THE Ministry of Communications, in collaboration with Google, has officially concluded Project Sigma, a ten-week initiative aimed at reshaping how Malaysian media connects with Generation Z.
The programme was celebrated at a closing event where Minister of Communications, Datuk Fahmi Fadzil, lauded the project’s success and reaffirmed the government’s support for a resilient, forward-looking news ecosystem.
"I am pleased to be here today and celebrate the conclusion of Project Sigma, an innovative programme launched by Google and supported by the Ministry of Communications. In fact, I am proud that I had the opportunity to contribute in naming this initiative, Project Sigma," said the Minister.
Describing the project as a crucial step in future-proofing Malaysia’s media landscape, Fahmi said, "Project Sigma demonstrates the importance of engaging deeply with the next generations for continued relevance. I want to reiterate the government's unwavering commitment to supporting our nation's news ecosystem."
The initiative brought together six pioneering Malaysian publishers who undertook a period of intense experimentation and strategic innovation to better engage younger audiences.
"In a mere ten weeks, six pioneering Malaysian publishers demonstrated remarkable agility, embracing innovation, experimentation, and collaborative strategies through Project Sigma," Fahmi added. "Their collective aim is to forge stronger connections and deeper understanding with Malaysia's Gen Z."
Project Sigma builds upon previous successful collaborations between Google and the Malaysian government, including the 2024 Advertising Lab Malaysia, which sought to enhance the digital business capabilities of local news publishers.
Emerging case studies from the programme underscored its impact. Astro Awani saw a 24% rise in newsroom confidence around Gen Z engagement. Their regional survey yielded data-driven insights that enabled them to adopt novel storytelling approaches including short-form video, data journalism, memes and GIFs.
Berita Harian’s research, based on 30 vox pop interviews, revealed that 93% of Gen Z respondents preferred short-form video, underscoring the importance of mobile-first, bite-sized content. A notable 68% expressed a preference for content led by Key Opinion Leaders over AI-generated material.
Malaysiakini’s controlled tests showed that short-form videos outperformed long-form content 88% of the time in terms of viewership and engagement. Their findings also pointed to a stronger resonance of ‘soft news’ with Gen Z audiences, suggesting a need to present hard news in more relatable formats.
Sin Chew saw significant gains through tailored digital experiences. The introduction of an infinite scrolling feature led to a 94% increase in users aged 18–24 within just a month. On average, Android users stayed for 38 seconds per session, while iOS users remained for 28 seconds—metrics that affirm strong engagement with short-form content.
The contributions of Sinar Daily and The Star further demonstrated the breadth of Project Sigma’s impact.
Sinar Daily’s interactive quizzes drew approximately 7,700 views with a 53% completion rate, especially popular among women aged 18 to 28. This engagement translated into more than 700 new app downloads.
Meanwhile, The Star recorded an increase of nearly 50,000 followers across social media platforms in just eight weeks.
YouTube subscribers rose by about 1,500 after the introduction of Gen Z-focused Shorts, with Gen Z viewership on the platform soaring from less than 10% to 57% following targeted campaigns.
“These results are a testament to the fact that by understanding the unique habits and preferences of Gen Z, by embracing innovative formats, and by prioritising mental well-being and credibility, our media landscape is robustly positioned to thrive in this evolving digital era,” said Fahmi.
He went on to highlight that the project’s success reflects the core principles of the MADANI Economic Policy, particularly in fostering digital inclusivity and developing young talent.
“I am confident that the success of Project Sigma aligns perfectly with the aspirations of the MADANI Economic Policy, which emphasises sustainability, inclusivity, and shared prosperity. This policy stresses the importance of building economic competitiveness through technological mastery, investment in young talent, and the development of a fair and progressive digital ecosystem.”
Fahmi added with a hopeful outlook for future partnerships. “The achievements of our media partners in Project Sigma demonstrate that when we listen, understand, and respond to the needs of future generations with fresh and inclusive approaches — we not only modernise the industry but also strengthen democracy, improve media literacy, and cultivate a healthy culture of public discourse.”
“May this effort mark the beginning of many more meaningful collaborations that shape a more resilient, progressive, and people-friendly media ecosystem for our country.” - May 27, 2025
