The Hindu Business Line : Sun Network ties up with Malaysia's Astro

MALAYSIA'S leading broadcaster, Astro All Asia Networks plc has entered into an agreement with Sun TV for setting up a joint venture to originate, aggregate and distribute television programming and channels for the global audience.

Investments by both the companies would be used for content creation in various languages such as Tamil, Telugu, Kannada, Malayalam, Hindi and Bengali for distribution in the international markets.

The cooperation will also include setting up a Tamil channel to be developed by the joint venture exclusively for distribution on the Astro's direct-to-home platform for Malaysia and other South East Asian markets.

Another Bengali channel would also be created for distribution in India and other markets with Bengali diaspora.

Astro's Chairman, Mr Dato' Haji Badri bin Haji Masri, said, "This partnership presents us with an excellent channel for the exchange of cultural and intellectual assets between India and Malaysia. We look forward to contribute in creating and aggregating Indian-language original programmes and help promote the export of Indian creative assets globally."

Mr Kalanithi Maran, Chairman and Managing Director of Sun Network, said that this association will help in leveraging the strengths of two major media players of the region. It will help to better address the needs of TV viewers of various Indian languages worldwide.