Commercial radio reaches 12.4 million weekly listeners in Australia
Nazri Bin Noran is the CEO of Media Prima Audio, the audio arm of Media Prima Berhad, Malaysia’s largest media and entertainment conglomerate, with business interests in television, print, audio, out-of-home advertising, content creation and digital media. Media Prima Audio is represented through five broadcast brands — Hot FM, Kool 101, Molek FM, Fly FM and Eight FM.
RedTech: Tell us about yourself, your background, and your journey in radio broadcasting.
Nazri Bin Noran: I’ve been passionate about music and radio for as long as I can remember. My journey began in 2001 at Astro Radio, where I immersed myself in the world of broadcasting. Over the years, I’ve witnessed the industry evolve from DAT tapes, CDs and RCS DOS to RCS Windows, thumb drives, social media, streaming and, now, the cloud. Each era brought new challenges and opportunities to learn.
In 2021, I became CEO of what was then Ripple. Since then, we’ve rebranded as Media Prima Audio to reflect the new ways people consume content, transforming from a traditional radio company to an audio powerhouse. We rebranded all four stations, launched Molek FM for the unique East Coast Malaysian community and adopted hyperlocal content strategies to resonate more deeply with our listeners.
We’ve also made bold moves that turned heads nationwide, such as hiring Khairy Jamaluddin (KJ), a hugely popular former Malaysian minister and politician expelled from his party. His role as a breakfast radio announcer created massive headlines and showed how radio could remain relevant and break new ground. We introduced Malaysia’s first AI DJ, expanded into podcasting with a focus on quality over quantity, and even ventured into streetwear collaborations to connect with the fashion-savvy generation.
Radio is, at its heart, a storytelling business. Authenticity is key, and we ensure that our talents are at the forefront, connecting with audiences on a human level. Our efforts have earned us multiple awards in Malaysia and Asia, as well as records in the Malaysia Book of Records. I’m proud of how far we’ve come and excited about what’s ahead.
RedTech: What distinctive regulatory, operational or technical challenges are unique to Media Prima Audio’s broadcasting landscape?
Bin Noran: Adapting to Malaysia’s regulatory environment is an ongoing process, especially as we balance creativity with compliance. Operationally, transforming into an audio company required rethinking everything, from content creation to distribution. Our hyperlocal approach ensures we connect with listeners across diverse regions and demographics.
We’ve also adapted well to digital media, integrating our presence across platforms like Facebook, Instagram, YouTube, TikTok and X. Being visible on these platforms is not optional — it’s essential. If we’re not seen there, we don’t exist. Technically, adopting cloud-based broadcasting and incorporating AI technology have ensured we stay agile and innovative.
We introduced Malaysia’s first AI DJ, expanded into podcasting with a focus on quality over quantity, and even ventured into streetwear collaborations to connect with the fashion-savvy generation.
Nazri Bin Noran, CEO of Media Prima Audio
RedTech: How has Media Prima Audio adapted its content and sales strategies to compete effectively with the growing number of online audio platforms?
Bin Noran: We’ve embraced the shift in how audiences consume content, evolving from radio to audio. Audio+, our streaming and podcast app, allows us to reach listeners wherever they are. In podcasting, we focus on quality over quantity, ensuring that every show we produce reflects our values and our talents’ strengths.
We’ve also taken the opportunity to distribute our audio presence across all available audio platforms, significantly expanding our reach. For example, we developed Audio+ to pioneer smart speaker integration, making our radio stations the first in Malaysia to have a presence on Alexa. Additionally, our audio offerings extend to other innovative platforms, such as the infotainment head unit app on cars, set-top boxes and smart TVs, ensuring we are where our audiences are whenever they choose to listen.
On the content side, we’ve leaned into storytelling, authenticity and bold moves like hiring KJ, which captured the nation’s attention and set a new standard for radio personalities. Our streetwear collaborations has helped us connect with younger audiences.
Our sales strategy prioritizes value-driven, data-backed solutions that resonate with advertisers. By leveraging our digital reach and content authenticity, we’ve positioned ourselves as a vital partner for brands seeking to connect with engaged audiences.
