Astro MY and Muslim Pro join forces to improve focus on Muslim content

Astro Malaysia Holdings has joined forces with Qalbox by Muslim Pro, an entertainment streaming service known for its global Muslim content, in order to exclusively stream Muslim-focused content in Malaysia, according to a statement by Astro.

The strategic alliance is in line with Muslim Pro’s aim of becoming the digital home for all things Muslim and offers Astro’s customers a greater selection of enriching Muslim-centric content, elevating the entertainment experience for viewers across the country.

The partnership was announced by the app’s co-CEOs from Bitsmedia, Nik Emir Din and Fara Abdullah, along with Astro's group chief financial officer, Shafiq Abdul Jabbar, and director of content, Agnes Rozario.

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With this collaboration, Qalbox will be available on all Astro Ultra and Ulti Boxes as an add-on, offering an extensive array of content for the Muslim community.

It was initially launched in Kuala Lumpur in December 2022, in a bid to acknowledge Malaysia’s young and tech-savvy Muslim population, as well as the government’s vision of establishing Malaysia as a tech hub for Islamic content. One of the ways in which Qalbox involves and represents young Muslims is by showcasing Muslim identities and how faith is integrated in the everyday lifestyles of Muslims via a comprehensive scope of genres.

​​The latest collaboration with Astro, according to a release to the press, further strengthens Muslim Pro’s dedication to serving the Muslim community in Malaysia by enhancing accessibility for users. This partnership aims to enable a more dedicated and seamless experience, ensuring that Muslim-focused content is readily available to a wider audience, enriching the entertainment landscape in Malaysia.

“We are thrilled to collaborate with Astro, Malaysia’s leading entertainment provider, to expand Qalbox's reach and impact within the Malaysian audience,” said Fara Abdullah, co-CEO of Muslim Pro. “Through this partnership, our vision of establishing ourselves as a global Muslim content and entertainment hub and providing a platform for Muslim creatives and filmmakers becomes more concrete. With our diverse content offerings, we are confident that Qalbox will deeply resonate with the Malaysian audience, delivering an unparalleled entertainment experience,” she added.

Shafiq Abdul Jabbar, Astro's group chief financial officer said that the introduction of Qalbox on Astro further enriches its suite of apps. “We are delighted to have this venture with Muslim Pro, the world’s most popular Muslim lifestyle app, and believe this will further complement Astro’s robust content offering, from Astro Signatures and Astro Originals, to the best in live sport and news, to children’s animation and now the rich diversity of Muslim cultures globally, all within a simple touch of a button.”

Astro undoubtedly seems dedicated to its mission to uplift and encourage the creation of more local content. Earlier this year, Astro announced that it has plans to invest RM300 million in local content for the financial year. Astro’s group CEO, Euan Smith said that Astro has invested RM308 million in local content for the financial year of 2023, which is an 11% increase from the previous year. He added that Astro is focusing on providing customers with better value bundles which they can access all in one place, with the aim of addressing viewers’ diverse preferences.

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