Astro gets aggressive with content strategy, partners Turner & CJ

Astro has been ramping up its efforts to provide local content to its users. It has partnered up with various content producers and filmmakers to produce and distribute Asian-themed originals.

Meanwhile, in an effort to strengthen its foothold in the local content space, Astro and Turner Asia Pacific have widened their collaboration with the formation of a joint venture(JV) on Warner TV. The JV comprises co-ownership, co-production of Asian content for global reach, distribution of Astro content, and carriage of the channel on Astro and Tribe.

Moreover, Astro has also entered into a strategic partnership with CJ E&M (CJ), Korean content and media company, for co-production of signature and original IPs for ASEAN, marketing and distribution of Korean content. It has also partnered up with the company for e-sports and on-ground events.

“Our focus is to deepen our involvement in content creation and ownership, particularly in Asian IPs, which will be increasingly pivotal in a market that values strong differentiation. We believe these IPs anchor our value proposition, and are ultimately what customers want and are willing to pay for," Henry Tan, COO of Astro, said.

"We are enhancing the exportability of signature IPs, and are actively seeking distribution in multiple markets through partnerships, as well as our own platforms, such as Astro in Malaysia and Tribe in the region," he added.