APOS Spotlight: Astro

The Astro pay-TV offering delivers to its customers “premium and differentiated content” in HD and on-demand, says Astro CEO Henry Tan.

There’s also the “freemium” service NJOI. “I believe NJOI will continue to grow because it’s a very simple and compelling proposition,” he says. “You pay for the box and install it, and then can enjoy close to 40 different channel offerings, with options to purchase skinny bundles to access premium content.”

Astro is producing around 12,000 hours of local and original content annually. “This is our strong differentiator,” Tan says. “A lot of our counterparts in the region are just platforms. We are not just a platform; we are also a content producer, and a lot of our own IPs are now our flagships.” Astro teamed up with HBO Asia for the original The Garden of Evening Mists.

“We believe that collaboration with like-minded partners is a good way to produce content for the Asian audience,” Tan says.