KUALA LUMPUR (March 23): Baidu-backed Chinese video streaming giant iQiyi has teamed up with Celcom Axiata Bhd and Media Prima Bhd's content production and distribution arm Primeworks Studio, to boost its footprint in Malaysia.

iQiyi said the partnership, inked through its subsidiary iQiyi International, is aimed at positioning the group as the preferred streaming destination for Asian entertainment, ad personalisation and targeted digital video advertising.

"We are a relative newcomer to the streaming space in Malaysia with big ambitions that go beyond just expanding our audience base and amassing content catalogues that showcase the best of Asian entertainment," said iQiyi International's country manager for Malaysia, Singapore, and Brunei, Dinesh Ratnam.

"We are already the fastest-growing streaming service in the country over the last 12 months, but we want to be a mainstay driver of the local content ecosystem and build deep, long-lasting relationships with our users and partners. The collaborations with Primeworks Studio and Celcom have natural synergies that allow us to deliver tremendous value and leapfrog iQiyi towards these goals," said Dinesh at a media event to unveil the partnership.

Primeworks Studio's chief content officer Nini Yusof said the partnership with iQiyi is in line with its digital expansion strategy, to reach a wider premium audience not only within but also beyond Malaysia.

"We are delighted for local audiences to enjoy highly anticipated dramas and specials made exclusively available on demand just one hour after its broadcast via iQiyi's streaming platform.

"The collaboration with one of the top global over-the-tops (OTTs) underpins Primeworks Studio's commitment and reputation for top-tier programming and high-quality productions that appeal to a broad audience," she added.

The partnership with Primeworks Studio is anchored on iQiyi's exclusive first window broadcasting rights to the majority of Media Prima-owned TV3's locally produced and highest-rated primetime dramas.

Available on demand, the catalogue covers both top library titles and fresh titles that will be streamed exclusively on iQiyi the same day it airs nationwide on TV3.

All of these TV3 titles will be made available via a dedicated tab within the iQiyi app for local content, which is also accessible on web browsers at www.iQ.com/local. This local tab is expected to house more than 1,000 hours of premium local content by the end of 2021.

With this collaboration, iQiyi said its viewership of these TV3 titles is also further extended to users in Singapore and Brunei who will be able to tune in to upcoming Ramadan and Aidilfitri special TV shows, including Sabarlah Duhai Hati and Cukup Derita Itu.

In addition to announcing the Primeworks Studio partnership, iQiyi also previewed a multifaceted collaboration with Celcom, starting with the leading telco coming on board as the official telco partner for iQiyi's flagship variety production Youth With You 3.

Celcom Axiata chief emerging business officer Kugan Thirunavakarasu said the demand for video and entertainment content continued to rapidly grow across over 13 million users on its network as of 2020.

"We are mindful that customers are looking for products and content that add value to their lifestyle and keep them connected at all times. In tune with these needs, we will formulate tailored exclusive packages on local, Korean and international content for users on the go and at home. We believe that our strategic alliance with iQiyi will further strengthen Celcom's position within the mobile and convergence space," he said.

Meanwhile, iQiyi said it is poised to be brand owners' preferred OTT destination in the growing space of ad personalisation and targeted digital video advertising solutions.

The group has signed Media Prima Omnia as a non-exclusive advertising sales partner in Malaysia.

This is on the back of consumers' changing behaviour in content consumption, shifting towards OTT during pandemic and post-pandemic.

iQiyi quoted studies done by several independent research which showcased that viewers' greater willingness to embrace ads for free content as a trade-off or pay a lower fee with limited ads.

Established in 2020, Media Prima Omnia's extensive local sales network and brand relationships allow iQiyi to offer tailored packages for both stand-alone streaming and OTT advertising as well as bundled solutions with Media Prima's linear TV.