Astro Industry Analysis

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Astro, which is an acronym for All-Asian Satellite Television and Radio Operator is a Malaysian Direct Broadcast Satellite (DBS) Pay TV service. It emits digital satellite television and radio to families in Brunei, Indonesia and Malaysia. In the past, the TV broadcasting industry was introduced to Malaysia in 1963, six years after Malaysia's independence. During this time, all broadcasting services were provided by the government with channels such as TV1, TV2 and TV3. Astro then entered in 1996 as Malaysia's second (2nd) pay-tv service. The first was Mega Tv which eventually stopped all broadcasting due to financial problems. Astro only had to face competitors In 2005 when MiTV and Fine TV entered the pay-tv scene but both struggled to compete…show more content…
Malaysia is known as one of the most diverse countries in the world. With various races such as Malays, Chinese, Indians and many others living in their own respective households with their own cultures and upbringings. For a broadcasting industry such as Astro, this is the best case scenario because it means they can broadcast more channels to suit all their multi-racial subscriber's demands. For example, Astro has specific channels that only show hindi movies all day long for those who can't get enough of their Hindi drama's. Astro Vellithirai is the first 24 hour Tamil movie channel on the Astro platform. Race is not the only demographic component that Astro has taken advantage of. With a vast audience ranging from minors to senior citizens, Astro has learned to adapt and entertain viewers of all ages. There are channels such as Nickelodeon, Cartoon Network that broadcasts family friendly cartoons all day for young kids to enjoy. In addition to that, Astro has not forgotten to include educational channels such as Astro Tutor TV which helps UPSR students revise for their exams. For the movie buffs, There are channels such as HBO, Cinemax, Star Movies that shows the latest and most popular movies of today and also the past. Not only that, Astro also has 24 hour non-stop News broadcasting channels such as Al-Jazeera, CNN, BBC that provides all current happenings from around the…show more content…
Astro being a broadcasting company, It is more of a luxury instead of a necessity to have in a household. In certain areas such as KL where majority of the population are middle to high classed, Astro would thrive in those areas mainly because the cost of installation barely affects them. However, in rural areas where the level of income is not as high as compared to citizens in the city, Astro might not be able to attract customers to buy their services. With that being said, Astro has managed to overcome this obstacle by creating different kinds of packages at affordable prices to ensure that their services expand to all areas. For family households , Astro has introduced Astro's Family pack which includes 40 amazing channels for only RM1.33 a day. For those who are only interested sports and supporting their team, Astro's Sports Bundle is available to bring you front row seats to all preferred sporting events for only RM 82.95/ month. These along with other packages are available to suit all their customer's demands at an affordable

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