Amir joined Media Prima in September 2021 as COO of Tonton and was tasked with rebuilding the Group's streaming service from the ground up. Prior to his appointment, Tonton was a AVOD / TVOD hybrid service; Amir helped to develop a new Freemium VOD business model for Tonton and identifying key technology partners to collaborate with, ensuring a long-term sustainable distribution platform for the group's live TV channels and content productions. Part of the business model also puts Tonton at the forefront of driving the Group's first party data initiative: RevID.

Under Amir's guidance, Tonton became a tri-party collaboration between Media Prima Content and Television Networks and REV Media Group, along with our Australia-based technology partners Switch Media. Development of the platform began in earnest in March 2022 and took nine months before the service relaunched with a brand-new look, new app and exclusive content offerings in December 2022, before the new SVOD subscription service TontonUp launched in February 2023.

Since the reboot of the service, Tonton has since seen a growth to 650,000 new registered users with high performing exclusive and original titles such as Perempuan Itu, Pontianak 100kg, Kerasnya Takdir and Jaga Aku Selamanya. Amir also helped to establish a content windowing strategy to maximize profits from Content Distribution sales to external platforms, while also providing the Group's own streaming service with a steady stream of exclusive content to drive user and subscriber acquisition.

As part of the Group's push to accelerate the growth of Tonton, in March 2022 Amir was appointed as Group Chief Marketing Officer to a newly formed Group Marketing unit. The unit serves as a central hub connecting all the various marketing units from the Group's 5 major platforms, both to provide consistent support for each other's brand activations as well as to unite and drive cross platform activities such as Karnival Jom Heboh and group-wide festive campaigns.

Since the implementation of the unit, the Group's offerings continue to excel in performance: Anugerah Juara Lagu 37 saw an increase of 28% in audience share vs previous year and HotFM secured Malaysia's No 1 radio channel with a 14% increase in listenership vs previous survey. The department has also been an integral part of the rapid growth of Tonton and RevID initiatives as well as the Group's return to film and cinema.

Amir holds a Masters in Advertising from RMIT University, Melbourne, Australia and Bachelor of Commerce (Marketing) from University of Adelaide, Australia. Before joining Media Prima, Amir began his career in 2012 in Brand Marketing at Permanis Sandilands (exclusive distributor for PepsiCo, now Etika). After returning from finishing his Masters in Australia, Amir had his first taste of the media industry when he joined the Business Development team at Bloomberg TV Malaysia in 2015. In 2018 Amir joined Padiberas National as a Brand Manager, where he oversaw the complete redevelopment of the Beras Era brand to the national stage, which now spans multiple product categories.