FEATURE of Media Prima’s larger strategy to incorporate both international and local channel offerings and bring the best of Hollywood to Malaysia with exclusive licensing deals with major Hollywood studios. As part of it, TV9 also sent two lucky winners to attend the worldwide premiere in Los Angeles on 2 April. Other than that, the channel has also unveiled a new on-air packaging and look and feel and introduced its new 8.30pm line-up with the best of drama, comedy, sports and entertainment which will cater to everyone across all age groups. A+M: WHAT IS THE USP OF TV9? HOW DOES IT DIFFERENTIATE ITSELF FROM COMPETITORS? TV9 aims to provide platforms for rising stars/trendsetters, for example, VERSUS, Idola Kecil, Ke Korea Ke Kita?, Mad Markets and Jetlag. It aims to do so by transforming reality show talents into household names such as Idola Kecil (Azzam, Harris, Afieq and Danial) which is now popular through their first ever drama series Destinasi G4. Other than that, Shorties, a half-hour slot on TV9, provides a platform to budding and unknown filmmakers to showcase their talent via short dramas. In its comedy offerings, in 2014 Homestay Berhantu garnered an average of 1.5 million viewers and peaked at two million, a record high for Skrin di 9. The success of TV9’s comedy offerings was further proven when Joyah dah Goyah won five awards at the recent Anugerah Lawak Warna. The launch of #KELAKARAMA this year further strengthened our comedy block with DIVA and Projek MEJA. In sport, we were able to address the gap in male-skewed content on TV9 with the AFF Suzuki Cup – being one of the most successful brands on the station. The series broke the record with 2.6 million viewers for the final and with average ratings of two million viewers throughout the tournament. Among other successful brands which have satisfied our consumers taste for sport include the Asian Games and the AFC Cup. A+M: HOW IS TV9 INNOVATING TO MEET THE REQUIREMENTS OF ADVERTISERS IN THE DIGITAL AGE? Advertisers are now looking at an integrated marketing approach to expand the exposure beyond traditional mediums. Towards that end, we are integrating social media activations to promote our programmes in order to reach out to the right target group. Lari: Misi Mr. X, which is a game show premiering in April 2015, is a good example where we will be working closely with the client (Revive isotonic drink) to find fans among the viewers via a social media campaign to be part of the game show. A+M: In your view, what will media owners need to do to make their businesses future-proof? How is TV9 doing that? Media owners will have to always deliver a great customer experience, be it on-air, on-ground or online, and which is current and in-line with what the viewers want and what is trending in the market. A+M: GOING FORWARD, WHAT ARE THE NEXT STEPS FOR TV9’S GROWTH IN THE MARKET? TV9 will be expanding its strategy to offer a wider range of comedy as well as sports content in 2015 since that content has shown potential growth and traction with the current audience and new viewers in the previous year.
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