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Astro partners media house to monetise Malay and Islamic content

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Astro Malaysia and Malaysian media company Kumpulan Media Karangkraf (Karangkraf) have set up a joint venture to create and monetise content verticals. The two will also be looking to maximise monetisation potential from licensing, advertising expenditure, subscriptions and commerce in Malaysia, as well as the Nusantara region including Singapore, Brunei and Indonesia.Both companies, which entered into a memorandum of understanding will co-create a comprehensive line up of content IPs across Malay and Islamic verticals."The on-going trend of digital media consumption, paid or ads-supported, has expanded Astro’s addressable audience base in Malaysia considerably from households to individuals. Serving this diverse audience across a range of windows from theatrical, to TV and digital to commerce, requires a wider breadth of IPs in order to satisfy the unique needs of each consumer segment," Dato’ Rohana Rozhan, group CEO of Astro said.Today, the content industry in the Nusantara region commands a total addressable market of RM48 billion, which makes local vernacular and ASEAN content IPs, the new premium. Rozhan said the company now sees a rising demand for fresh and differentiated vernacular content across the Nusantara region, partly due to the proliferation of direct-to-consumer OTT platforms."In order to position ourselves as a key player in this space, we are strengthening our investments in signature vernacular and ASEAN IPs, to be more relevant to a regional audience," she said.By tapping on Karangkraf, which is an established creative community amongst the Malay speaking community across its media assets, Astro said it wants to co-develop a strong line-up of content IPs and brands together and also to "leverage on each other’s strength to unlock new business opportunities to create Nusantara IPs that can travel not only in Malaysia but regionally,” Rozhan added.Dato’ Hussamuddin Hj. Yaacub, CEO of Karangkraf said, “The Karangkraf Group looks forward to a deeper cooperation with Astro, having worked on many campaigns previously, such as Projek Ngaji, Quran Hour and so on. With our combined reach, Astro is the right strategic partner to position our content IPs across multi platforms of TV, OTT and digital in Malaysia and beyond. The JV Co will enable our group to have an equity in a Malay content powerhouse with regional aspiration as well as diversify into new businesses and accelerate digital innovation.”At present, Astro is in 71% of Malaysian households, serving 21 million individuals on all screens, at home, live, on-the-go and on-demand while Karangkraf has 15 million readers across its print, magazine publications and online media assets.In May this year, Astro launched a new video streaming service, NJOI Now, to provide Malaysians free access to on-demand entertainment including box sets, live sports and breaking news. With that, all Malaysians can "NJOI" online and offline with access to over 2,200 titles of movie and drama box sets on all screens, at home and on individual mobiles. 

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