Malaysia’s Astro Ramps Up Local Output

November 30, 2010 World Screen
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PREMIUM: Zainir Aminullah, executive director of Astro Entertainment, tells World Screen about how the Malaysian platform is investing in local content, as well as acquired formats and finished programs, for its large portfolio of networks.

 
WS: Tell us about the breadth of the overall Astro Entertainment slate of channels.
AMINULLAH: Astro Entertainment is the region’s leading player in content creation, aggregation and distribution. Today over 12 million viewers in Malaysia enjoy our content, which is predominantly targeted towards the Malay-language segment across nine Astro -branded channels: Astro RIA, Astro PRIMA, Astro OASIS, Astro CERIA, Astro AWANI, Astro WARNA, Astro CITRA, Astro HITZ TV and Astro ARENA.
 
WS: How much content are you producing locally for these services, and how much are you acquiring from the international market?
AMINULLAH: Since its inception, the company continues to invest in local and localized content to be relevant to the evolving marketplace. As such, the company has more than doubled its first-run transmission hours for local content from 1,700 hours in 2007 to 3,900 hours in 2008 and 6,062 hours by the end of FY10.   
Acquisition of foreign content is minimal as these channels are catered for the Malay-language segment. We are committed to localization of foreign content by way of repurposing the format to suit the needs of the Malaysian viewers, subtitling, dubbing or use of local talents.
A recent success story is the homegrown format for Imam Muda, which has garnered international recognition. We are still focusing on developing own local unique and compelling formats. Imam Muda is a good example of a potential format that can be adapted internationally. Otherwise, we will still be on the lookout for compelling entertainment formats that we can adapt for the local market.
The only finished shows acquired would be foreign movies for Astro Citra, which plays predominantly local movies (70/30 split). We also buy foreign series, especially for Ceria.
For format purchases, we mainly acquire variety and reality, however we continue to explore scripted to be versioned into local language. In addition, we are beginning to acquire and produce web and mobile-specific content.
 
WS: Are there any particular kinds of shows you are looking to acquire or commission?
AMINULLAH: Our viewers are becoming [more] discerning now and they will demand quality and unique content, so our task is to be on the lookout for formats that will grab the attention of our viewers.
 
WS: Are you planning any additions to the Astro Entertainment bouquet?
AMINULLAH: Locally, we are focusing on content development growth. Investments include upgrades to [our] production setup, manpower skills and new-media development. 
TV stations are taking content to where youths are by leveraging the rise of technology, using the internet to complement their programming efforts. TV can now reach out to a wider audience with catch-up TV and web-exclusive series. Viewers are now also searching for content online.
The introduction of HDTV has also taken Malaysian viewers to a new level in media consumption. They now know what is available and what to expect. The demand of HD content is expected to grow rapidly as most Malaysians expect the most from their investments.
Close to 40 percent of Astro’s existing customer base are currently on HD-ready TVs.
In keeping with next-generation technology, we have also brought our viewers signature content in HD like the finals of Akademi Fantasia (Malaysia’s top reality singing program), the finals of the Thomas Cup and many other programs.
Our 24-hour local sports channel Astro ARENA has forged great strides in helping to develop the local sports industry. For the first time, Malaysian athletes and Malaysian sports leagues are given wide coverage, and this is one of the ways ARENA will be doing its part to increase the awareness and interest in local sports.
After the success of the Thomas and Uber Cup coverage this year, the ARENA production team was asked to act as host broadcaster for badminton at the Commonwealth Games in Delhi. That’s the first time since the ’98 KL games that a Malaysian crew has been asked to take on that kind of role at any major games.
Regionally, AESB will continue to expand its regional footprint into other countries such as the Netherlands, Vietnam and Singapore.