The broadcaster has also just rolled out a full-scale campaign in neighbouring Indonesia around the launch of its new service, offering 48 channels.
The campaign is predominantly aimed at building awareness among residential subscribers in an underdeveloped market -- pay-TV currently accounts for 0.7 per cent of TV households -- and communicates to potential subscribers that Astro provides education, inspiration and entertainment to the whole family.
The push consists of 60- and 30-second TV spots, print ads in the local press, radio and extensive outdoor materials which all push the 'Astro colours your life' tagline.
According to Nelia Sutrisno, president of Astro Indonesia, the network's strategy is to provide exclusively-produced quality local channels reflecting the life and aspirations of Indonesian viewers, deliver international channels exclusive to Astro and localise these channels through dubbing or subtitles.
Astro picks Euro for forthcoming launch of PVRs
Malaysian pay-TV station Astro has awarded Euro RSCG the business to handle the launch of its personal video recorder after a pitch against long-standing incumbentY&R,.