2012 Annual Report - Media Prima Berhad

Media Prima Berhad
Customers and
Suppliers Development
Our responsible marketing policy strictly adheres to the
Malaysian Communications and Multimedia Commission
(MCMC) Act. It also complies with the guidelines from the
Association of Accredited Advertising Agents Malaysia
(4As). Our editorial and print media content complies with
the regulations governed by the Malaysian Communications
and Multimedia Content Code and all other publication
guidelines under the Ministry of Home Affairs (KDN). Media
Prima’s content dissemination promotes equity of access to
content and products for audiences.
Reaching Out to all Stakeholders
Media Prima is committed to engaging with every
geographical area nationwide. Our branch offices and bureau
chief ensure that each publication covers nationwide news.
Our customers belong to various demographic groups
including differing ethnic groups, age groups, income levels
and backgrounds. We endeavour to report news which is
fair, non-partisan and covers demographic profiles as far as
is possible. Our management approach promotes informed
decision making by media consumers and audiences. It also
protects vulnerable audiences. The review process is
conducted by our editorial team and managed by the Group
Editor and Deputy Group Editor of each publication. The
team meets daily to oversee news decisions on the need
layout and page positioning for the most effective readership.
SOURCING AND MANAGING OF PROGRAMMES
Media Prima is committed to providing the best experience
to our viewers. We deliver the most sought-after
programmes by examining market trends and researching
what people want. We conduct fair and transparent
business and prioritise editorial independence, content
quality, plurality and diversity.
It is the responsibility of our Acquisition and Content
Management (ACM) Team and the Brand Management
Group (BMG) to respond to the market and secure indemand
programmes. A Financial Evaluation Report, which
contains detailed analysis of a programme including a
Return on Investment projection, is tabled at our monthly
programme committee meeting for approval or rejection.
The Media Prima’s Programme Committee also decides on
the platform to air the programme. The BMG team presents
a master schedule to ensure our programme offering has
a balanced combination of programmes suitable for all
demographic groups. This master schedule contains the
programmes that are planned for a specified period.
SOURCING AND MANAGING OF ARTISTES
Artistes’ are managed by Media Prima’s subsidiary, the
Talent Unit Sdn Bhd, also known as the 8unit. In searching
for new talents, the 8 unit prioritises local artistes, especially
those who have been groomed through our in-house
programme. In-house reality TV shows are an effective
platform to identify outstanding talents among artistes.
Several TV reality shows provide an effective platform for
discovering outstanding talents in the market. These
previously included Malaysian Idol, Project Superstar and
One In A Million. Currently, we are focusing on the ongoing
show, Mentor.
Our team also conducts an active talent scouting
programme to search for potential outstanding artistes
through various on-the-ground activities and by participating
in activities conducted by each of Media Prima’s TV
programmes. Sought-after traits consist of credibility,
personality, industry knowledge and other role specific
criteria including vocal skills, attractive appearance
and age.
Once hired, the 8unit helps these artistes realise their
dreams and create memorable lifetime moments. Our
management team provides continuous career development
and coaching. We provide regular training sessions
depending on their credibility and attributes required to
perform their roles. We also create opportunities for our
artistes to collaborate with Malaysia’s favourite artistes.
ENSURING QUALITY AND SATISFACTION
Audience satisfaction is essential for the success of our
multi-platform media business. We employ the best tools
to assess the quality of our programmes and set the
market standards. Getting to know what matters most to
our audience – how they spend their time consuming
media content, what time of day and lifestyle choices –
remain the focus of how audience research is conducted at
Media Prima. Media Prima’s Research Department uses the
Nielsen Audience Measurement data to monitor programme
performance to generate reports which are useful indicators
for internal assessments and benchmarking our programmes
against competitors.
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annual
report
2012