CONTENT TIE-UPS: Going overseas part of broadcaster’s plan to diversify revenue streams
FREE-TO-AIR (FTA) broadcaster Sistem Televisyen Malaysia Bhd (TV3) has set its sights on more cross-border content collaborations, thus revolutionising the way localised FTA content is presented in the country.
The television station, which recently celebrated its 30th anniversary, still reigns supreme, holding 24.6 per cent of the local TV market share.
TV3 is a subsidiary of integrated media group Media Prima Bhd, which also owns TV stations ntv7, 8TV and TV9.
Media Prima holds 45 per cent share of the local TV market and, according to Media Prima chief executive officer for TV networks Ahmad Izham Omar, the figure is set to grow.
Part of Media Prima’s plan to diversify its revenue streams is focusing on overseas ventures.
“As of the first quarter, 82 per cent of our revenue was generated through advertising. We are looking at diversifying our revenue streams, and getting our content internationally picked up can contribute to this goal,” he told Business Times in an interview.
TV3 expects to increase its international clientele by 20 per cent by year-end.
“This is only the beginning. We intend to have more cross-border content creation as it not only provides a revenue stream but also allows for better quality because of additional funds and knowledge sharing,” said Ahmad Izham.
“After 30 years of being Malaysia’s leading FTA TV, you would think that we have run out of ideas and innovation, but it’s the opposite. We are still coming up with good, creative content and we are still number one.”
He said Media Prima has always been ahead of the curve, especially when it comes to product innovation.
“We created the digital platform Tonton before digital became big and even before the iPad was launched.
“We foresaw that digital was going to be the way forward and instead of tagging along, we created our own platform.”
Media Prima’s bet paid off as Tonton is Malaysia’s leading video portal with 3.8 million subscribers as of last year.
The platform is projected to grow beyond four million subscribers by year-end, given that it is recording an average 70,000 new subscribers a month.
Thus, it is no surprise that Media Prima’s jewel in the crown, TV3, has set its sights on overseas expansion, with Japan, South Korea and the Middle East yielding the most opportunities.
“We have worked with three Japanese TV networks on documentaries and dramas, and we are talking to more networks this year,” said Ahmad Izham.
“The content we worked on with Hokkaido Television Broadcasting Co Ltd can be viewed through Majalah 3, while our documentary with Fuji TV, called ‘Bread, Sweat and Tears’, can be viewed at the end of the year.”
The third Japanese collaboration with Nippon TV will hit Malaysian screens next year.
Meanwhile, TV3’s iconic Islamic documentary, Jejak Rasul, has already been picked up in the Middle East.
Going forward, TV3 is also setting its sights on Australia.
“Venturing into Australia will be expensive but we believe it will be beneficial in the long run. We will concentrate on Asia first, such as Japan and South Korea, but we are definitely targeting Australia in the next three years.”
TV3 made its debut on June 1 1984, where viewers got to watch foreign programmes such as Solid Gold, Magnum PI and Dynasty.
Since then, TV3 has become a national brand with signature shows such as Majalah 3, Malaysia Hari Ini, Jejak Rasul and Wanita Hari Ini.
“We have remained No. 1 for the last 30 years and we intend to keep that position for the next 30 years. There will be more fresh offerings from us that will continue to excite viewers,” added Ahmad Izham.