Wednesday, September 9, 2015

RTM to Reinvent Itself to Stay Relevant

Salleh Said Keruak

KUALA LUMPUR, 8 Sept 2015 - 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.
RTM, which is under the purview of the Ministry of Communications and Multimedia, will 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.
The second initiative will 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. The planned media platforms will include mobile, free-to-air, online, direct-to-home and over-the-top mediums. To ensure its competitiveness, RTM will also monetise its content through international distribution channels at key content markets.
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. It is envisaged that this action will eliminate redundancies and ensure a more integrated and efficient operation.
To ensure the sustainability of these initiatives, RTM will look into improving its talent base through specific skills training and management. Revenue will also be enhanced through careful cost optimisation and aggressive marketing, promotion and sponsorships.

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