KUALA LUMPUR: Media Prima Bhd has become the first Malaysian media company to enter into a strategic collaboration with China's premier media agency, China Intercontinental Communication Centre (CICC).
Chief executive officer of Media Prima Television Networks, Datuk Kamal Khalid, said it is a great honour to collaborate with CICC in bringing quality content from China to the Malaysian audience.
“As (Malaysia’s) largest media network, we are in the position to support CICC’s mission to reach millions of viewers through our free-to-air (FTA) television networks, tonton, social media and Media Prima’s diverse integrated media platform, including digital, print, radio and out-of-home advertising,” he said.
The Memorandum of Understanding (MoU), which was signed earlier today by Media Prima's subsidiary, Metropolitan TV Sdn Bhd – operator of the Chinese-oriented FTA channel 8TV – will run for one year, with an option to extend further.
Speaking to the press after the signing, CICC’s director of communications and media relations, Li Mian, said that it is hard to quantify the investment value of the collaboration, as it is both ongoing an organic.
“The MoU signed today will run for 12 months from today, with an option to further expand in the future,” she said.
“As for the value, it is hard to quantify. (It) goes beyond the price tag alone, as a huge part of the collaboration is dedicated to facilitating talent development in the media industry for both countries,” Li added.
CICC and 8TV are set to carry out various knowledge-sharing and skills-transfer programmes, including personnel exchange programmes, familiarisation tours and technical training, also under the MoU.