Mapping Malaysia's Resource Centres

12 Media and Entertainment In the past, broadcasters generated revenue mainly from advertising or subscription business models. Today, major broadcasters are distributing their content via dedicated access networks as well as offering Over-The- Top (OTT) services. These developments widen audience reach and offer greater operating efficiencies. Radio remains as one of the primary information media, with a reach of 20 million listeners. Most listen to the radio in the morning and afternoon as listeners commute from home to office and vice versa, with an estimated 14 million listeners in the morning. Malaysia recorded a total advertising expenditure (ADEX) of an estimated RM4.9 billion. The internet garnered the most ADEX at RM1.5 billion followed by television at just over RM1 billion. Digital ADEX is gaining popularity among advertisers due to factors such as cost effectiveness, global reach, increased targeted audience and multi-platform accessibility, aside from opportunities for content monetisation and branding. The move towards digital services is impacting everyone. It is a powerful tool for increasing productivity and accelerating economic development. Digitalisation continues to change the way we shop with e-commerce solutions; how we watch television, videos and listen to the radio as well as connect our smart appliances. This is just the beginning of an endless list of products and services that will form the new landscape of our connected well-being. The social media platform has become the most important medium that consumers turn to for information about products and services. The advent of Information Technology as well as the rapid growth in availability of internet and mobile connectivity to the world wide web are key enablers to this phenomenon. Additionally, the pace at which new innovations have escalated, especially in computer and mobile devices, has contributed to the dominance of social media in touching every facet of our lives. Today, people from all ages are well-connected to the rest of the world, and marketeers have deployed this connectivity to use social media platforms as the primary media of choice to reach consumers. It comes as no surprise then that many businesses have channeled their marketing and promotional efforts from traditional mainstream media such as newspaper, radio and TV advertising to the social media platforms instead.