Astro AEC celebrates 20th anniversary with stronger branding

Malaysia’s Chinese language channel, Astro AEC celebrated its 20th anniversary with a stronger branding of the channel, including a new line up of local content and digital initiatives on all screens. This is to cater to the increasingly digital lifestyle of its viewers.Astro will continue to deepen and differentiate its Chinese content vertical with new signature IPs and a new sitcom starring Astro’s talents and web celebrities. The content will be available on TV and via live streaming on mobile and online, targeting the younger audience and their digital lifestyles. Another content IP, Asian Battleground will once again go beyond Malaysia to host auditions across Asia.Astro AEC will further reinforce its capabilities across web and mobile with a plan to introduce a Chinese news and infotainment portal in the months to come. In addition, Chinese entertainment portal XUAN will be refreshed by bringing more digital content, from celebrity news and showbiz headlines, to K-pop news and lifestyles.TH Chong, Astro Malaysia’s group director of media sales, said, “Over two decades, Astro AEC has become a pillar of the Malaysian Chinese community, in keeping with its continuous commitment of sharing information, appreciating culture and celebrating education achievements across our TV, radio and digital platforms. With proven results in our content-centric multi-platform solution, strong brand integration and digital-first initiatives, our team remains focused on continuing to expand our horizon and evolve our offering, together with our esteemed advertisers and agencies.”