Media Prima Revamps Radio Segment with Ripple
Media Prima Berhad recently announced today the transformation of its radio broadcast segment to an audience-focused company, Ripple, which synergises digital media, broadcast, and commerce audiences. Ripple aims to unlock more opportunities to engage with audiences creatively by leveraging on data to personalise engagement and to be a part of their daily digital lives.
Ripple will connect with audiences through music, entertainment and lifestyle, through a mass approach and a customised personable connection. With the current changing trends, it targets to exploit the gaps within existing broadcast audience by launching seven new digital assets – Dhia, Donna, Lunaria, The Laki, Likely, Chapters, and Wakeke.
Seelan Paul, Chief Executive Officer of Ripple, said, “One of our greatest strengths in broadcast is our ability to connect with listeners and our communities through our platforms. Over the years, we have successfully engaged with our audiences on-air, online and on-ground. However, with the current changing trends, we know there are gaps and we see the opportunities to exploit it further to enhance engagement, which is how the whole idea of customisation of audiences came about. Leveraging on that, our synergy between our radio audience, digital brands and e-commerce will be even bigger. Ultimately, this will also amplify our own e-commerce proposition for SuperDeals by offering the right deals for the right digital community.”
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