Supply Chain Management in Content Distribution for Malaysian Chinese Media Services in Southeast Asia

Abstract

During the digital transformation in the twenty-first century, the old supply chains are changing completely, therefore it is time for transitioning from Physical Logistics Supply Chain Management (PLSCM) to Digital Content Supply Chain management (DCSCM). In terms of the stuff and complexities of Malaysian Chinese media’s efforts to get through the complex distribution landscapes in SE Asia. A lot more about diaspora populations found in places like Indonesia and Singapore and Thailand and Vietnam and then also looking how legacy media in Malaysia are working to remake its value chains as regional content hub. Unlike manufacturing supply chains which have tangible goods that can be stored and shipped, media supply chains deal with intangible cultural products where latency and cultural relevance and platform algorithm replaces holding inventory and transportation logistics. Using a hybrid method that combines Resource-Based View (RBV)with Network Theory to investigate the cross-border content distribution bottleneck friction points. It is found in this research that although linguistic proximity is beneficial, the technological infrastructure which is not integrated and the fragmented regulations create a large disruption on the flow of content in ASEAN. Also, this research has a brand new "Content Logistics Framework" which is like a big map that shows how news and fun stuff from Kuala Lumpur gets made and sent all around the big area called ASEAN. According to the results using blockchain on rights and aids. Forecast Improves the Supply Chain’s Efficiency with 40%. This paper adds to what we know by redefining SCM rules for the intangible economy and giving a plan for media companies to go from local TV channels to big-time, worldwide digital transporters.