Malaysia's leading media conglomerate Media Prima announced today, 7 August, that it is partnering with popular video-sharing platform YouTube through the Player for Publishers service
The partnership will allow Media Prima to accelerate audience growth initiatives and greater monetisation opportunities.
Media Prima said in a press release that the collaboration – in-line with the group's transformation to become Malaysia’s leading digital-first content and commerce company – will see all Media Prima video content available on YouTube.
Through this collaboration, Media Prima will be able to reduce costs by embedding YouTube’s video player across its platforms while giving audiences a better video viewing experience across multiple devices
"Given the huge popularity of our local content and YouTube’s popularity among Malaysian viewers, we see this as a sustainable solution to unlock the full potential of our content to generate greater revenue," Datuk Kamal Khalid, Group Managing Director of Media Prima Berhad said today at a press conference in Google Malaysia's office.
Started in 2015, YouTube's Player for Publishers was first launched in Europe and is now being used by more than 100 publishers in 25 countries
Google says the initiative was set up with a goal of "reducing complexity and increasing reach and revenue potential, so newsrooms can focus on what matters most — creating stories that educate and excite, engage and inspire."
Sajith Sivanandan, Managing Director of Google Malaysia, Vietnam, Philippines and New Emerging Markets, said: "More Malaysian content on YouTube means more inventory for advertisers to reach their audience and we’re thankful to Media Prima for helping supercharge the Malaysian YouTube scene."
This collaboration follows Media Prima’s acquisition of a 52% stake in Vocket Media Sdn Bhd which owns VOCKET, a popular Malay-language social news portal targeted at urban Malay youths
The Group also recently announced a partnership with Grab to roll out the In-Car Media Platform, which includes various short-form content for in-transit viewing.