1.0 Background of TV Broadcasting Industry in
TV broadcasting industry first entered into
In the pay-tv sector, Mega TV is the first pay-tv that introduced in
This few years, the TV broadcasting industry in
2.0 Background of the Corporation & SBU
2.1 Astro All Asia Network plc
ASTRO ALL ASIA NETWORKS plc (Astro) entered into broadcasting industry of
Astro has three strategic business units- Television, Radio and Library Licensing and Distribution (Celestial channels). There are approximately 55 Astro channels currently and 16 music channels that around 5 celestial movies channels provided to the Astro users. Astro’s Radio is the leading commercial radio broadcaster in
Rohana Rozhan, the Chief Executive Officer of Astro in
Astro’s stakeholders are included the subscribers of Astro, staffs in the corporate, shareholders, their supplier, partners and the public. Astro is trying to maximize the shareholder value by expanding their existing businesses. They are now seeking for the new opportunities to grow their businesses.
Referring to the Press Release by Astro in March 2007, Astro overall performance is quite well for the financial year ended 31 January 2007. The revenues for the Astro channels had increase 11% to RM 2,224 million. For the radio business, it had increase 5.4% to RM 151 million and as for celestial pictures, it rising 25% to RM 75.3 million. But for the investment in
Astro is also undertaking into some businesses that relate to their core business. There is Tayangan Unggul and Astro Shaw, MAESTRO Talent and TV guides and lifestyle magazines likes Astro Guide, VMAG, iFEEL and InTrend. Astro also venture in India-AMSI and Philippines- PASI. Tayangan Unggul and Astro Shaw are the leading film producers in
2.2 Background of SBU – Astro Television
Astro Television is one of the SBU of Astro All Asia Networks plc. It provides variety of channels from local, regional and international programming to the Malaysians. The subscribers can easier access to the multi-channel television services for 24 hours a day, a wide range. A wide range of programmes that offer by Astro such as movies, dramas, variety shows, local and international news, documentaries and also educational programmes. All these programmes are arranged into different categories.
Astro understands the consumer needs and offers several of packages to customers. These packages are dividing into three types. There are five mini packages, three super packages and Astro family. The five mini packages are including: learning package, fun package, variety package, sports package and news package. And the three super packages are including: dynasty package, emperor package and movies package. The family package is including the local channels like TV1, TV2, TV3, NTV7, 8TV and etc, and all these comes free with every Astro subscription.
Subscribers can choose from any of the combination that arranged by Astro. The lowest charges of the package are RM 49.95 and the most expensive package’s charges are around RM 124.95. Due to high programming costs of football and other sport events, Astro announced that they are going to increase the monthly subscription fees that are between RM 5- RM 15. They are also introducing a new package called ‘entry-level package’ and it is cheaper and costs RM 37.95 to the customers.
Around 90% of the total revenues of Astro are gaining from Astro Television. Astro is doing quite well as it had a total revenue of 22 billion and Astro Television are generating RM 2,224 million.
3.0 SBU Situation Analysis
3.1 SBU Culture / Resources / Stakeholder / Performance
3.1.1 Culture
In Astro, which is a main provider of Pay-TV in
3.1.2 Resources
Astro Television channel are strongly based on the usage of satellite, which is another main users to
3.1.3 Stakeholders
Top Managements
- Lead by the group chairman in the 6 members of board of directors, the top management has their own philosophies for Astro. They always encourage the managers to be creative and ambitious in order to achieve Astro’s goals. The core values likes teamwork, synergy and commitment are always being highlighted by the top management.
Shareholders
- Astro is trying to maximize the shareholder value by expanding their existing businesses and they are now seeking for the new opportunities to grow their businesses. So, investments by the investors are very important to Astro in helping Astro in liquidity turnover.
Employees
· Employees are the main group of people that contribute a lot in the production and administration.
Customers (Subscribers)
- Astro will not success in their business without customers because customers are the main user of Astro. They have a great interest in the areas such as pricing, trust and improvement. Complaints of customer will help Astro to improve in their production and administration in order to provide better services in the future.
Supplier (MEASATs)
· The main supplier of Astro Television is the MEASAT satellite. With the MEASAT satellite, Astro can receive many channels from other countries.
Media Partners
· Media is a strong party that helps Astro in delivering news or information and helping in promoting Astro’s brand in building their image.
Government
· Regulations on variety of programmes that can be display on the channels are very important towards Astro.
