by Media Prima under Prime Works Studios."We want to be an aggregator for local and international content. The real long-term value for Bananana! is we want it to be a home for the future when we invest into local animation," said Izham, adding that he hopes it will be a regular source of local content in the future.In encouraging local animation, Bananana! Studios have partnered with MDeC, Cradle and Rhythm & Hues to scout for local animators and eventually house various new short animation content on the Tonton platform through ‘The Next Big Thing Project' campaign.These animation works will enable viewers to enjoy top-quality animation from local animators and the most viewed works will be made into full-fledged TV series with investment and mentorship coming from the partners.Izham says this could open opportunities for advertisers as well, with brands' presence going on multiple platforms. There will also be opportunities for product placement within The Next Big Thing campaign project.While it begins scouting for talent, Bananana! Studios will reveal the animation shorts at the end of the year.

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