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Recently, the School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) organised an immersive industrial visit to Radio Televisyen Malaysia (RTM).

Led by Ms Harjinder Kaur (Senior Lecturer and IAP Coordinator, SoMM at APU), the visit provided students with valuable exposure to the integration of traditional media and digital strategies, bridging academic theory with real-world media operations. 

Activity 1: Understanding RTM’s broadcasting Ecosystem

Students were welcomed by Ms Norhaslinda Hassim, Radio Program Producer at RTM, who gave an overview of RTM’s role as Malaysia’s national broadcaster, highlighting its responsibilities in delivering informative, educational, and culturally inclusive content across multiple platforms.

Also, students were introduced to how RTM operates across radio, television, and digital platforms, while maintaining strong public service values, regulatory compliance, and audience trust, which are key elements in both marketing and management practice. 

Activity 2: Inside Radio operations

Guided by Ms Norhaslinda, students then explored RTM’s diverse radio network, where they observed how live radio programmes are structured and executed; from content planning and scripting to recording, editing, and live broadcasting.

The experience demonstrated how stations tailor their content to different linguistic and demographic audiences, reflecting principles of audience segmentation and localisation.

A key highlight of the session was the live interaction with the DJs from TraXX FM, Double D and Otto, where one student had the unique opportunity to go on air and share insights about their home country and APU.

Through the session, students gained a deeper understanding of how real-time content delivery, brand voice consistency, and community engagement play a critical role in building trust and relevance in today’s media environment. 

Activity 3: Exploring Television production

In the final phase of the visit, students were taken on a guided tour of RTM’s television production facilities, guided by Mr Saiful Aziman Mazlan, TV Studio Producer at RTM, and supported by Ms Rosniza, Assistant Engineer at RTM.

They were introduced to various studio environments, including multipurpose studios, entertainment and talk show sets, sports broadcasting spaces, and green screen virtual studios.

Students also learned how storytelling, visual design, and audience engagement are carefully managed across different formats, offering strong parallels to digital content creation, campaign execution, and multimedia branding strategies. 

Student Perspectives

1. Vivekganandan B Vadivellu, Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing: “My experience at RTM gave me valuable exposure to how digital marketing complements traditional media in a real broadcasting environment, allowing me to see how creativity, data, and communication come together to shape effective messages, while also strengthening my teamwork and professional skills through observing industry practices.”
2. Ni Putu Ayu Sukraeni, Master of Science in Digital Marketing: “The visit to RTM offered an incredible opportunity to observe how a national broadcaster engages its audience, allowing me to gain insights into content strategy, media operations, and professional collaboration, which made the experience both educational and personally enriching.”
3. Vaneeza Amir, Masters in Global Marketing Management: “The visit provided me with meaningful insight into how creative, technical, and digital teams work together to produce and deliver broadcast content, while also highlighting RTM’s commitment to social responsibility and inclusive practices, which deepened my understanding of effective content strategy and management in a professional setting.
    

Reflections on the Industrial Visit

Ms Harjinder expressed her sincere appreciation to RTM for providing students with an immersive, hands-on exposure to broadcasting and media operations.

“This visit offered students a comprehensive perspective on how a national broadcaster integrates creative, technical, and digital teams to produce content, engage audiences, and uphold brand and ethical standards.

“On top of that, it allowed them to connect theoretical marketing and management concepts with real-world media practices, deepening their understanding of content strategy, audience engagement, and professional collaboration in a dynamic industry environment,” she said.