Genius Digital’s Insight Platform has been deployed by Malaysian media broadcaster Astro to provide real-time audience behaviour data to enable the operator to deliver more compelling and profitable TV services.
Astro is the first Asian service provider to adopt the Insight Platform, which captures, analyses and applies viewer data across a variety of platforms and devices.
Along with the company’s data science team, the platform has provided Astro with solutions including: thematic content strategy for video-on-demand (VOD); gaining insights from content consumption on the Astro on the Go multiscreen service; provide data-derived insights so Astro can formulate strategies to drive an increase in numbers of connected set-top boxes (STBs); and optimise take-up of Astro’s new OD on-demand service.
Tom Weiss, CEO of Genius Digital, a subsidiary of GfK, comments: “We’re delighted with the work we’ve done with Astro. It is a great validation of the Genius Digital model, which combines world leading technology that helps operators to access their data, and the data science know-how to help them to properly act on it.”
He adds: “In an era where viewers have greater content choices than ever, it is imperative for TV providers to understand how their audience is interacting and engaging with their services. If they don’t, they risk losing out to those that do. By providing Astro with a true understanding of audience activity, we are arming the company with the tools they need to continue to grow a successful and profitable TV business in a highly competitive TV market.”
Astro delivers over 180 TV channels to its customer base of 4.7 million households in Malaysia and South East Asia via direct-to-home (DTH) satellite TV, IPTV and over-the-top (OTT) platforms.
The deployment with the operator marks the fourth continent within which Genius Digital is operating; it has already rolled out services in the Middle East and North America, Europe and Russia.
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