3.1.4 Performance
Astro itself is a product of former Prime Minister, Mahathir Mohamad's Bumiputra policy that handed out business rights to favored individuals. Established in 1996, Astro was given exclusive license as direct-to-home satellite provider until 2017, and as such enjoys a dominant position in the booming pay-TV business (the government can award non-direct satellite broadcast TV services). Astro's cash flow looks volatile. After seven years of operation, the company had just had its first taste of pre-tax profits – RM 22.5 million, for the financial year ending 31st January 2003, on revenues of RM 1.4 billion (Bacani, Cesar & Ramos, Abe de 2004). From the Astro Annual Report 2006, financial year ended 31st January 2006, Astro are having RM787.2 million of net cash for their future activities excluding revenue counted in financial year 2007.
| Year | Total Revenue (RM ‘000) | Market Share |
| 2004 | 1,265.5 | 26.5% |
| 2005 | 1,530.6 | 30% |
| 2006 | 1,787.0 | 34% |
| 2007 | 1,978.3 | 36.5% |
Table 1: Astro’s television’s total revenue and market share for 2004-2007
Refer to the table above, it shows the past performance of the Astro Television from financial year 2004 to 2007. The total revenue of the SBU is increasing year by year as well as their market share. By reviewing to Astro Annual Report 2006, Astro have achieved RM2,012.5 million in the revenue which has met one of the company’s mission, which has a revenue increase of 17.25% from the previous year revenue, while the Astro Television have occupied RM1,787 million out of the revenue of RM2,012.5 million, about 89% of the total revenue. The increase if the revenue is due to the increased of 218,400 Astro’s subscribers. Even though Astro is making profit but they have claimed that the licensing fees is increasing and more operating cost occurred due to the increase of television channels, an increase of subscription fees will be increase shortly in mid-year 2007.
3.2 SBU Customers Analysis
Current Market
Astro is a sole proprietor of pay-tv industry in
Performance of Astro’s Television (SBU)
| Year | Total Revenue (RM ‘000) | Market Share |
| 2004 | 1,265.5 | 26.5% |
| 2005 | 1,530.6 | 30% |
| 2006 | 1,787.0 | 34% |
| 2007 | 1,978.3 | 36.5% |
Table 1: Astro’s Television’s total revenue and market share for 2004-2007
From the table above, it is clearly shows that the growth of total revenue for the television and the increase of market share in
| Year | Malay | Chinese | Indian | Others | Total |
| 2004 | 431,550 | 618,072 | 178,674 | 54,746 | 1,283,042 |
| 2005 | 626,708 | 645,322 | 216,750 | 76,974 | 1,565,754 |
| 2006 | 799,854 | 643,372 | 243,750 | 97,183 | 1,784,159 |
| 2007 | 978,183 | 644,853 | 273,196 | 120,021 | 2,016,253 |
Table 2: Astro’s subscribers’ segmentation according to ethnics from year 2004-2007
Refer to Table 2, it shows the Astro’s subscribers segmentation according to ethnic groups from year 2004 to 2007. In year 2004-2005, the figure shows that the Malay subscribers are lesser compare to Chinese subscribers. But in year 2006-2007, the Malay subscribers are become the major group of the total Astro’s customers. This is because Astro had introduced more channels that near to the flavor of Malays such as Astro Ceria, Astro Prima and etc. Astro are also organising more Malay shows like Akademic Fantasia and Roda Impian to attract the Malays customers. As for the Chinese, Indian and other ethnics, the total of subscribers are increasing constantly year by year.
Market Segmentation
In order to increase the total revenues or gain more market share in TV household of
3.3 SBU Competition Analysis
Astro Television’s Major Competitors and Relative Market Share
Astro is the only pay-tv sole proprietor in
Although Astro Television does not have direct competitors, they still having some indirect competitors that might affect the market share of Astro. The indirect competitors are including local channels, online TV and illegal satellite TV in Sabah and Sarawak.
Table 3: Market Share of Astro and indirect competitors in 2006
Table 3 shows that the percentage of Astro’s indirect competitors. It also shows the market share of Astro based on the whole population in
Astro Competitive Advantages
Astro is the first pay-TV that broadcast with multi-channels with different languages such as Bahasa
Besides that, Astro are fully utilized the satellite – MEASATs to have different channels from other countries. This will benefit the customers because they can have more channels to watch. Astro has the competitive advantage to keep growing 11% of revenue each year. Watching TV is the best leisure for the people that dislike exercising to relax. Customers just have to pay an affordable monthly fee to enjoy plenty of channels in Astro. Even though the internet users are growing rapidly, TV is still the best choice during leisure time. It will be an opportunity to Astro to keep growing to compete with other competitors.
