Malaysian Dreamgirl, not just eyecandy.

I am sure some of you by now would have heard of this new reality show called Malaysian Dreamgirl. The reason why I am blogging about this is because the show COULD (big could here) reshape the way programs are created in Malaysia. While there has been buzz via traditional media to promote the show, the program will not be aired on your local terrestrial or cable TV; instead the whole program will be broadcast on the web. What this really means is the show will not be saddled with all the trappings of a television program’s time-slot, censorship or governance. Ain’t that sweet?!

Malaysia being a country that has always leaned towards the conservative side, a show like that would get cancelled before Kenny Sia could even utter the words ‘Nice coconuts’. So I am guessing the producers opted to deliver the whole program online to skate all the red tape. Kudos to them for daring to venture into unchartered waters; this is after all very thin ice they are skating on. This is by no means an easy task, especially when you need sponsors to fuel the endeavor. Traditionally, brands have been known to be very skeptical with regards to new ideas and concepts. So it is pretty encouraging to see them catching on to the idea and putting their feet forward to run campaigns and advertising that is so web-centric.

This is the way forward thinking brands are acknowledging that online campaigns are an effective new medium to utilize and promote their product. While traditional media can never be replaced entirely, internet as an effective & far-reaching medium cannot be ignored anymore. Hopefully with more of this kind of initiatives sprouting on the web, other brands will be convinced that there are measurable returns to their investments. It also doesn’t hurt that you have something nice to look at while you are at it!

Disclaimer: Integricity is in no way, shape or form associated to the campaign. The writer is merely observing and appreciating how certain people in the industry are pushing the envelope on a daily basis.