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Astro unveils On-The-Go

Astro Malaysia Holdings Sdn Bhd is targeting to penetrate 65% of households in Malaysia with its new service, Astro On-The-Go, which delivers non-stop entertainment on smartphones, tablets and laptops.

Currently, Astro’s penetration in Malaysia is between 50% and 51%, with 3.1 million customers.

Chief executive officer Datuk Rohana Rozhan said Astro would capture the remaining market with Njoi, its subscription-free satellite television (TV) service. Njoi is available for all consumers nationwide, offering 18 TV and 19 radio channels.

She said the new service was an extension of value to Astro’s customers. At the moment, there are 11 channels available. Astro On-The-Go addresses the video-on-demand element. Once it has been bought, with the entitlement period, customers can pick and choose where to watch it.

Astro On-The-Go will be launched in three phases, of which the first will see all existing Astro customers having a free preview until Aug 31.

The second phase, starting Sept 1, will see only Astro B.yond Internet protocol TV customers and those with more than one decoder entitled to the service. Astro On-The-Go will also be available to Android devices in this phase.

In the last phase, the service will be offered to all Astro customers and subsequently non-Astro customers by year-end.