KUCHING: The Sarawak Public Communications Unit (UKAS) has begun intensifying its communication, publicity and broadcasting preparations for the 34th SEA Games 2027, with a comprehensive strategy being put in place to build momentum ahead of the biennial sporting event.
The preparations were among the key agenda items at the First Meeting of the Print Media, Publicity, Broadcasting and Journalism Committee 1/2026, chaired by Deputy Sarawak Secretary (Operation) and Sarawak Local Organising Committee (LOC) Secretariat Chairman, Datuk Hii Chang Kee, at UKAS headquarters here on Wednesday (July 29).
Also present were UKAS Director, Awang Putrayusrie Awang Redzuan, committee members, and representatives from relevant agencies.
The meeting focused on UKAS’ role in developing a comprehensive communication plan for the Sarawak Cluster, covering preparations before, during and after the Games, which will be held from September 18 to 29, 2027.
Among the matters discussed were the committee’s Terms of Reference (TOR), the Communications Master Plan, integrated publicity and broadcasting strategies, and closer coordination with the Malaysia SEA Games Organising Committee (MASOC) 2027.
The committee was also informed that the broadcasting consortium is expected to be finalised during a special workshop from August 5 to 7, allowing a more structured broadcasting plan to be implemented.
Under the proposed arrangement, TVS is expected to handle both live and recorded coverage of events hosted in Sarawak before the content is transmitted to the International Broadcast Centre (IBC) in Kuala Lumpur.
Meanwhile, UKAS will establish a Media Centre for the Sarawak Cluster at the IBC, with construction targeted for completion before April next year.
To generate public interest ahead of the Games, UKAS will launch an early promotional campaign, beginning with a one-year countdown programme on September 18 this year.
A statewide promotional roadshow will also be held from January 2027, starting in Limbang and ending in Kuching, while a Torch Relay will travel across all 12 divisions.
Other promotional initiatives include quizzes, traditional and digital media campaigns, inspirational stories featuring former athletes, special broadcast content, and the publication of a coffee table book to further strengthen the Games’ branding.
The committee also discussed assessing media facilities at all 18 competition venues, including the location of media centres, standardised press conference backdrops in collaboration with the Ministry of Youth, Sports and Entrepreneur Development Sarawak, and broadcasting facilities.
Joining the meeting virtually, Sportswriters Association of Malaysia’s President, Norismadi Abdul Manap, stressed the importance of launching branding and publicity efforts early to raise the profile of the 2027 SEA Games while ensuring media and broadcasting services meet international standards.
Sarawak will host 18 of the 43 sports contested during the 2027 SEA Games, including the opening ceremony.
Kuala Lumpur will host 18 sports while Penang and Johor will host six sports and one sporting event, respectively.
