Kuala Lumpur: The Ministry of Communications is planning to organise Project Sigma 2.0 in collaboration with Google to help its six agencies better understand the information consumption patterns and needs of Generation Z (Gen Z). Minister Datuk Fahmi Fadzil announced the initiative, highlighting the importance of adapting to changes brought about by technologies like artificial intelligence (AI).

According to BERNAMA News Agency, Minister Fahmi plans to invite Google to the Tun Abdul Razak Broadcasting and Information Institute (IPPTAR) for the project, building on findings from the first Project Sigma held last May. The new iteration aims to address more issues and strengthen media agencies under the ministry's purview.

Fahmi noted that the previous project did not involve Bernama, which is why he intends to share the findings with agencies under the Ministry of Communications. The agencies involved will include the Broadcasting Department, Information Department, National Film Development Corporation, Bernama, IPPTAR, and the Community Communications Department.

After the ministry's monthly assembly at Menara Komunikasi, Fahmi mentioned that Project Sigma was a 10-week initiative in collaboration with Google, also involving local media such as Sinar Daily, The New Straits Times Press (Malaysia) Bhd (NSTP), The Star, and Sin Chew Daily. The aim was to gain insights into Gen Z audiences, which will now be shared with the ministry's departments and agencies.

On May 27, Fahmi suggested expanding the project to other agencies and organisations. The changing behaviours and needs of younger audiences necessitate new approaches to information delivery, and the collaboration with Google is seen as a vital step in this direction.