Nini Yusof, chief content officer at Malaysia's Media Prima Omnia & Primeworks Studios, is our Woman to Watch today because... right now she holds the keys to local rights everyone wants and – we hear from reliable sources – is more than willing to pay her for, which is about the best content news coming out of Media Prima right now. That and the fact that we're hearing the free-TV broadcaster, which has had a truly hideous time over the past few years, has something brand new planned around streaming/online platform tonton. More about that soon. 

In her previous incarnation at Media Prima, Yusof was director, sales & strategy for television networks. She is also credited with kicking off Media Prima's foray into home shopping and e-commerce, for which the company's current bosses have a lot to thank her; the segment is an earnings bright spark.  

Yusof, of whom it has been heard said, "she knows her stuff and takes no prisoners in a good way", describes herself as motivated by "curiosity, passion to build multi-talented teams both on and off screen, having great content greenlit then later being able to celebrate with the team".

Here's what else she told us in answer to our next two questions:

What would you like people to say about you when you are not in the room?
"Nini is the go-to person for great food, good coffee and for the best Korean dramas to binge on."

Are you now where you thought you would be when you were 20?
"No, when I was 20, I thought I would be managing a sports team."

ContentAsia's Women to Watch 2021 series asks women from across the industry to talk about what motivates them, what they would like people to say or think about them when they’re not in the room, and whether (or not) they are now where they thought they would be when they were 20. We'll be bringing you what they said every day this month.