The channel was originally a privately-owned station airing as Channel 9, but suspended operations last February after the buy-out by Media Prima.
TV9's positioning uses the tagline 'Dekat di hati' ('Close to your heart') and, according to Media Prima TV Network's CEO Farid Ridzuan, it will target young urban Malay viewers.
A Malay-language campaign developed by McCann Erickson is scheduled to launch on April 15, encouraging potential viewers to install UHF antennas to get connected to the network. The campaign will be TV-driven, but will also include print executions at a later stage.
Existing channels in Media Prima's stable include TV3, ntv7 and 8TV. TV9 will have a daily airtime of 13 hours starting at 12 noon and, at this stage, there is no indication whether coverage will be extended to the two East Malaysian states of Sarawak and Sabah.
Farid said TV9 would be a strong addition to the company's stable of media assets, providing a wider range of content to consumers and greater cross-media solutions to advertisers. TV9's launch is seen as timely as Malays represent the most sought-after market among advertisers.
Media Prima set for TV9's roll-out
Media Prima's fourth television network, TV9, will be launched on April 22 with coverage across Peninsula Malaysia from nine transmission sites.