Nini Yusof, CEO of Media Prima Content & TV Networks and Primeworks Studios, leads Malaysia’s largest content engine, encompassing four terrestrial TV stations, an OTT service, a music label, a film studio & distribution, and a home shopping e-commerce platform. The company commissions over 50 drama titles and greenlights 3-6 feature films annually. Her collaborations include South Korea’s SBS, CJENM, Nippon TV, and NBC Universal’s E! News, alongside investments in local film hits like Blood Brothers : Fury of The Dragon, Ejen Ali The Movie 2 (4 million admissions). The studio also distributes foreign films such as Kokuho and The Voice of Hind Rajab. Under her leadership, Media Prima has achieved billions of social impressions with digital micro-dramas. Previously, she held senior regional roles at FOX, NBC Universal, Star TV, and worked in film development for Fox International Production in Indonesia, starting her career at KPMG.