Google recently announced the culmination of ‘Project Sigma: Engaging Malaysian Gen Z for News’ —a program supported by the Ministry of Communications Malaysia to help local media better understand the next generation of digital-native audiences and experiment with content formats that meet Gen Z where they are.
“Project Sigma, in collaboration with Google, has demonstrated that understanding and evolving with Gen Z’s news consumption habits is vital to the future of our news industry. We are committed to fostering partnerships like this to ensure Malaysian journalism stays relevant, resilient, and resonant for generations to come,” said Communications Minister Datuk Fahmi Fadzil.
Empowering News Publishers to Engage and Reach Gen Z audiences
Gen Zs (born 1995 – 2012) make up 26% of Malaysia’s population. As digital natives, they connect with news in distinct ways, often encountering content through mobile-first, short-form, and creator-driven formats on digital platforms like YouTube. They gravitate toward content that feels real, relatable, and personal rather than polished institutional messaging. These key differences in behaviours highlight the need for publishers to start preparing for the next generation of digital-native audiences.
Six Malaysian media – Astro AWANI, Berita Harian, Malaysiakini, Sinar Daily, Sin Chew Daily and The Star participated in the Gen Z-focused initiatives that explored new formats, platforms, and engagement strategies aligned with how young Malaysians consume news. Some of the pilot initiatives include experimenting with vertical video formats and user-friendly content discovery tools and tapping into motion graphics and animated visuals for visual-first storytelling.
“We are proud of Project Sigma and grateful for the support of the Ministry of Communications, Malaysia and FT Strategies. This program was designed in collaboration with the industry to empower Malaysian publishers to effectively engage with Gen Z news consumers,’ said Kate Beddoe, Managing Director of News Partnerships, APAC, Google.
The insights from Project Sigma were consolidated into a report that provides actionable guidance for Malaysian media looking to strengthen Gen Z engagement and ensure the industry continues to adapt, innovate, and stay relevant in a fast-evolving media.
Building AI literacy for the future of journalism in Malaysia
Building on the success of Project Sigma, the company also announced two new initiatives to build AI literacy for the future of journalism in Malaysia.
First, a new AI literacy partnership with the Malaysian Press Institute (MPI) starting in June 2025 to equip journalists and journalism students with the AI tools and skills needed to produce accurate, contextual, and engaging digital news stories.
Google will also be rolling out the News AI Lab in Malaysia — an 18-month program to help local news publishers adopt AI tools to create, distribute, and monetise quality news content. This will include online courses, hands-on experience through in-person workshops, and ongoing support to drive AI innovation within editorial and business operations.