Astro Malaysia has launched Tribe, a differentiated over-the-top (OTT) online video service for the region.
Tribe will seek complementary partnerships with local telecommunications and media companies in each market, to jointly build on customer reach, and relationships, whilst leveraging on combined invested platforms and technologies, to deliver a greater customer experience, the company said.
Astro is also working with Axiata Digital Services which is launching initially in Indonesia today.
Dato’ Rohana Rozhan (pictured), group chief executive officer of Astro said: “Today marks a new milestone for Astro with the launch of Tribe, our OTT service for the ASEAN video consumers. Tribe is premised on Astro’s aspiration to build on our customer reach and content scale, leveraging on our experience in serving our diverse customers and marketplace.”
“It remains our commitment to build on our vernacular capabilities, and signature IP’s, as Astro, as well as in collaboration with key partners regionally and internationally.”
Iskandar Samad, CEO of Tribe said, it is all about building a community of fans around the most popular content genres, particularly in the younger demographic.
“Consumers of today are highly mobile and socially connected; we intend to build a relevant social connection between users through the content they consume. Social media is already the new water cooler, and we want our content to be at the centre of that dialogue.”
Tribe aims to offer mobile-first, allowing content consumption anytime, anywhere. It will deliver highly tailored content, combining both live and on demand, with the aim to provide the compelling content that will resonate with consumers in each target market.
For Indonesia, Tribe will start by offering live and on demand content for Korean fans, sports fans and Asian movie buffs. Sports fans will be able to enjoy live sports content through Fox Sports 1, 2 and 3, which will include coverage of MotoGP, Bundesliga, Formula 1, UFC and BWF (Badminton) events.
Korean entertainment fans will also be able to catch the latest K-entertainment within hours of their world premiere on Oh!K and soon, live K-pop music events on Channel M from Korea. Movie buffs will also not be disappointed; Tribe will offer a selection of Asian and Indonesian films in various genres of horror, action and drama.”
“We are working on personalised discovery and recommendation, and will progressively add features such as download to-go and integrated social media engagement over the coming months. We are also developing exciting plans to launch Tribe in a number of other markets within this year”, Iskandar adds.