In a world where traditional news formats struggle to capture the attention of the youth, Berita Harian proudly introduces OMG! (Orang Muda Gitew) — a platform designed to resonate with the vibrant energy of young adults aged 21-34 years old.
Since it was launched in December 2023, OMG! has gained popularity and traction as it aims to set a new standard for news engagement of the young audience, complementing Berita Harian’s stable of established digital and print products. With a blend of captivating storytelling, engaging content, and a commitment to understanding the pulse of today's youth, OMG! aims to be the go-to credible product for the young audience.
Understanding the audience
The cornerstone of OMG!'s success lies in its deep understanding of its target audience. Recognising the evolving media habits of young people, OMG! delivers content where they thrive – on Instagram, TikTok, and YouTube. By embracing bilingualism (Malay/English), OMG! ensures inclusivity while appealing to a diverse audience base locally and regionally.
Content that sparks conversations
OMG! isn't just about delivering news; it's about sparking conversations and exploring the nuances of adulting in a relatable manner. From viral street intercepts in "Cakap Sini Habis Sini" (Check out the older generation’s reaction on Gen-Z Slangs) to entertaining challenges in "Cuba Try” (Watch how our host competes at Action Motion whilst singing the national anthem), OMG! offers a diverse range of content pillars that cater to every facet of young adults' interests.
Innovative formats for a diverse audience
Whether it's bite-sized infotainment in "Tahu Tak?" (Check out our explainer on Singapore’s passport) and "Panas" (View our bite-sized Budget Announcement video) or in-depth discussions on adulting issues in "Senang Kata" (Take a look at our discussion on the impact of social media on Gen-Zs), OMG! ensures there's something for everyone.
OMG! also has the “Spotlight” series, which highlights interesting profiles aimed to inspire the young audience, from championing social causes to featuring young talents (Check out our viral profile series on a Malay-owned Lion Dance Company).
By embracing various content types – from static posts to long-form videos – OMG! keeps its audience engaged across different platforms.
Data-driven approach
Behind every OMG! video is a meticulous process driven by data and audience insights. The team's relentless pursuit of understanding what resonates with their audience fuels their creativity and innovation. By leveraging data analytics, OMG! crafts content that not only entertains but also informs and inspires.
Empowering young voices
At the heart of OMG! is a commitment to empowering young journalists and creators. By fostering a culture of ownership and collaboration, OMG! ensures that its content reflects the authentic voices and experiences of its target audience.
Looking ahead
As OMG! continues to evolve, one thing remains constant – a dedication to pushing the boundaries of storytelling. With upcoming projects set to redefine visual narratives, OMG! promises an exciting journey ahead for both its audience and collaborators.
In the fast-paced digital age, capturing the attention of the youth requires more than just headlines – it demands authenticity, creativity, and a deep understanding of their preferences.
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