Indirect Competitors Competitive Advantages
However, when the Astro compare with the indirect competitors like local channel, online TV and satellite TV, it looks like more costly to the customers. Local channels are free providing to customers in
For the internet users, they do no need to pay any extra fees to watch online TV or download movies. They just have to pay the internet monthly fees then they are able to enjoy a lot of services in the internet. Nowadays, people are having more time facing to the computer. Access to computer is easier to the younger.
Besides that, there is a group of people that prefer to buy DVD and VCD in order to subscribe Astro. This is because buying DVD and VCD are cheaper than Astro. It is faster for them to get the new release movies that might not show in Astro. Especially the pirated DVD and VCD, it is easy for them to obtain everyway nowadays.
3.4 SBU Changes Analysis
Implicit here is that due to the continuously changing in the external environment, company has to keep watch so as to interact with these movements. The environment changes can be divided into micro and macro environments.
Micro-Environment
Customers (Subscribers)
- Refer to Table 2; Astro’s Malay customers are increasing rapidly in 2006 and 2007. Early in the years when Astro was first set up, Chinese customers are the major subscribers of Astro. This is because that time, more Mandarin channels are offered. And now, Astro is introducing more Malay channels that near to their preference. That is why Malay subscribers are increasing.
Suppliers (MEASATs)
- After launching MEASAT-1 and MEASAT-2 in 1996,
Stakeholders
- Astro is involving more in the sponsorship activities this few years. By sponsorship, Astro can increase their reputation and also benefit the public. For example, Astro is sponsoring in the Formula One car racing. Astro is the co-organizer.
Macro-Environment
Political Environment
- Early in the broadcasting industry in
Economic Environment
- Currently
Social Environment
- The living standards in
Technological Environment
- For the technological aspect in influencing TV watching, currently, new innovation like 3G phone and wireless TV code receiver which allow computer receiving TV program, is available for Astro to expand their services as to enlarge their market share.
4.0 Key Trends, Issues, Problems and Opportunities
Key Trends
Increase of Living Standards
- Living standards of Malaysian are increase. People request for quality life by enjoying their lifestyle. They willing to pay more to enjoy.
The usage of Internet
· Internet usage is an emergent trend for Astro to be considered and it increases at the growth rate of 1.7% per year in
Environment Impact
· For the groups of people that are health conscious, they preferred to stay at home due to the polluted air, traffic jams, and unsecured environment. They will end-up staying at home and watch TV and doing other indoor activities.
Key Issues
Sole Proprietor in
- Astro is the sole proprietor of pay-TV industry in
Capture market share of 36.5% of TV household
- Astro captured 36.5% market share of TV household. Of course, this figure is not enough for Astro and this can not satisfied Astro as the monopoly in
Launching of MEASAT-3
- Launching of new MEASAT-3 enable Astro to receive more channels from other countries. So, Astro can provide more enhance services to the subscribers. This can increase the loyalty of customers towards Astro.
Unexpected losses of RM 101 million in Indonesia
- Losses of RM 101 million in
Increasing of subscription fees
- In beginning month of May, Astro had announced that the subscription fees will be increasing RM 5-RM 15 every subscription. The new price is effective commencing on June. This increasing of subscriptions fees are caused by the high programming costs especially broadcast for football and other sport events.
Key Problems
CRM Problems
- Astro failed to deliver quality’s customer expectation to customer. Due to this CRM problem, Astro has loss a number of customers. As a result of CRM problem, Astro is not able to grow their subscriber base at the rate that they previously expected.
Indirect Competitors
- Although Astro does not have direct competitors to grub their market share, its indirect competitors are also holding a strong power that might have the ability to substitute watching TV in the future. For example, some people in Sabah and Sarawak are choosing to set up the illegal satellite. This is because it is cheaper on the installation fees compare to the monthly fees pay to Astro.
Key Opportunities
64.5% of available market
- What parentage of market share Astro has already occupied is merely 36.5%, which, in turn, indicates there is still 64.5% of TV household available for Astro to capture. To be success in capturing this market, Astro need to deal with the competition problem well. Although Astro is the monopoly in
Offering more programmes on seasonal periods
- Seasonal factors may influence the Astro’s sales performance. For instance some big events in sport areas like FIFA, Thomas Cup, MBA, and some big events like Oscar film festival, Grammy Awards and etc...will definitely increase the viewing rate. Therefore, it is an opportunity to do seasonal program to attract more subscribers.
