KUALA LUMPUR: Astro Malaysia Holdings Bhd views its partnership with Netflix and new subscription packages to be its biggest draw to customers.

       Astro’s group chief operating officer and chief executive officer for television operations Euan Smith said that the group would be able to draw in customers with the United States-listed over-the-top (OTT) streamer’s huge additional content.

       “It’s all about how to drive more value and how to let OTT streamers do their own thing at their level.

       “We can offer a super aggregation and they will receive value because of the huge amount of Malaysian eyeballs that we have on our TV screen and boxes,” he told reporters on the sidelines of the launch of its all-new Astro experience.

       With Netflix’s streaming services, Smith expects a “good subscriber uptake” from new subscription packages at “attractive” prices.

       “When we did the whole subscription packages, we looked at what others are charging in the market. So we created a package in a bundle that offers better value than the standalone piece.

       “If you are going to put a premium high-quality content, Netflix is the one you start with.

       “The volume of high-quality programming it does is second to none.

       “We are delighted to be partnering with Netflix to bring its great content slate through Astro as part of a one-stop entertainment centre,” he said.

       Smith added that the exciting new features on the Ultra Box would allow its customers to enjoy more of their favourite local shows and live sports and now includes all of Netflix’s originals, films and documentaries.

       “This exciting new addition comes alongside our ongoing collaborations with Disney+ Hotstar, HBO GO, iQIYI and TVBAnywhere+, with more streaming partners to be announced in the months ahead,” he said.

       Astro has a customer base of around 5.7 million in Malaysia.

       Meanwhile, Netflix Asia Pacific’s vice-president for business development Tony Zameczkowski said through the partnership with Astro, more Malaysians would be able to experience and enjoy its entire catalogue.

       “We are thrilled to bring an elevated multi-device entertainment experience to more Malaysians,” he added.

       Besides this, Smith said that Astro recently inked a deal with Telekom Malaysia Bhd, which allows it to take a step in offering its broadband Internet service.

       “When we build that, it allows us to offer differentiated service, whether that differentiation is through the product or pricing and also enables us to control the whole customer service experience inside the Astro tent,” he said.