2012 Annual Report - Media Prima Berhad

After the station’s official Facebook fan page was
hacked, Hot FM managed to gather 1,000,000 fans
on Facebook in April 2012. Hot FM is the first radio
station in Malaysia to gain 1 million likes on its
Facebook fan page and ended the year with 1,235,000
likes.
one FM
According to the latest Nielsen Survey, one FM has
acquired the No. 1 spot as the Malaysian Chinese radio
station with the longest Time Spent Listening (TSL)
among the 18-24 demographic. one FM also successfully
placed itself as the No. 2 Chinese radio station in the
country among listeners under 30 years old. The station’s
Morning Kaki and Happy Hour shows have become the
number two choice for breakfast and drive time shows
respectively for the under-35 demographic. one FM also
continued to strengthen its presence in the industry with
an increased listenership of PMEBs (Professional,
Managers, Executives, Businessmen) by 32%.
On 29 October 2012, one FM rocked an audience of
almost 15,000 at The One Concert at Low Yatt
Boulevard featuring local and international artistes
including pop sensations from Korea, B1A4 and
A Pink, Magic Power, Afu, William Wei and Soo
Wincci. Prior to the concert, one FM gave away VIP
tickets to the show during a road show which covered
Seremban, Penang and the Klang Valley.
Closing the year with a bang, one FM in collaboration
with 8TV produced a reality show in which Chineselanguage
composers pitched their talents to create a
masterpiece called The Ultimate Song, which will be
aired in April 2013.
OUTDOOR
Media Prima’s outdoor division falls under Big Tree
Outdoor Sdn Bhd (Big Tree). Big Tree continued an
impressive growth which saw its market share increase
from 43% to 44%, reinforcing the company’s
leadership position in the outdoor advertising sector.
Big Tree expanded its KLCC Convention Centre
concession area by securing the rights to manage
outdoor advertising at the KLCC Convention Centre
Extended Tunnel and the KLCC-Impiana Hotel – KL
Pavilion Elevated Walkway. With this, the company has
strengthened its position as the dominant outdoor
media owner within the KL Golden Triangle.
After the successful deployment of digital media at its
retail and airport advertising concession areas in
2011, Big Tree in 2012 introduced digital media at the
Rapid KL Kelana Jaya Line and Ampang Line LRT
stations, injecting vibrancy into the transit advertising
scene more vibrant.
For the fourth consecutive year, Big Tree was awarded
the Out-of-Home Media Company of the Year by
Advertising and Marketing magazine. It emerged as
the Marketer’s Favourite Media Company in Targeting
Specific Groups.
CONTENT
Media Prima’s position as the leading content provider
in the nation is driven by the talents and resources of
its content creation division, Primeworks Studios.
Primeworks Studios is one of the biggest and most
established production companies in Malaysia. While
most of its content serves Media Prima’s TV networks,
its innovative, engaging and high-quality content for
TV channels and other media platform catering to a
multitude of tastes and demands of discerning
viewers.
In 2012, Primeworks Studios produced approximately
6,000 hours of content including award-winning,
highly-rated and much-discussed programmes across
various genres, some of which were produced in
high-definition technology. Approximately 47% of this
output comprised prime-time factual programmes,
namely documentaries, magazines and talk shows;
49% consisted of entertainment such as drama,
variety shows, game shows, award shows and
musicals; while the remaining 4% comprised sports
programmes, as well as branded content
commissioned by corporate clients as an inventive
strategy to reach their target audience through soft
marketing.
While flagship programmes such as Anugerah Juara
Lagu ke-26, Mentor 6, Melodi and Majalah 3 continued
to boost ratings, Primeworks Studios also unveiled a
staple of new programmes such as the travelogue
Unsung Places; a documentary on unusual world
cultures, Dunia Tersembunyi; and a journey viewed
through hip-hop music in Hip-Hoppin’ Asia, all
produced in high definition technology.
23
annual
report
2012
From Our Perspective Who We Are Our Strategy & Achievements Our Performance Our Responsibility Our Leadership Corporate Governance The Financials Additional Information