RedTech: How is Media Prima Audio leveraging first-party data, and what strategic innovations do you foresee developing in the next three to five years?
Bin Noran: We make sure that first-party data drives our strategy by enabling us to deliver personalized content and precision-targeted campaigns through robust data architecture and advanced analytics. We’re leveraging AI for dynamic content creation, predictive models to anticipate audience behavior and exploring immersive technologies like AR, VR or XR to redefine audio experiences. Our focus extends to partnerships with IoT platforms — smart speakers, in-car systems and smart TVs — to expand accessibility and engagement. At the same time, we prioritize data privacy and security, building trust with our audience. Over the next three to five years, these innovations will position Media Prima Audio as a leader in creating personalized, scalable and immersive audio solutions.
RedTech: How are you helping younger listeners develop a radio habit?
Bin Noran: To attract younger listeners, we’ve transformed into an audio company that resonates with their lifestyles. This includes using platforms like TikTok, Instagram and YouTube to share relatable content and extend our reach.
We’ve also leaned into collaborations, such as our streetwear partnerships, to connect with the fashion-conscious, socially aware generation. Authenticity in storytelling and creating content that reflects their values are central to our strategy.
RedTech: What emerging technologies is your organization implementing to drive growth and optimize operational costs?
Bin Noran: To drive growth and optimize operational costs, we are aggressively moving into AI to streamline operations and minimize costs, time and errors. AI now plays a significant role in automating scriptwriting, producing voiceovers and enhancing our content curation. Malaysia’s first AI DJ is a testament to our innovative approach.
To keep costs down with 5G broadcast technology, we will focus on sharing infrastructure, using edge computing to cut data costs and smart bandwidth allocation to avoid waste. By adopting content compression and energy-efficient tools and starting with targeted rollouts, we will ensure every investment counts. Cloud-based systems and partnerships help us stay lean while delivering top-notch quality.
RedTech: How has Media Prima Audio’s talent recruitment approach evolved, particularly regarding sourcing channels and key skill sets, compared to a decade ago?
Bin Noran: Recruiting today requires finding multitalented individuals who excel on air, create engaging digital content and connect authentically with audiences. Platforms like LinkedIn, Instagram and TikTok are now vital for discovering fresh talent.
We also prioritize diversity and empathy, recognizing the importance of connecting with a socially conscious generation. Bringing KJ into the fold is a prime example of how we think outside the box to ensure our talent resonates with modern audiences.
RedTech: What is the one big challenge that keeps you up at night?
Bin Noran: The challenge — and opportunity — is staying relevant in a generation of fragmented attention. Compliance must be aligned and not crossed. Anything can happen daily, 24/7, and I need to always be on high alert like my team. As a leader, I focus on ensuring that we innovate without losing the essence of what makes us special: authentic storytelling and human connection.
RedTech: How is the job of a radio CEO different today than when you started in the business, and what advice would you give to a newly promoted CEO?
Bin Noran: When I started, the focus was purely on what was on air. Today it’s about creating a seamless audio experience across multiple platforms while navigating the demands of a socially conscious audience. Empathy and adaptability are crucial qualities for any leader in this space.
My advice to a new CEO is to lead with passion, embrace change and always listen to your audience, your team and the trends shaping the industry. Authenticity and vision will guide you through any challenge. You must also be open to collaboration!
RedTech: Is there anything else you would like to add?
Bin Noran: Radio has always been about connection. Today, that means embracing the full audio spectrum. By rebranding to Media Prima Audio, we’ve positioned ourselves for the future. From hiring KJ to creating Malaysia’s first AI DJ, expanding into podcasts, and supporting causes like Palestine relief and flood aid, we’ve proven that radio is about more than entertainment — it’s about impact.
Through AI advancements, quality content and empathy, we’re ensuring that radio isn’t just surviving — it’s thriving as an authentic, adaptable medium. I’m proud to be part of this journey and excited about the endless possibilities ahead. We are redefining radio.
This article originally appeared in the May/June 2025 edition of RedTech Magazine
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