Amagi, the provider of cloud-based SaaS technology for broadcast and connected TV has announced a partnership with Malaysian media and entertainment company, Astro, to support the launch of Free Ad-supported Streaming TV (FAST) services on Sooka, Astro’s standalone streaming service for millennials. The service will host local content, live sports and a collection of specially curated global content acquired through Amagi’s end-to-end content marketplace – Amagi CONNECT.
“Astro continues their leadership position in the broadcast and media market in Southeast Asia. Their foray into FAST paves the way for wider adoption by content partners and platforms in the region,” said Srinivasan KA, Co-founder & Chief Revenue Officer of Amagi. “With global interest surging in Free Ad-Supported Streaming TV, Amagi is thrilled to be Sooka’s launch partner, delivering captivating international content to Malaysian audiences.”
Astro’s entry into the world of FAST marks a transformative shift in the Asian content market, as the renowned Pay TV and subscription-based streaming provider through its standalone streaming app, Sooka embraces digital ad-based content consumption. Sooka currently has 3.5 million app downloads driven by LIVE sports such as the Premier League and Liga Malaysia in addition to various local entertainment content and LIVE signature shows such as Kau vs Aku, Gegar Vaganza, Andai Itu Takdirnya and Derhaka Sebuah Cinta.
“Sooka is pleased to partner with Amagi to bring more free content to its customers via FAST channels, which are a valuable compliment to the linear TV channels and on demand streaming options as part of our holistic multi-screen media plan. Sooka customers can now enjoy 3 FAST channels which are K-Popcorn, ESport TV and Carbon TV with more FAST channels launching within this year,” said Chu Young Lee, Director, Sooka & NJOI, Astro. “Amagi’s deep knowledge of the FAST ecosystem along with their leadership in content creation, distribution and monetisation for FAST has been invaluable to us. Amagi has helped us successfully launch the chosen FAST channels, reducing valuable time to market.”