Astro Ceria

COUNTRY: Malaysia

LAUNCH DATE: August 31, 2006

OWNERSHIP: Astro Entertainment, a division of Malaysian pay-TV platform Astro, which is owned by media conglomerate Astro All Asia Networks

DISTRIBUTION: Distributed on Astro, reaching 2.76 million subscribers

TARGET DEMOGRAPHIC: Astro targets kids aged 4 to 14, focusing in on the 7-to-11 set.

MARKET SHARE: On the Astro platform, Astro Ceria averages a 55-percent share among 4- to 14-year-olds and a 7-percent average in the entire 6-plus segment.

REVENUE MODEL: Advertising and subscription

SENIOR MANAGEMENT:
Senior VP, Astro Entertainment: Zainir Aminullah
VP, Astro Entertainment: Kartik Chintamani
General Manager, Astro Ceria, Astro Warna: Naresh Ramnath
Channel Manager, Astro Ceria: Azlin Reza Azmi

CONTACT: (603) 8949-5987, azlin_azmi@astro.com.my

WEBSITE: www.astro.com.my/astroceria

TOP-RATING SHOWS: The locally produced titles Tom Tom Bak, Geng Bas Sekolah and Hikayat Putera Shazlan and the acquired shows Hagemaru and Digimon from Japan and Roary the Racing Car and Jim Jam and Sunny from the U.K.

ACQUIRED/ORIGINAL RATIO: 80:20

RECENT ACQUISITIONS: The Japanese anime series Asari-chan and Ultraman Cosmos and the Spanish import Papawa.

ORIGINAL PRODUCTIONS: Astro Ceria has commissioned an epic adventure drama, Belalang-Anakanda Nujum Di Raja, based on legendary Malaysian folk tales, seen through the eyes 10-year-old Belalang. It has also commissioned local outfit Inspidea to co-produce an animated series featuring Mat Kacau, a character made popular in the kids’ channel’s game show Gerak Geri Gasing.

PROGRAMMING STRATEGY: With its tagline "Untuk Kita Aje!" (Only For Us!), the Bahasa Malaysian-language Astro Ceria aims to be "a place where Malaysian kids have fun all the time," according to Azlin Reza Azmi, the channel manager. "It offers kids 24 hours of localized world-class animation and great local live-action programming. It provides a platform to inspire kids and express their point of view. Our core brand values are fun, friendship and family."

Ceria kicks its day off with acquired shows for preschoolers, stripped throughout the week during the morning schedule. Thereafter, "the channel showcases laughter and action animation throughout the day, which is well consumed by both the younger and older kids," Azmi says. "Fridays to Sundays are checker-boarded with a mix of our local productions and family-based acquired titles."

While Azmi says there is nothing specific on her wish list right now, she notes, "We’re always on the lookout for good programming. If there’s good content that comes our way and if it suits our brand values, then we will definitely be interested to have a look at it."

UPCOMING HIGHLIGHTS: The acquired shows Sid The Science Kid, Tensai Bakabon and Ozie Boo!, among others. In terms of local content, Azmi is excited for the launch of the new commission Belalang, as well as new seasons of Geng Bas Sekolah and Hikayat Putera Shazlan.