Astro has undoubtedly captured the attention of the Malay audience, which makes up a majority of the nation’s consumers. Having managed to maintain appeal among the crowd with a whirlwind of exclusive content, Astro now has over 3 million customers and 18 million viewers with a 50% penetration of TV homes across Malaysia. Strengthening the connection with 1.8 million Malay customers, their strategy further secures Astro’s position as the best medium for advertisers and marketers to target the Malay consumers.
Kenneth Teo, Vice President of Media Sales of ASTRO said “At 55 per cent Malay penetration of Malaysian TV homes, we are committed to providing our Malay audience with the best-in-class content that caters to their evolving preferences. Our content offerings have been focused on key social awareness facets, from grounded Islamic values to global and local sensibilities, not just entertainment.”
Since 1996, Astro has built a strong IP in Content and today we offer over 153 channels catering to both the mass and premium customer segments. Advertisers who wish to reach out to the mass Malay audience, can do so on our Ria, Prima, Oasis and Arena channels, while channels like Citra, Bella and Warna under the Mustika pack and the IndoPek are best suited to reach out to the premium segment. Astro has seen a phenomenal growth in the take-up of its Mustika pack to close to 1 million subscribers, mainly driven by signature programmes like Maharaja Lawak, etc.
Teo added, “Astro’s content offering appeals to both the mass and the targeted consumers. Advertisers who advertise on channels which are available both on our Pay TV as well as on our Njoi, subscription-free TV, will have immediately be able to reach a bigger group of customers. Audience on Astro are captive audience as our customers have already paid for our content, indicating that they value our content. We believe that these paying customers have higher purchasing power, involvement and engagement with Astro as compared to Free-to-Air viewers.
We also note an uptrend in HD take up, where as close to 50% of Astro homes are HD ready today. 7 out of 10 HD viewers are from the Malay segment with ONE HD being the most popular Korean drama channel. Interesting fact is over 90% of the viewers of ONE HD are of the Malay segment.”
According to Khairul Salleh, Vice President Malay Language Business, Astro, “Viewers of Malay language programmes can look forward to more goodies from Astro this Raya and Ramadan. The strong line-up of programmes comprised 18 Blockbuster movies including the 7 top grossing movies in 2011 such as KL Gangster, Ombak Rindu, Hantu Bonceng, Kongsi and more. Fans of Maher Zain, a popular international Islamic artist will also be able to catch his drama on Oasis this Ramadan too”.
Coming soon in 2013, advertisers have the opportunity to place their brand ads on key signature shows like the most watched reality food entertainment program, MasterChef Malaysia, Raja Lawak Season 7 and the all new Celebrity Fear Factor Malaysia (CFFM). Hosted by Aaron Aziz, CFFM will premiere on Astro Ria (Ch 104) in early 2013, whereby celebrity couples will compete for the grand prize of RM 500,000.
“With Astro’s strong expertise in content branding, we will continue to win the confidence of many advertisers. Together with our advertisers, our shows won 4 out of 6 Awards in the TV category at the 2011 Malaysian Media Awards (MAA)” said Teo.
The sharing of these statistic and information reaffirms that Astro is truly a unique platform that offers creative solutions for companies to reach out to a targeted quality audience.