AVIA shares State of Malaysia’s Video Sector
The state of Malaysia’s video industry was the main focus at the ‘Malaysia in View’ conference run by the Asia Video Industry Association (AVIA) in Kuala Lumpur.
In the current age of digital convergence, the theme of collaboration cut across all discussions and sessions, even when it came to the issue of regulation. Zulkarnain Mohd Yasin, Chief Compliance Officer of MCMC (Malaysian Communications and Multimedia Commission) shared that a more collaborative approach and co-creation between regulators and content creators is needed in the industry in this 21st century. The MCMC also welcomed industry players coming up with their own proposals for Online Curated Content (OCC) to propose to the government.
Online Content Streaming Continues to Grow
Malaysia has seen tremendous growth in the streaming of online content. Media Prima in particular, has had success in continuing to engage with a millennial audience since the move of its streaming and on-demand service, TonTon, to YouTube. However, Datuk Kamal Khalid, Group MD of Media Prima, reiterated the need for competitors to identify their commonalities and collaborate more to make Malaysian local content stronger together.
Digital Piracy Remains Rife
While local content and original IP continues to reign amongst consumers across all platforms in Malaysia, piracy is still the biggest threat to the media and entertainment industry as online and digital piracy remains rife in the region.
A new study commissioned by the Asia Video Industry Association’s Coalition Against Piracy (CAP) and conducted by YouGov, revealed that 23% of Malaysian online consumers use a TV box which can be used to stream pirated television and video content and 50% of all online consumers have used piracy streaming websites to access premium content.
Louis Boswell, CEO, AVIA, said “We as an industry need to work together with the government a lot more to educate the consumers that piracy is content theft and it is having a profound impact on the industry.”
Pay TV is Thriving
Another hot discussion topic amongst the industry’s key players was the challenge of keeping the Pay TV ecosystem thriving alongside the new digital economy as more competitors enter the landscape in an already crowded marketplace.
Agnes Rozario, Director of Content for Astro, remained positive saying, “There is no denying that TV advertising, even with all the available digital options, is still the most persuasive.”
Avi Himatsinghani, Founder and CEO of Rewind Networks, “It’s a new world we live in, and we have to play it well.”
The ‘Malaysia in View’ conference was supported by sponsors including Measat, Shemaroo, Viaacess-Orca and Vindicia.
Note: The Asia Video Industry Association (AVIA) is the trade association for the video industry and ecosystem in Asia Pacific. It serves to make the video industry stronger and healthier through promoting the common interests of its members. AVIA is the interlocutor for the industry with governments across the region, leads the fight against video piracy and provides insight into the video industry through reports and conferences aimed to support a vibrant video industry. AVIA is also committed to its mission in working with and representing the interests of the satellite industry. AVIA evolved from Casbaa in 2018.