Media Prima revamps radio broadcast segment to Ripple

Media Prima has revamped its radio broadcast segment to an audience-focused company named Ripple, which synergises digital media, broadcast, and commerce audiences. Ripple aims to unlock more opportunities to engage with audiences creatively by leveraging on data to personalise engagement and to be a part of their daily digital lives.According to a press statement from Media Prima, through a mass approach and a customised personable connection, Ripple also looks to connect with audiences through music, entertainment and lifestyle. It looks to "exploit" the gaps within existing broadcast audience by launching seven new digital assets such as Dhia, Donna, Lunaria, The Laki, Likely, Chapters, and Wakeke.The launch of Ripple comes in line with Media Prima’s business transformation plan to grow digital and consumer revenue. Seelan Paul, chief executive officer of Ripple, said that one of the company's strengths in broadcast is its ability to connect with listeners and its communities through its platforms. According to Paul, the company has "successfully" engaged with its audiences on-air, online and on-ground."However, with the current changing trends, we know there are gaps and we see the opportunities to exploit it further to enhance engagement, which is how the whole idea of customisation of audiences came about. Leveraging on that, our synergy between our radio audience, digital brands and e-commerce will be even bigger," he added.The move will also "amplify" Ripple's own e-commerce proposition for SuperDeals by offering the right deals for the right digital community, Paul said. By consolidating all its traditional and digital assets under Ripple, the company will have more the flexibility in connecting with audiences on a more personal level as well as explore new revenue opportunities. The company also aims to expand its audience reach and groups through its new digital brands, enabling customised solutions for advertisers to reach a variety of target audiences to design an effective campaign.“The transformation of our radio segment captures what we are trying to do across the group to become Malaysia’s leading digital-first content and commerce company. Ripple leverages on the strength of its brands and massive reach to create new revenue opportunities and target new consumer groups," Datuk Kamal Khalid (pictured), group managing director of Media Prima, said.The new direction will also provide a more holistic solution for advertisers who want to connect with specific audiences across different platforms. Moving forward, we will continue to unlock the value of our existing assets through digital innovation and commerce-oriented strategies across the group," he added.Media Prima recently reported that its digital revenue increased to RM44.8 million for the first six months ending 30 June 2018 against RM14.9 million in the comparative period, driven by higher digital advertising revenue across all platforms. The agency, claimed to be ranking third in the country in terms of digital reach, aims to increase digital revenue contribution to 8% by year-end, compared to the group’s 3% target for 2017.