Among the concerns raised by agencies is whether the cross-media group, Media Prima, would be able to offer the ideal platform for all their brands.
Mediaedge:cia Malaysia managing director Margaret Au Yong said there was merit in the cross-media platform offer, but was not totally convinced that Media Prima had the best channels for all brands.
"If I have an FMCG brand, I'll want to use TV3 but not New Straits Times. How do I match? They have to convince me on the profile, on the rate or value. Otherwise it is difficult to reconcile," she said.
"Advertisers can do joint promotions across TV and print. For media companies, it is a one-stop-shop and easier to negotiate. To competitors such as The Star, if they see the trend works, they'll form their own alliance with other groups to stay competitive."
OMD Malaysia CEO Clint Easthorpe noted that the cross-media platform would only work "if Media Prima has the expertise to do it".
Media Prima has taken over 100 per cent of Malaysia's top rating terrestrial TV station, TV3, and 43.37 per cent of the New Straits Times Press groups from Malaysian Resources Corp Bhd, as part of MRCB's restructuring plan to focus on the core operations of engineering, construction, infrastructure and property development.
In launching the new media holding company, Media Prima chairman Syed Anwar Jamalullail said the company had applied for a radio station licence and was negotiating to acquire Channel 8 from Metropolitan TV.
Media Prima also owns event management company Tiga Events and outdoor unit the Right Channel.
"We see ourselves no longer limited to the business of selling media space - instead, we now offer our clients comprehensive marketing solutions and services utilising our various media platforms," he said.
Media Prima also intends to expand its content creation business.
TV3 currently claims audience share of 45 per cent and TV adspend share of more than 50 per cent. The combined circulation of the daily newspapers in the NSTP stable, including New Straits Times, Business Times, Berita Harian, the Malay Mail and Harian Metro, is said to be more than two million.