5.0 SBU’s Portfolio Analysis
BCG Matrix
Basically, there are 3 major SBU’s for Astro: Television, Radio, and Library licensing & distribution. To identify these position and performance, BCG Matrix is employed to assess each.
| Television Growth Rate (%) | Radio
| |||||||||
|
| Library licensing & distribution |
Relative Market Share (RMS)
Television : GR 10.1%
RMS 21.13
Radio : GR 15.87%
RMS 1.23
Library licensing & distribution : GR 14%
RMS 0.23
Television
It is major source of generating cash to support Astro’s operating activities. It is located in quadrant 3 called ‘cash cow’. Business in this quadrant is characterized as low growth and high market share. In simple words, it generates net cash but it need little reinvestment. Therefore the cash that had saved can be used to invest in other product or service.
For Astro, there is still one characteristic to make sure that opportunity is available to expand their Television services. It is due to the dominant position of Television set. Although the emergence of information products which might be more convenient, flexible, and high involved level, most of people is still exposed to TV programme. Therefore, this service product will has longer life-cycle compared with lots of physical items.
Radio
This service is positioned at ‘question mark’ quadrant. For conceptual framework, business in this quadrant has the feature that these products require more cash than they are able to generate on their own. Therefore, if no change happened, this business will absorb large amounts of cash in the short run and later.
The radio service once dominated the market to serve a role as information exchanging, but this has been replaced by the Television. It is due to humanity’s nature because for human, we are referring to visualize something. However, it does no doom the death of radio, because this service has opportunities to reach some people constrained by their job or other reasons. They have no enough time to watch TV and surfing the net, but they still can listen to the radio during work time.
Library licensing & distribution
This SBU is facing the same problem as what Radio has faces. It generates the least cash flows to the company.
6.0 Assumptions
Unexpected issues may take place anytime and anywhere. Therefore it is important to make some assumptions on the likelihood changes, which may influence TV broadcasting industry.
Economical Changes
Economical changes in the future will influence the customer’s buying behaviour and their spending patterns. For example, if economic crisis happen again in the future, jobless people will increase and their financial ability to enjoy their lifestyle will become lesser. People will choose other alternatives to substitute watching Astro. Total revenue of Astro will be affect due to this problem.
Social Changes
More and more people are well educated nowadays. They are more used to the computer, so, the time they are willing to sit in front of the TV will become lesser. This is because computer can give more entertainments to the young people such as playing online game, chatting online, watching movies, listen to the music, gambling and others. Compare to watching TV, people can only watch and hear to the TV programmes. In the future, Astro will have a high possibility that substitute by Internet.
Technological Changes
Rapid technological changes in this world can let the possible competitors to enter into broadcast industry. More and more advanced technology will be introduced in the future. Maybe in the future, everyone can use their hand phone to watch TV everywhere. It will be a potential opportunity to invent in this technology.
7.0 SBU Objectives and Goals
SBU Objectives
· “To build and strengthen loyalty to Astro brands by providing excellent products and services. This will help Astro to maximize their brands values and leverage on the power of Astro brands across their various media platforms and across borders to the benefit of all stakeholder.” (Astro Annual Report 2006)
· “To build and leverage on Astro core competencies and assets such as operational expertise, broadcast and distribution infrastructure and multi-lingual, multi-ethnic content creation and aggregation capabilities).” (Astro Annual Report 2006)
SBU Goals
- “To expand Astro services by providing customers both greater choice and flexibility with the availability of additional satellite capacity on MEASAT-3.” (Astro Annual Report 2006)
- “To manage down the problems like disconnecting non-paying delinquent new accounts to the more acceptable level of 10-12%.” (Astro Annual Report 200
- “To resolve the CRM-related issues and regain the customer goodwill that has been lost as a result, and thereby improve Astro’s customer retention rate.” (Astro Annual Report 2006)
8.0 SBU Current Strategies & Recommendations
8.1 Market Strategies
Total Market Strategy
Currently, Astro is applying the total market strategy. Astro is trying to capture the whole market with its variety of TV channels to attract different level of consumer. For example, Disney Channel and Cartoon Network are targeting the kids and HBO, Cinemax and STAR Movies are targeting the young people. Besides that, Astro also encourage the subscribers to subscribe a second account at fifty percent (50%) discount on the second account, this are enable to reduce the subscription fees being paid by the subscriber who having more than two person watching TV at the same time but different channels. By doing this, Astro are able to capture more market share and this method are recommended to be continue in the future and Astro may also giving more rewards for those who subscribe for second account.
