KUCHING: The Sarawak Public Communication Unit (UKAS) is stepping up preparations for the 34th SEA Games by strengthening its communication, publicity and broadcasting strategy ahead of the biennial sporting event which will be held from 18 to 29 September 2027.

Preparations were discussed during the First Meeting of the Print Media, Publicity, Broadcasting and Journalism Committee 1/2026, chaired by Deputy Sarawak Secretary (Operation) and Chairman of the Sarawak Local Organising Committee (LOC) Secretariat Datu Hii Chang Kee at the UKAS Headquarters here on Wednesday.

Also present were UKAS Director Awang Putrayusrie Awang Redzuan, committee members and representatives from relevant agencies.

The meeting focused on UKAS' role in formulating a comprehensive communication plan for the Sarawak Cluster throughout the biennial Games.

Among the key areas discussed were the preparation of the committee's Terms of Reference (TOR), the development of a Communications Master Plan, integrated media, publicity and broadcasting strategies, as well as strengthening collaboration 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 scheduled from 5 to 7 August, paving the way for the implementation of a more structured broadcasting plan.

On the broadcasting front, TVS is expected to manage both live and recorded coverage throughout the Games before the content is transmitted to the International Broadcast Centre (IBC) in Kuala Lumpur.

Meanwhile, UKAS will be responsible for establishing a Media Centre for the Sarawak Cluster at the IBC, with construction targeted for completion before April next year.

In addition, an early promotional campaign will be rolled out through various initiatives, including a one-year countdown programme scheduled for 18 September 2026.

To further boost public awareness and excitement for the Games, a SEA Games 2027 promotional roadshow will be held across Sarawak from January 2027, beginning in Limbang and concluding in Kuching.

A Torch Relay will also be held across all 12 divisions, complemented by various promotional initiatives including quizzes, roadshows, 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.

To ensure smooth media operations, the committee also discussed the need to assess facilities at all 18 competition venues, including the location of the Media Centre, the provision of standardised press conference backdrops in collaboration with the Ministry of Youth, Sports and Entrepreneur Development Sarawak (MYSED), and broadcasting facilities at each venue.

President of the Sportswriters Association of Malaysia Norismadi Abd Manap, who joined the meeting via Zoom, emphasised the importance of commencing branding and publicity efforts early to enhance the visibility of the SEA Games 2027, besides ensuring that media and broadcasting services are delivered to professional standards in line with international sporting events.

For the record, Sarawak will host 18 of the 43 sports contested during the biennial Games, including the opening ceremony.

The other host venues are Kuala Lumpur (18 sports), Penang (six sports) and Johor (one sport). -UKASnews