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Digital disruption is a transformation that is caused by emerging digital technologies and business models. It has changed how producers manage television production. At some point, it may affect the executive and creative decisions of a television channel. By drawing on Islamic strategic management and qualitative data analysis, this article addresses how Malay Muslim producers perceive their leadership role and the extent to which they negotiate with, and adapt to the changing culture of work and sociocultural norms. This study is essential in such a way it may aid television channels to manage change and lead. It may not only help these channels in restructuring their business model but also make television relevant in the age of digital disruption.