iflix Aligns with Media Prima for Local Content

Content from Malaysian media conglomerate Media Prima will be made available on iflix for free one hour after the linear telecast.

The strategic partnership extends beyond ad-supported catch-up TV, with more than 1,000 hours of Media Prima library content set to be available in a dedicated tonton branded channel on iflix’s platform beginning in June. The two companies previously partnered on the drama Nur 2 and now plan to jointly commission new content and drama co-productions.

Mark Britt, iflix co-founder and group CEO, said, “This alliance is a significant milestone and another considerable boost to iflix’s local content offering. Over the past three months, we have accelerated the pivot away from Western towards local and regional programming, to deliver the most relevant and compelling content to users in our territories for free. A strategic partnership of this scale with a progressive partner like Media Prima builds upon the strengths of both our organizations to provide viewers across Asia with the best possible entertainment experience. We look forward to building on this partnership.”

Johan Ishak, CEO of Media Prima Television Networks, added, “Since 2018, Media Prima Television Networks has embarked aggressively in the ‘democratization’ of our popular content, going beyond our traditional ecosystem to cater for the increasing demand for digital content among consumers. The inclusion of tonton, Malaysia’s most-watched video streaming platform, in iflix is a testament to the group’s intent while providing their users with the best local content available. We look forward not only to sharing our content with iflix but also to developing and curating award-winning content for the platform.”