Triton Digital, a global audio technology and services provider, has partnered with Media Prima Berhad, a Malaysian integrated media group, to overhaul the company’s streaming and podcasting infrastructure. The deal moves Media Prima’s audio operations, spanning five national radio brands and its Audio+ streaming and podcast app, onto a single technology stack for content production, distribution, measurement, and monetization.

Under the partnership, Media Prima will use Triton’s Omny Studio for podcast hosting and content management, the company’s Measurement Solutions suite, and the Triton Ad Platform (TAP) to monetize streaming and podcast advertising. The arrangement also connects Media Prima’s radio brands and on-demand catalog to Triton’s monetization ecosystem, giving advertisers and agencies programmatic and direct access to Malaysian audio inventory backed by IAB-certified reporting.

“Our audience is not defined by the radio dial anymore,” said Alex Poon, General Manager, AI and Smart Services at Media Prima Audio, in a press release. “Our audiences moved to digital faster than our tools did. Triton Digital closes that gap for us, one platform for streaming, podcasting and monetization across all five stations and our platform Audio+, which allows our teams to focus on programming and commercial strategy instead of stitching platforms together. For advertisers, it means our digital inventory is measurable and comparable to anything else they buy.”

Richard Palmer, VP of Market Development and Strategy for Triton’s APAC region, framed the deal as part of a broader regional push. “Audio consumption across Asia-Pacific is accelerating,” he said. “By combining streaming technology, independent measurement and monetization in a single platform, we help broadcasters and publishers across the region turn that listening growth into sustainable digital revenue and move quicker to build digital businesses around it.”

The agreement extends a run of measurement and distribution deals Triton has struck this year. In April, Nielsen integrated Triton’s Podcast Metrics Demos+ data into its Nielsen Media Impact planning tool, giving advertisers audience demographics across shows, networks and subnetworks in Triton’s download data, and Nielsen took on the role of primary U.S. sales representative for Triton’s podcast measurement products. That announcement followed NBC Sports adopting the same core Triton stack now being adopted by Media Prima: Omny Studio, TAP, Podcast Metrics and Demos+.

Triton operates in more than 80 countries and holds IAB certification for its Podcast Metrics service, one of the first such certifications in the industry. Media Prima’s broader portfolio spans television, publishing, out-of-home and digital media.

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