There is a battle raging over the television between the country's two biggest media conglomerates - Media Prima and Astro.

It is learnt that Media Prima is repositioning its four main broadcast stations and has made adjustment to its content in an attempt to clinch the top spot from its rival.

Media Prima owns all four free-to-air television stations, namely TV3, NTV7, 8TV and Channel 9. It also owns the radio stations, Fly FM and Wow FM.

Here's the plan.

According to sources, 8TV will continue to focus on Chinese programmes whereas ntv7 will build a strong English content.

Channel 9 will mainly target the Malay audience in the east coast while TV3 will soon become a Malay-Integrated channel.

Media Prima also intends to extend the current 10.30pm-10.45pm Mandarin news on ntv7 to 30 minutes in an attempt to upstage Astro AEC channel's Mandarin news, which is aired during the same time slot.

The Astro AEC news, which is divided into two segments - current issues and business news - has a strong following.

Prime time war

On the other hand, national news agency Bernama has inked a deal with Astro to provide it with news programmes in various languages.

Once the contract takes flight in April 2007, Astro and Bernama will cooperate in a new mode. Instead of purchasing news from Bernama , Astro will provide a time slot for the news agency to produce 30-minute news programmes. Advertising revenue will be shared.

Meanwhile, Media Prima announced that its Mandarin news on 8TV, from the current 6.30pm slot from Monday to Friday, will be shifted to 8pm daily. This will put it in direct competition with state-owned RTM2's Mandarin news.

Although the Information Ministry announced that all television stations are only allowed to air Malay news on prime time, Umno-linked Media Prima has managed to obtain approval for its plan.

Apart from this, it is learnt that Media Prima has also obtained the green light from the government for ntv7 to broadcast its English news at 8pm starting Jan 1, 2007.

Channel 9, which has been getting its Malay news relayed from ntv7, will start producing its own news programme soon while 8TV has increased its Chinese content from 45% to 60%.

Dramatic shift

Another strategic move by Media Prima was to shift the Korean drama series in ntv7, which it acquired last October, in order to avoid a clash with 8TV's Korean dramas.

Media analysts said this is to compete with Astro's popular Wah Lai Toi channel, which offers a wide range of Cantonese dramas.

"Media Prima understands it is impossible to compete with Wah Lai Toi in terms of variety. So the company hopes to win over the viewers with its Korean dramas," said a well-placed source.

Another important factor is the emphasis placed by Media Prima on broadcasting international football matches, the rights to which have yet to be obtained by its rival.

Astro's greatest advantage however is the variety of choices it offers. Recently, it has added another seven channels to its stable. It is also a hit with youths and children.

Rumours are also rife that Media Prima is eyeing MiTV, a newly established but ailing pay-per-view television station.

Media Prima Berhad, which was established and launched on Sept 2003, is linked to ruling party Umno. The company also has a 43% stake in New Straits Times Press (NSTP) which publishes the dailies New Straits Times , Malay Mail and Berita Harian .

As the competition heats up between the media giants, consumers are sure to be spoilt for choice. Stay tuned.