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Astro inks deal with iQIYI to bring the Baidu-owned platform content to Malaysia

Malaysia pay-TV broadcaster Astro has formed a partnership with iQIYI to deliver the Baidu-owned platform’s content on all its platforms.

The partnership will see Astro distribute iQIYI’s shows, such as Story of Yanxi Palace and The Rap of China 2019 in Malaysia, as well as help the platform with customer acquisition, marketing and media sales in the country.

“We are excited about the incredible opportunity that iQIYI presents in technology leadership and content innovation,” said Henry Tan, the chief executive officer at Astro.

“This partnership enables us both to leverage the strength of our brands and skillsets to extend our reach in the content world which is increasingly personal and digital.”

Astro previously made live TV inventory programmatically available in Malaysia for the first time after it agreed to terms with adtech video platform Telaria.

This will allow Astro to connect premium publishers with differentiated demand through curated inventory packages and a dedicated buyer UI and deal library to its TV, OTT, and digital video content.

Advertisers will also be able to reach Astro’s audience across multiple screens with the benefit of advanced audience insights, including Astro’s first-party data segments, and content-level targeting.

Featured by The Drum