Malaysian media powerhouse, Media Prima Berhad has officially announced Nini Yusof’s appointment as CEO of Media Prima Television Networks (MPTN) and Primeworks Studios, effective 1 August 2023.

The announcement, called by ContentAsia on 4 May, follows weeks of industry speculation over the TV operation’s succession plan after the exits of Michael Chan and Kai Anwar Salleh, who is reviving his career as an artist.  

Yusof was most recently deputy CEO of MPTN and Primeworks Studios.  

In her new role, she will oversee the operations of TV3, TV9, 8TV, ntv7, Tonton and Primeworks Studios, reporting to Media Prima group managing director, Rafiq Razali.

An industry veteran who joined Media Prima in 2012, Yusof has held various roles in the group, including director of sales and strategy for MPTN and chief content officer of Media Prima Omnia and Primeworks Studios. 

She has also led several high-profile content co-productions with international broadcasters and partners, including Korea’s SBS for "Masters In The House Malaysia", and the upcoming "Cooking For You", a five-country culinary co-production initiative under the Asia-Pacific Broadcasting Union.

Yusof was also instrumental in launching the 2016 joint venture between Media Prima and Korea’s CJENM for home shopping and e-commerce business — CJ Wow Shop (Wowshop). 

Before joining Media Prima, Yusof held roles at NBC Universal, Fox Networks Group and Star TV, responsible for affiliate sales, marketing and distribution for more than 20 channels. She was also part of the Fox International Productions film development team for the Indonesia market.