The project will see a refocusing of leading Malay channel TV3 and the relaunch of Channel 9, which ceased transmission in February 2005 and was acquired by Media Prima four months later. McCann Erickson won the repositioning brief following a review that also included Channel 9 incumbent JWT, TV3 incumbent Leo Burnett, FCB, BBDO and Ova.
"We're looking at the whole thing as a portfolio, with each of the channels targeting different portions," said TV3 general manager Navonil Roy. "3 looks more at progressives and families, while 9 will be a more traditional semi-urban, younger audience. They are eyeing distinct target groups to minimise cannibalisation."
Roy added that Media Prima is expecting to review the creative brief for NTV7, currently held by M&C Saatchi, with a view to fine-tuning the content of that channel too. "The aim is also to increase TV adex," he explained. "We're hoping that by having more distinct offerings in the market, that will attract advertisers."
Channel 9's relaunch will include a completely new identity along with a comprehensive launch campaign. TV3 and NTV7, meanwhile, will each undergo a review of identity and content.
TV3, Channel 9 to revamp as Media Prima tips growth
Media Prima has commenced a revamp of its two Malay-language TV channels, part of a broader attempt to adopt a portfolio approach for potential advertisers.