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Astro Radio taps into Bangladeshi community in MY through audio app tie-up

Astro Radio taps into Bangladeshi community in MY through audio app tie-up

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Bangladeshi radio and digital audio content provider, Radio Today, has appointed Astro Radio as its representative for BONDHU, a 24-hour digital radio app for the Bangladeshi community in Malaysia. BONDHU, which means ‘friend’, will provide listeners with music, specially curated Bengali content, and the latest news and updates from Malaysia and Bangladesh. In a statement to A+M, a spokesperson from Astro said it is tasked with marketing and sales for BONDHU, while Radio Today curates the content. Telco service U Mobile also joins this partnership as a sponsor, and U Mobile customers on unlimited weekly and monthly internet plans can enjoy unlimited streaming on the BONDHU app.

Jeyapuvan Somasundram, vice president, Astro Media Solutions said besides offering content for the local Bangladeshi community, BONDHU also offers advertising and sponsorship opportunities for businesses to reach and engage with the Bengali-speaking community, which is largely an untapped segment in Malaysia. Through the app, businesses can explore advertising opportunities on the app and its social media platforms such as audio commercials, integrated talksets, digital banners, social media advertisements and more. BONDHU's content is available through its app, web player, and on its Facebook page. Astro's spokesperson also told A+M that various digital strategies are in place to promote BONDHU. The spokesperson declined to comment on the specific strategies.

The BONDHU app will provide localised entertainment on the daily segments such as "Morning Vibes", "Afternoon Café", "BONDHU Adda" (gossip with friends) and "Raat Voor Gaan" (back-to-back songs). It will also feature the latest promotions from both local and international brands in Malaysia, health tips, weather updates, the latest movie news, and variety of other topics. The ‘BONDHU Adda’ segment will engage with its viewers from 7pm to 12am daily, and will also be streamed real-time on Facebook Live. 

Rafiqul Haque, managing director, Radio Today, said BONDHU's content will also feature public service announcements and other social messaging. He added that the app is designed to keep Bangladeshis living in Malaysia in touch with information from both Malaysia and back home. Somasundram said: "Bangladeshis in Malaysia are active social media users, with insights indicating between 700,000 to 800,000 local Bengali-speakers are active on Facebook. Through our multi-platform approach, users will recognise this brand as a bondhu away from home." 

Astro reported a dip in ad revenue to RM172.3 million from RM196 million during the fourth quarter of the financial year ended 31 January (Q4 2020). According to its financial statement, its Q4 advertising revenue for TV in particular, dipped 18% from RM116.6 million to RM95.3 million. The dip in advertising revenue, along with subscription revenue (-9%), production revenue, and sales of programming rights led to the decrease. Meanwhile on the radio front, revenue for the segment in Q4 2020 dipped 3.4% to RM77 million due to "the unfavorable operating environment leading to lower advertising spend".

Related Articles:
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Initiative Malaysia MD Kristine Ong joins Astro
Astro and iQIYI partner to roll out first streaming app outside of Chinanew

 

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