Cover image via Media Prima Berhad
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Malaysia's Chinese-language media landscape could soon look very different thanks to a major collaboration between two household brands
This week, Media Prima Berhad announced a strategic collaboration with 988FM, a leading Chinese-language radio station owned by Star Media Group.
Together, the brands will form a Chinese Media Consortium (name to be finalised) that will bring multiple TV, radio, digital, and social platforms under one ecosystem with the goal of creating a single gateway for brands and advertisers to reach Chinese audiences in Malaysia more efficiently.
The consortium brings together several well-known platforms across different media channels
These will include:
- 8TV, Malaysia's leading Chinese-language television channel
- 988FM, one of the country's largest Chinese radio stations
- Eight WuXian (Eight无限)
- REV Media Group's digital platforms Viralcham, Tantannews, and Rojaklah
- A specialised content presence on Xiaohongshu (XHS)
Together, the partners say the network can reach 88% of Malaysia's Chinese audience, which amounts to about five million people.
The consortium also claims to capture more than 70% of the Chinese television audience in Malaysia, alongside a significant share of Chinese-language digital news and lifestyle content consumption.
One of the key ideas behind the consortium is something called "Total Reach"
Instead of running campaigns on separate platforms, advertisers can connect with audiences throughout their daily media habits.
For example:
- Morning commute listening to 988FM or Eight WuXian
- Midday browsing on Viralcham or Rojaklah
- Evening entertainment on 8TV
The partners say this helps increase campaign frequency while avoiding fragmented audiences.
It also allows campaigns to run across multiple formats — from social media discussions on Xiaohongshu, to long-form editorial content on Tantannews, and eventually TV integrations on 8TV.
The network will also connect brands to high-spending Chinese consumers
According to Nielsen Consumer Media View data cited by the consortium:
- The network reaches 78% of Chinese PMEBs (professionals, managers, executives, and business owners), about 1.9 million people
- This group has an average household income of RM10,600
The combined platforms also connect brands to large consumer segments planning major purchases, including over 900,000 people intending to buy a car and around 2.2 million people planning for international travel.
These audiences are particularly valuable to advertisers in industries such as automotive, travel, finance, and lifestyle.
Ultimately, the consortium aims to simplify how brands advertise to Chinese audiences
By combining TV, radio, digital media, and social content into one ecosystem, the consortium aims to give advertisers a single entry point to the market.
The partners say this "one-stop" model could make campaigns easier to plan, easier to buy, and more efficient — while helping brands maximise every Ringgit spent.
If successful, it could become one of the largest coordinated media networks targeting Malaysian Chinese audiences to date.
