Everyone in Malaysia and the surrounding regions know who Astro is. In fact, the satellite television company has taken the media industry by storm since it was launched and has been growing steadily with new and more exciting channels and programmes over the years. Since then, Astro has continued to offer more options not only for viewers but more notably for advertisers and marketers alike.
More channels, more choices
With more channels that span across a wide variety of areas and segments, companies like Astro has created a whole new environment for advertisers as well as a lot more options for agencies to plan for their clients’ campaigns and such. This means that advertising on traditional TV has taken paradigm shift which has become more focused and effective.
Not just Astro
It must be noted that Astro is no longer the only media owner who offer a variety of channels as there are newer players like HyppTV which is operated by TM, FineTV and DETV as well as the an ABN Cable TV operator which was launched not too long ago. Such a scenario means that there will be more than channels going around for advertisers and marketers to choose from in the near future.
How strong is Astro?
Satellite television companies like Astro has a unique platform by which the company is able to ‘control’ their viewership based on the channels that they offer. Unlike FTA (Free-To-Air) television channels, Astro’s offerings are more focused and definitely a lot more targeted that offer very unique opportunities for advertising.
Changing the FTA scenario
Before Astro, the cost for advertising spots for television is very high. This is because there were very limited advertising spots on FTA channels where marketers and advertisers are ‘fighting’ for spots. This is then translated to having too frequent commercial breaks and too many commercials being aired throughout the day. After all, there are only 24 hours in a day and very limited channels around.
When that happens, viewers are given ‘no choice’ but to endure the endless advertising and commercial breaks over a single programme. As such, FTA television became less popular. With Astro entering the market, the scenario changed tremendously. Viewers are back watching more TV and spending more hours in front of the set.
Through FTA channels, there are certain hours and segments of the day which are catered for a specific viewer group but with satellite television, advertisers are spoilt for choice because they can now decide which segment they want to target and then place their ads in the respective channels.
Among the most popular channels offered by Astro are:
- Astro Hua Hee Dai, a Hokkien language channel
- Fox Sports and their Astro Supersports channels that provide live football and racing programmes
- Li and Diva which are lifestyle and entertainment channels that are very popular choices among viewers
- More newer channels have since entered the market like GoAsean which is one which is totally dedicated to travelling around the Asean region
- HBO and Fox Movies – two top movie channels which bring the latest blockbusters and popular movies
- AXN – Action-oriented channel which brings a lot of game shows, reality programmes and movies. Among its most highest watched programmes include Amazing Race Asia
The main positive about these channels is that advertisers can now pick and choose which market segment they are looking for and then placed their ads. If they are targeting the sporty and urban youth group, they can focus on the sports channels. If the advertiser is a detergent maker and targets the housewives and mothers, then the drama and series local language channels would be most appropriate.
This is a stark contrast as compared to FTA channels where the advertisers are scrambling and very much balloting for ad space in the already cramped up programmes. Through a single format programming channel, advertisers have the freedom of choice depending on their budget.
What’s in store for advertisers?
As an advertiser, the landscape has now changed tremendously. What you need to do now really is to engage an agency (media or advertising) to plan your campaign. With so many channels, genre and types to choose from, use the methodology that suits your campaign and work your way around your budget before deciding which channel to advertise in.
