Thursday, March 21

RTM to reinvent itself to stay relevant

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PUTRAJAYA: Radio Televisyen Malaysia (RTM) will embark on a transformation programme with the aim of attracting a wider audience, both domestic and international, through the implementation of several strategic initiatives.

Communications and Multimedia Minister Datuk Seri Dr Salleh Said Keruak said RTM, which is under his ministry’s purview, would focus on three key initiatives that was specifically developed to increase viewership and position the channel as a preferred choice among Malaysians.

The first initiative entails the establishment of a special committee, comprising of experienced representatives from both the public and private sectors to discuss and recommend actions to boost viewership and channel ratings.

“The committee will function as an advisory board that will steer the channel towards achieving its refreshed objectives and KPIs,” he said in a statement here yesterday.

Salleh said the second initiative would focus on delivering quality content that will enhance viewer experience across various genres, including but not limited to sports, drama, entertainment, news and documentary.

“In order to address viewership fragmentation, RTM content will be diversifying further into multiple platforms that cater to viewers on the go,” he said.

The planned media platforms would include mobile, free-to-air, online, direct-to-home and over-the-top mediums, he said.

He pointed out that RTM would also monetise its content through international distribution channels at key content markets to ensure its competitiveness.

Salleh said the final initiative will aim to improve on the existing operational structure.

“To achieve operational excellence, it will be important to rationalise resources and functional structure through consolidation of its production units and shared services,” he said.

It was envisaged that the action would eliminate redundancies and ensure a more integrated and efficient operation, he said.

Salleh said to ensure the sustainability of these initiatives, RTM would look into improving its talent base through specific skills training and management.

Revenue would also be enhanced through careful cost optimisation and aggressive marketing, promotion and sponsorships, he said. — Bernama