Astro and China’s iQIYI tie-up for hip-hop reality show

Astro has partnered with Chinese online video platform iQIYI for its hip-hop reality show The Rap of China, which will be available on TV in July 2018.

Under the partnership, aspiring Malaysian rappers can also audition for the show as part of The Rap of China global audition, which will also see other sessions held in countries such as Australia and North America. The winner will represent Malaysia and take the stage of The Rap of China, engaging in rap battles in front of a panel of celebrity judges, including Chinese rapper Kris Wu and America hip-hop trio Migos.

A+M has reached out to Astro for additional comments.

According to Astro’s VP for Chinese customer business, Wong Siah Ping, the partnership is testament to its commitment towards enabling Malaysians to access to Chinese premium content at their convenience.

“Astro is a strategic partner for us, as the media group is no stranger to Chinese entertainment. We are delighted to partner with Astro to deliver more premium Chinese content to the audience in Malaysia through its TV, digital and OTT platforms,” iQIYI’s VP Chen Xiao said.

Earlier this year, the company recorded a revenue of RM5.53 billion for the year ended 31 January 2018 (FY2018), a 1% drop year-on-year (yoy). Astro’s content cost for FY2018 was RM1.6 billion, forming 33% of its TV revenue.

Recently, its digital marketing arm Blaze Digital and Grup Majalah Karangkraf partnered to create Malaysia’s largest Malay digital content network. This follows the completion of Astro’s joint venture with Karangkraf, the newly formed unit at Nu Ideaktiv.

(Photo courtesy: 123RF)

Read More News