Malaysia's largest listed media group expects an increase in Internet usage in the country to grow its online advertising by 10-fold by 2012.

Media Prima does not have any internal financial milestone targets for Internet-based revenues, but does have an online strategy that includes charging users online subscription fees to access current and archived programmes, while also getting a slice of advertising revenue, Reuters reported Thursday.

“We are the biggest producer of content in Malaysia. The opportunity to leverage this lies only with us,” Abdul Rahman Ahmad, CEO of Media Prima, told Reuters. “We don't have any internal targets and it could be pie in the sky, but it's very important for us to try.”

Abdul Rahman said that less than one percent of ad spend, about 40 million ringgit ($12.1 million), was spent on Internet advertising last year. That figure could reach 400 million ringgit in 2012, even without growth, he said.

Media Prima owns four TV networks, two radio stations, 43 percent of listed English-language daily the New Straits Times and three outdoor advertising firms, according to Reuters.