PETALING JAYA: Media Prima Television Networks (MPTN), Malaysia’s largest integrated media platform, launched its first content collaboration with Samsung Malaysia Electronics (Samsung) through a unique Aidilfitri-centric mini-drama series, Amira Rose.
The show, which premiered on third day of Raya, also served as part of Samsung’s aim to deepen its engagement with Malaysian fans and provide a localised brand experience for the innovative Samsung Galaxy S9 and S9+ smartphone range.
"The collaboration with Samsung is established on the foundation of trust towards MPTN’s track record and capabilities to reach the mass Malay audience through our largest integrated media platforms,” said MPTN Group General Manager of Client Service Group Nini Yusof in a statement.
“We believe the mini-series, Amira Rose, has all the ingredients to connect Samsung and Malaysians as we celebrate Hari Raya with a unique experience.”
The mini-series deliberately breaks away from the conventional format to bring viewers a different appeal towards Malay drama series as it employed elements of Korean drama in many aspects, namely from the characters, plot and aesthetic, while successfully preserving the charm of a traditional Malay kampung.
"The collaboration extends our ongoing commitment to inspire people to reimagine the way they communicate, share and experience the world. We’re pleased with the storytelling, casting and finishing of this drama with a touch of humour portrayed in Amira Rose,” said Samsung chief marketing officer Elaine Soh.
She said it allows audiences to discover various facets of the connected lifestyle in Malaysia, not only in the way Samsung communicate but also how it relate to love, friendship and family gatherings during Raya which is shown in this entertaining mini-series.
The collaboration will extends beyond the mini-series as both parties are driving several other contents surrounding Samsung Galaxy S9 and the series.
These contents will be populated across television, digital and social media channels, tapping on the MPTN’s network of over 28 million Malaysians daily.
Amira Rose premieres with a 30-minute Raya episode on Sunday, 17 June 2018 at 11.15am on TV3.
Six subsequent episodes of 10-minute mini-series will be aired on TV3 every Monday and Tuesday at 9.50pm from 25 June – 10 July 2018.
Viewers can also catch the Raya episode on NTV7 (Sunday, 17 June 2018, 3.00pm) and TV9 (Friday, 22 June 2018, 9.00pm).