1.
INTRODUCTION
1.1 Background of the department
Astro Malaysia Holdings Berhad was established in 1996. It was founded by Ananda Krishnan, a
prominent Malaysian businessman and billionaire. He is known for his significant contributions to
the media and telecommunications industries in Malaysia and for founding several other successful
enterprises. Astro started its operations as a direct-to-home satellite television service and has since
grown into a leading integrated consumer media entertainment group in Malaysia and Southeast
Asia. Astro Malaysia Holdings Berhad is a leading integrated consumer media entertainment group
in Malaysia and Southeast Asia. It operates the country’s largest pay-tv service and offers a variety of
content delivery platforms including direct-to-home satellite, IPTV, and OTT.
Astro’s vision is outlined in the company's strategic priorities and annual reports. Astro wants to be
the top entertainment destination in Malaysia by offering consumers the greatest local, regional,
and worldwide content and generating long-term value for all parties involved. Astro aims to be a
leading content and consumer company in ASEAN, enriching lives through compelling content and
innovative technology.
Astro's mission focuses on providing the best in entertainment, information, and education by
leveraging its expertise in content creation, aggregation, and distribution. Astro also want to
completely create, delight, disrupt and inspire the growing listeners. They are committed to making
a difference every day and creating amazing experiences for Malaysians; continually getting better to
keep listeners the best.
Astro has several key objectives that guide its operations and strategic priorities. Here are the main
objectives:
i. Content
Champion local content: Astro aims to promote and support local content
creation, particularly in the film industry, to contribute to the sustainability
of the local media industry.
ii. Customer Experience & Technology
Enhance customer experience: Astro prioritizes enhancing customer
experience through digital technologies, such as hybrid Ultra and Ulti Boxes,
and personalized user interfaces to provide seamless access to content
across multiple platforms.
iii. Sustainability
Reduce carbon emissions: Astro aims to reduce its carbon footprint by
adopting sustainable practices and promoting environmental responsibility.
iv. Education for All
Supplementary learning content: Astro provides supplementary
learning content and initiatives to support equal access to education for
all.
Astro Malaysia Holdings Berhad's core competencies are:
i. Content creation and aggregation: Astro produces 12,600 hours of compelling
local content annually and aggregates content rights from partners to distribute
across its platforms.
ii. Multiplatform content distribution: Astro has strong broadcast and digital
capabilities to distribute content across TV, OTT, digital, radio and commerce
platforms with extensive market reach throughout Malaysia.
iii. Household and individual entertainment: Astro is reaffirming its capabilities in
the core household business while enhancing offerings for individuals through
OTT, digital brands and radio. It provides entertainment and lifestyle platforms
such as Pay TV, NJOI and Astro GO.
Organization Chart
Figure 1 Astro Malaysia Holdings Berhad's organization chart
Astro employs a variety of equipment and technologies to support its operations, including:
i. Broadcasting equipment: Satellite uplinks, transponders, and broadcast
automation systems.
ii. Content production tools: Cameras, editing suites, and production studios.
iii. IT infrastructure: Servers, data centres, and cloud computing platforms.
iv. Customer service tools: CRM systems and customer support software.
v. Digital platforms: Mobile apps, streaming services, and over-the-top (OTT)
platforms.
Other resources:
i. Content libraries: Extensive collections of local and international TV shows,
movies, and sports content.
ii. Partnerships: Collaborations with global content providers and technology
partners.
iii. R&D investments: Ongoing investments in research and development to stay
ahead in technology and content trends.
1.2 Internal and external customers
Astro Malaysia Holdings Berhad has several internal customers who are critical to its operations and
success. These internal customers include:
i. Employees: Astro Malaysia Holdings Berhad employs around 3,623 people, who
are its internal customers. These employees are responsible for various
functions such as content creation, broadcasting, marketing, and customer
service. They rely on the company's IT infrastructure, software, and services to
perform their tasks efficiently and effectively.
ii. IT and technology teams: The IT and technology teams within Astro Malaysia
Holdings Berhad are internal customers who manage and maintain the
company's IT infrastructure, software, and services. They ensure that the
company's systems and applications are running smoothly and efficiently,
supporting the various business functions.
iii. Marketing and advertising teams: Astro Malaysia Holdings Berhad's marketing
and advertising teams are internal customers who rely on the company's IT
infrastructure and software to manage and execute their campaigns.
iv. Customer Service and Support Teams: The customer service and support teams
within Astro Malaysia Holdings Berhad are internal customers who interact with
customers and resolve their issues. They rely on the company's IT infrastructure
and software to manage customer inquiries and provide effective support.
These external customers include:
i. Subscribers: Astro Malaysia Holdings Berhad serves 5.3 million homes or 67% of
Malaysian TV households through its various television services, including Astro
Pay-Tv, NJOI, and Sooka. These subscribers are the primary external customers,
relying on Astro for entertainment and information.
ii. Enterprise customers: Astro Malaysia Holdings Berhad also serves 8,400
enterprises with its business solutions, including broadband and content
services. These enterprises are external customers who rely on Astro for their
business needs.
iii. Advertising clients: Astro Malaysia Holdings Berhad offers advertising solutions
to clients through its Addressable Advertising platform, which provides targeted
TV advertising. These advertising clients are external customers who use Astro's
services to reach their target audiences.
iv. Content partners: Astro Malaysia Holdings Berhad partners with various content
providers, including Netflix, Disney+, Hotstar, HBO GO, iQIYI, TVB Anywhere+,
beIN SPORTS CONNECT, BBC Player, Viu, and ZEE5, to offer a diverse range of
content to its customers.
1.3 Core processes
Astro Malaysia Holdings Berhad’s core processes, particularly in the context of their pivot to a
digital, streaming-first company, include:
i. Content creation and aggregation: Astro Malaysia Holdings Berhad produces
and acquires content for its various platforms, including television, radio, and
digital. This process involves identifying and developing original content, as well
as licensing content from third-party providers.
ii. Content distribution: Astro Malaysia Holdings Berhad distributes its content
through various channels, including satellite television, over-the-top (OTT)
platforms, and digital platforms. This process involves managing the technical
infrastructure required for content delivery, such as satellite transponders and
content delivery networks.
iii. Customer acquisition and retention: Astro Malaysia Holdings Berhad focuses on
acquiring and retaining customers for its various services, including pay-tv, NJOI,
and Astro Go. This process involves marketing and promotional activities, as well
as providing high-quality customer service.
iv. Commerce and lifestyle: Astro Malaysia Holdings Berhad offers commerce and
lifestyle services through its Go Shop platform, which provides a range of
household items and lifestyle products. This process involves curating and
sourcing products, managing inventory and logistics, and engaging with
customers through various channels.
v. Radio broadcasting: Astro Malaysia Holdings Berhad operates several radio
stations and provides radio broadcasting services through its SYOK application.
This process involves producing and delivering radio content, as well as
managing the technical infrastructure required for radio broadcasting.