Market Demography
Astro also using market demography method by expanding its service business to different countries, even though the investment spent in
8.2 Product Strategies
Product Repositioning
Over the past three years, Astro have added a total 24 new channels to the subscribers, although there are positive response from the viewers due to free charges for the trial period, but there also have negative feedback saying the additional channels are not favourable by the subscribers, in order to improve the situation, Astro are advised to increase the channels but which the channels is favourable by the subscribers.
8.3 Pricing Strategies
Optimal Pricing
Currently Astro facing the increase of cost of programming especially in the live sports channel broadcast and Astro have been absorbing the increase in cost for the last three year starting from year 2004 till 2006; it is recommended that Astro continue with their price revision between RM5 and RM15 in order to cover certain costs. The increase of price should be optimal that enable the company cover all the costs and making reasonable profit.
Value-Based Pricing / Flexibility Pricing Strategy
Beside the price revision, Astro have repackaged all the channels, and now, all the subscribers have the flexibility of choosing two mini-packages instead of the previous starting point of three mini-packages. It is recommended due to the repackage will benefit to all the subscribers by selecting the favourable package at an appropriate subscription fee. Besides that, the subscription fees charged are based on the customer’s needs and willingness to pay for the package chosen.
Penetration Pricing Strategy
Astro is also introducing a lower entry-level package at RM37.95 down from the current entry-level package at RM49.95. It is recommended due to by setting a lower entry-level package, Astro may able to attract those low income subscriber and helpful in increase the subscribers which have meet one of the objective of Astro. This may also help to increase the market share of TV household rate.
8.4 Distribution Strategies
Direct Channels Strategy
Astro are providing broadcast services to the subscribers, unlike the other product which required intermediaries to distribute their product to the final consumer. What had Astro done for its distribution is by setting up Customer Service Center in different location to do the registration, payment and Customer Relationship Management (CRM) that handling complaints. By using this method, Astro have ensured the quality of service toward customers. It is recommended that improve the skill of the employees to maximize the usage of the service center.
Astro facing lost of revenue will have been analyzed previously are due to the system of Astro company, from an interview with one of the subscribers of Astro, we have found that the person are satisfy with the employees attitude but dissatisfy with the system of Astro, the employee cannot settle the complaint on the spot and required a period of time to let the company technician to find out the problem, sometimes the billing system have overcharge the monthly subscription fees and payment method only limit to credit cards and cheques payment which have bring inconveniency to the customers. Regarding
8.5 Communication Strategies
Sales Promotion
Astro currently are promoting the new low entry-level package in certain low cost area by setting up a small counter and using promoter to promote the new package, this method is incurred a lower cost compare advertise through newspapers or billboard, and level of reaching to the customer is better but having a low response to the registration for new customer. It is advised that Astro may use other promotion method such as waiving 2 months subscription fees for those low entry-level package, this may increase the registration for those low income subscribers.
Advertising
For business such as Astro which in the entertainment services by broadcasting, advertisement through Television could not reached to the people who did not subscribe Astro. Astro may consider using different kind of advertisement such as advertise thru the newspapers by introducing new services and programmes channels, advertise thru billboard may capture certain group of people who does not concerned to reading material such as newspapers, and sponsorship for event have expand the reaching level to the people in the society. By using sponsorship method, it not only can help to advertised itself but also build up a strong goodwill to the public.
9.0 Implementation Program
Implementation Program for Astro recommended strategies.
| Task | Responsibility | Time frame |
| 1) Propose rewards for subscribers | Marketing Department & Finance Department | 1 month |
| 2) Diversify of company businesses to other countries | Finance Department | 9 months |
| 3) Conduct survey to channels preferred by subscribers and potential new subscribers | Marketing Department & Air-Time Broadcast Department. | 6 months |
| 4) Revision of subscription fees | Finance Department | 1 months |
| 5) Training given to employees of | Customer Relationship Department | 3 months |
| 6) Change of improve company system | CEO and Board of Directors | 6 months |
| 7) Improve Customer Relationship Management Programmes | Customer Relationship Department | 3 months |
| 8) Improvement on | Customer Relationship Department | 3 months |
| 9) Promotion on new low entry-level package for low-income subscribers | Marketing Department – Marketing Staff / Sales Personnel | 1 months |
| 10) Advertising on newspapers, billboard. | Marketing Department | 3 months |
| 11) Sponsorship of events | Out source | 2 month |
With the implementation programmes, Astro are able to meet its company objective which are building and leverage on Astro core competencies and assets (operational expertise, our broadcast and distribution infrastructure and our multi-lingual, multi-ethnic content creation and aggregation capabilities); Deliver excellent service for customers and create value for Astro’s shareholders. (Astro Annual Report 2006)
