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Malaysia’s Media Prima Berhad has selected Triton Digital to support the streaming and podcasting strategy of its audio division. Announced Sept. 23, the partnership will bring Media Prima Audio’s content production, distribution, audience measurement and monetization onto a single technology stack.
Media Prima will use Omny Studio for podcast hosting and content management, alongside Triton’s measurement services. It will also deploy the Triton Ad Platform to manage direct and programmatic advertising across its live streams, podcasts and other on-demand content.
Media Prima Audio operates five Malaysian radio brands — Hot FM, Fly FM, Kool FM, Molek FM and Eight WuXian — covering Malay-, English- and Chinese-language audiences. Its Audio+ app provides access to the stations alongside podcasts and other digital content, while the wider Media Prima group operates television, publishing, out-of-home and digital media businesses.
The agreement will bring the radio group’s streaming and on-demand inventory into Triton’s advertising ecosystem. According to the companies, this will give advertisers and agencies direct and programmatic access to Malaysian audio inventory supported by IAB-certified reporting.
Media Prima Audio General Manager of AI and Smart Services Alex Poon pointed to the need for the company’s technology to keep pace with changing listening habits. “Our audiences moved to digital faster than our tools did. Triton Digital closes that gap for us,” he said.
Triton Digital Vice President of Market Development and Strategy for Asia-Pacific Richard Palmer said the combination of streaming technology, independent measurement and monetization could help publishers develop sustainable digital audio businesses. Triton operates in more than 80 countries and offers buyers access to live-streaming, podcast and music inventory across Southeast Asia through its programmatic marketplace.
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