The Death of Hollywood: Exaggeration or Reality? - A Wake-Up Call for Local Media
Edi Hezri Hairi
Media Production ?? | Founder ?? | Emerging Tech ? | Educator ???? | Ex-HP | Ex-MDEC | Ex-MPB | Ex-INTI #ENTJ
Last week, I had the privilege of presenting a session on “The Death of Hollywood: Exaggeration or Reality?” (Wasko, 2014) at Universiti Teknologi Mara (UiTM). It was a fantastic opportunity to delve into the seismic shifts affecting Hollywood while reflecting on parallels within Malaysia’s media industry. These global disruptions are not just relevant—they are urgent, especially as our local industry faces similar challenges from the rise of global platforms, technological innovation, and shifting audience preferences.
The Double-Edged Sword of Streaming
The rise of streaming platforms has undeniably democratized content creation and distribution. Platforms like Netflix, Disney Hotstar, and PrimeVideo have given audiences unprecedented access to global content. In Malaysia, we’ve seen this mirrored by platforms like Netflix Malaysia, Viu, iQIYI, and even homegrown attempts like Astro GO and tonton.
As a media professional with years of experience in production, I see both the promise and the pitfalls. On one hand, these platforms provide opportunities for independent creators to bypass traditional gatekeepers. Local creators like The Ming Thing and filmmakers like Namewee have built substantial audiences, leveraging digital tools to tell uniquely Malaysian stories.
On the other hand, this shift has deeply impacted traditional broadcasters and production houses. Advertising revenues—once the lifeblood of these entities—are now funneled toward global platforms. The numbers are stark: digital advertising in Malaysia grew by 13% in 2022 and now accounts for over 60% of total ad spend (The Star, 2023). This has come at the expense of local media owners, with TV advertising revenues halving over the past five years.
Adding to this is Netflix’s recent foray into live sports broadcasting. The exhibition boxing match between Mike Tyson and Jake Paul, streamed live on Netflix, attracted over 60 million households worldwide (Wall Street Journal, 2024). This event served as a market test for Netflix, showcasing its capability to handle large-scale live sports events. While there were technical glitches, the viewership numbers underscored the platform’s potential to rival traditional broadcasters like beIN Sports and Astro Sports.
If Netflix expands into major live sports, such as the English Premier League (EPL), it could challenge these broadcasters head-on, bidding for lucrative sponsorships and reshaping the sports broadcasting landscape. For Malaysian broadcasters, this represents yet another area where adaptation is not just critical—it’s existential.
The Role of AI: Friend or Foe in Malaysia’s Creative Industry?
AI is beginning to reshape Malaysia’s creative and media landscape, offering both opportunities and challenges. Tools like AI-powered editing, subtitling, and animation are helping local production houses streamline workflows and reduce costs. Virtual production, for example, allows creators to simulate environments digitally, eliminating the need for expensive on-location shoots.
However, AI also poses a threat to jobs traditionally rooted in human creativity, such as scriptwriting, editing, and voice acting. While it can automate repetitive tasks, it often lacks the cultural nuance and emotional depth that Malaysian creators bring to their work.
To navigate this transition, Malaysia’s creative professionals need training to work alongside AI, using it as a tool to enhance rather than replace their artistry. Programs that upskill creators in AI tools, coupled with government and industry collaboration, can ensure ethical AI adoption (The Edge, 2024). Agencies like FINAS can help by funding AI-related workshops, offering incentives for responsible AI use, and regulating AI-generated content.
AI has the potential to empower Malaysia’s creative industry, but its success depends on striking a balance between leveraging technology and preserving human creativity. In the end, it’s the uniquely Malaysian stories and cultural authenticity that will continue to resonate most with audiences.
Lessons from Hollywood’s Resilience
Hollywood has faced numerous challenges in its century-long history, from the introduction of sound in films to the rise of television, home video, and now streaming. Each time, it has adapted and emerged stronger.
The Malaysian media industry can take inspiration from Hollywood’s resilience. One key lesson is the importance of embracing change rather than resisting it. For instance, Hollywood’s major studios are now collaborating with streaming platforms, producing original content for Netflix and Disney+ rather than viewing them as competitors.
In Malaysia, we’ve seen similar initiatives, such as Media Prima’s acquisition of REV Media and Astro’s focus on digital platforms. However, more needs to be done to ensure that local content remains competitive on a global scale. Films like Mat Kilau and Polis Evo have shown that there is a demand for high-quality, culturally resonant content. Sustaining this momentum, however, requires consistent investment in talent development, storytelling, and production quality.
A Call to Action for Malaysia’s Media Industry
The challenges facing Malaysia’s media industry are complex, but they are not insurmountable. Government agencies, industry players, and creators must work together to ensure the industry’s sustainability and growth.
1. Protecting Local Media Through Policies
Government agencies like FINAS can play a critical role in leveling the playing field. For instance:
2. Promoting Malaysian Content Globally
The government can also take the lead in positioning Malaysia as a hub for content creation:
3. Building Talent and Infrastructure
Finally, the focus must be on nurturing the next generation of creative talent. This includes:
The Road Ahead
The Malaysian media industry is at a crossroads. On one side, we face the very real threats of digital disruption and shrinking advertising budgets. On the other, we have unprecedented opportunities to tell our stories to a global audience.
As Johan Ishak FCA(CAANZ) mentioned in a podcast with Amar Delon (Life Unscripted with Amar Delon,2024),
“Billions of ringgit are leaving our shores because advertisers are prioritizing global platforms over local media. This is a major wake-up call for us.”
Let’s heed this call by coming together as an industry—creators, policymakers, and advertisers—to protect what makes Malaysian media unique while embracing the possibilities of a digital future.
Hollywood isn’t dying; it’s evolving. And so is Malaysia’s media industry. The question is, will we rise to the challenge?
Acknowledgement Note: Special thanks to Datuk Professor Dr Azizul Halim Yahya (UiTM) for giving me the opportunity to present this issue. His guidance and insights have been invaluable in shaping this article.
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2 个月Thank you for listening bro. Am glad it inspired you to write this article ??????
Media Production ?? | Founder ?? | Emerging Tech ? | Educator ???? | Ex-HP | Ex-MDEC | Ex-MPB | Ex-INTI #ENTJ
2 个月“Looking at other available platforms, digital is a strong platform but - Digital platforms also pay higher commission rates than traditional platforms, and if I was running an agency or working as a media planner, it’s no secret where I would advise advertisers to spend their ad money. This is why I feel the need to work closer with broadcasters—now more than ever. Fragmentation of viewers is not at the benefit of advertisers nor would an influx of foreign content be beneficial to us as a nation. Advertisers can influence these changes and we need to do this both for the benefit of the brands and the longevity of our media industry”. - Santharuban Thurai Sundaram. Someone is doing the right thing! ??
Multimedia Designer
2 个月In the end everyone need to upskill themselves and i think with the help of AI, perhaps indie filmmakers in Malaysia can strive even more?
Writer | Filmmaker | Video Essayist
2 个月Learnt a lot reading this ??