Kuala lumpur: Media organisations must diversify their revenue streams to weather crises, rather than relying solely on advertising or government protocol work, said Malaysian National News Agency (Bernama) chairman Datuk Seri Wong Chun Wai. Speaking as moderator during the first session of the HAWANA 2026 Media Forum titled "Sustaining Media in Times of Crisis: Challenges and Revenue Realities," Wong said the era when publishers depended primarily on advertising and government agencies on protocol engagements has passed. Market competition, he added, now demands sharper strategies.
According to BERNAMA News Agency, Wong cited Singapore Press Holdings (SPH) as an example, pointing out that the group moved early to broaden its income base by investing in property, despite scepticism from shareholders at the time. 'People asked, "Why is a media company going into property? But they went ahead and have been proven right,' he said, noting that SPH's investments in prime Orchard Road properties have since generated steady, long-term income.
Wong therefore urged Malaysian media organisations to explore similar adjacencies, ones that can generate predictable cash flows while safeguarding editorial independence, even during economic downturns. Echoing that view, Star Media Group Berhad chief content officer Datin Paduka Esther Ng emphasised that paid content alone will not be enough to sustain newsrooms.
She stressed that media companies must weave together multiple revenue streams, including subscriptions, branded content, and events, while building a workforce that is both business-savvy and data-literate. She noted that more than 75 per cent of publishers globally now offer paid content, but she cautioned: "Having just the paywall is not enough anymore."
'Integration is the answer for many of them. We need to focus on digital subscriptions, highly specialised branded content and advertising, and events. Media houses today are operating as business entities, so you have to get creative,' said Esther, who is also a Malaysian Media Council board member.
Meanwhile, Media Prima Bhd deputy group managing editor (News and Current Affairs) Farrah Naz Abd Karim said the group is leveraging its portfolio strengths to expand revenue-generating products like its Jom Heboh crowd activation series, while also pursuing charity-driven initiatives. "The thinking is always, how do you scale a product that you believe is strong? Do we tour more places on a smaller scale?" she explained, adding that brand strength ultimately underpins advertiser confidence, particularly as the entire industry is searching for new ways to diversify revenue.
The Malaysian Media Council board member also called for newsroom hiring and training to prioritise practical, commercial and analytical capabilities. Organisations, she added, must map out the competencies they will need over the next one, five and 10 years or risk being left behind by rapidly evolving industry challenges.
The HAWANA Media Forum, organised by Bernama, is the flagship opening programme for all events planned in conjunction with National Journalists' Day (HAWANA) 2026. Officiated by Deputy Communications Minister Teo Nie Ching, the forum convened heads of media organisations, including those from Sabah and Sarawak, along with representatives of foreign media agencies in Malaysia and various stakeholders across the national media landscape.
For the first time, the HAWANA Media Forum is being held as a one-day event, designed to foster deeper discussions and a more meaningful exchange of ideas.