Media Prima ties up with iflix for dedicated tonton branded channel

Media Prima has entered into a digital partnership with iflix for free catch-up TV, shortly after iflix inked a similar partnership with JTBC Content Hub, the content distribution arm of South Korean media company JTBC.

As part of the partnership, Media Prima will make over 1,000 hours of content from its library available via a dedicated tonton branded channel on iflix's platform to boost Malaysia's local content offering. The collaboration will offer easy access for consumers and open greater content monetisation opportunities for Media Prima through iflix’s ad-supported tier, iflixFREE. Meanwhile, it will also expand Media Prima's digital reach across Malaysia and increase its online video views.

The partnership is an expansion of the previous collaborations between iflix and Media Prima which include the catch-up run of drama series Nur 2 through Media Prima's Primework Studios. It also includes plans for the commissioning of new content and drama co-productions with iflix.

CEO of Media Prima Television Networks, Johan Ishak, said since 2018, Media Prima Television Networks has embarked aggressively in the "democratisation" of its popular content, going beyond its traditional ecosystem to cater for the increasing demand for digital content among consumers.

"The inclusion of tonton in iflix is a testament to the group’s intent while providing their users with the best local content available. We look forward not only to share our content with iflix but also to develop and curate award winning content for the platform," he added.

Meanwhile, Mark Britt, iflix's co-founder and group CEO, said the alliance is a "significant milestone" and another considerable boost to iflix’s local content offering.

"Over the past three months, we have accelerated the pivot away from Western towards local and regional programming, to deliver the most relevant and compelling content to users in our territories for free," Britt said.

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