Astro Leadership Profile

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Introduction This report analyses on Astro Malaysia Holdings Berhad, Malaysia’s dominant cross-media company with important roles in Direct-To-Home (DTH) television services, commercial radio as well as television programming (Accountable, 2010). It was founded by Malaysia’s second richest man, Tan Sri Tatparanandam Ananda Krishnan, on the 1st of June, 1996 (Asia-Pacific Broadcasting Union, 2011). Astro is the abbreviation for All-Asian Satellite Television and Radio Operator and is based in Kuala Lumpur, Malaysia (Prezi Inc, 2015). In 1996, Astro started with only 22 channels and 8 radio stations (Moh, 2009). Presently, Astro offers 183 television channels, whereby 53 of the channels are of High Definition (HD), and approximately 66 percent…show more content…
Intelligence trait is when a leader has adequate education and experience to run a company and lead it to success (Shead, 2010). Dato’ Rohana Rozhan studied Accounting and Economics at the University of Kent, United Kingdom and she is also a member of the Chartered Institute of Management Accountants (CIMA) and the Malaysian Institute of Accountants (MIA). Furthermore, she has also completed the Advanced Management Program at Harvard Business School in the United Stated of America (Endeavor Malaysia, 2016). This shows how Astro is fortunate to have a leader as knowledgeable as Dato’ Rohana Rozhan to lead the company and make relevant choices for…show more content…
Contingency theory studies on the importance of the leader’s personality along with the situation in which the leader manages (Tallinn University, 2009). Moreover, under that theory, there is the Situational Leadership Theory, which is a short term for Hersey & Blanchard’s Situational Leadership Theory, which suggests that leaders should adopt a leadership style that best fits the needs of the followers (Rabarison, et al., 2013). Dr. Paul Hersey and Ken Blanchard created a model to explain four different leadership styles based relationship and task behaviour, which are Telling, Selling, Participating and Delegating (Grimsley, 2003). Among the four leadership styles, Astro falls into the Selling style, where both relationship and task behaviour are equally high. In Selling, most directions are given by the leader and within that, there is an attempt at convincing the followers to do the task by providing social and emotional support (Doyle & Smith, 2013). Taking for instance, the service interruption of Astro due to a fire at their Bukit Jalil facility on the 24th August 2014, 78 channels was impacted but Astro staffs’ safety was a priority in evacuating the building (MalaysianDigest, 2014). After the fire was cleared, the staffs were allowed back into

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