What new strategies did Astro employ during the MCO?

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Astro Introduced Several New Strategies During the MCO

Astro Malaysia Holdings Berhad implemented a range of new strategies during the Movement Control Order (MCO) period to support its customers and maintain service delivery. These initiatives included making premium content freely accessible, offering complimentary viewing of various channels, and providing flexible payment options. The company also collaborated with local producers to bring new movie releases directly to homes.
Enhanced Content Accessibility and Free Viewing Options

During the MCO, Astro made its premium Astro GO content available free of charge to all Malaysians, significantly increasing accessibility. Additionally, complimentary viewing was extended to Movies, News, Learning, and Stay Home Concert channels for all viewers. Njoi customers also benefited from complimentary access to a selection of additional channels, broadening their entertainment options.
Support for Sports Pack Subscribers

Recognising the global postponement of live sports events, Astro provided its Sports Pack customers with complimentary access to all channels. Furthermore, these subscribers received a one-off rebate of RM40 per subscriber pack, offering direct financial relief during a period of reduced live sporting content.
Flexible Payment and Service Arrangements

To alleviate financial burdens on eligible customers, Astro temporarily suspended disconnections and introduced instalment payment plans. The company also proactively developed flexible subscription and payment arrangements, acknowledging the impact of widespread commercial establishment closures on consumers' ability to meet standard payment schedules.
Collaboration for Direct-to-Home Movie Premieres

In response to cinema closures, Astro partnered with local film producers to facilitate the direct premiere of their movies in homes via the Astro First service. This strategy provided a new distribution channel for filmmakers and offered fresh content to customers seeking entertainment at home.

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What new strategies did Astro employ during the MCO?

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