Astro Malaysia Holdings Bhd is partnering with the Premier League to combat the rampant real-time piracy problem which has an impact on its subscriber numbers.
The Premier League will be launching its first anti-piracy campaign ‘Boot Out Piracy’ next week.
The advertising campaign, which will run across digital platforms, aims to raise awareness of the compromised viewing quality and the risks fans face when watching matches via illegal streams such as malware and ransomware, which often lead to data theft and fraud.
Premier League director of broadcasting Paul Molnar said: “Our Malaysian fanbase is extremely important to us and we have incredibly loyal supporters who follow the Premier League and our clubs each week.
“Astro has been a valued partner for more than a decade, offering comprehensive coverage of our matches and playing a huge role in engaging fans with the League, our clubs and players.
“We are pleased to be working together to launch a new campaign encouraging fans to enjoy the best Premier League viewing experience possible via official Astro broadcast channels.”
The new Premier League season kicks off on Sept 12 with Astro bringing 380 live matches.
Astro group COO and CEO, TV Euan Smith said: “Sports fans are some of our most engaged and enthusiastic viewers. With live sports making their return, Astro is back stronger and more excited than ever to serve Malaysian sports fans with the biggest sporting events from around the world.
And there’s no bigger and more exciting football league than the Premier League. Besides providing the most comprehensive coverage, we are taking football viewing to the next level with our Ultra Box and Broadband offering live matches in unparalleled 4K UHD.
We’re mindful that, as we navigate the ongoing global situation it is vital for Astro to find new ways to engage customers and sports fans virtually. We see headroom for growth in sports, and are pushing hard on new ways to drive value and revenue in the digital space.”
Astro Ultra Box subscribers will get to watch selected Premier League matches live in 4K UHD, which offers 4X more clarity than HD.
Bundling Ultra Box with Astro Broadband will enable interactivity and the ability to stream content on demand. The new Astro experience includes cloud recording, a fresh new user interface that works seamlessly across devices, improved content recommendations based on your sports viewing history, play from start of any live match and the ability to record multiple live sports events at the same time.
Astro head of sports CK Lee said: “Astro is constantly looking for new ways for fans to live out their passion for sports and engage with their sporting heroes. By going digital, we are able to offer moneycan’t-buy experience such as virtual meet and greets with Premier League footballers and pundits. In addition, look out for live match viewing parties with Astro SuperSport hosts and talents and opportunities to win exclusive merchandise.”