How’s that history-making? Firstly, let me tell you what Astro First is. Astro First is actually what we call NVOD (Near VOD). A series of linear channels that screen movies (one for each channel) at scheduled intervals. You subscribe to the movie (and channel) of your choice within a 48 hour window period and you watch again if you have time or continue at the next slot. Users with a PVR box and no internet connection subscribe to the service via SMS.
Despite its low-tech approach, Astro First was phenomenally successful when it launched last year, primarily because it offered the convenience of viewing local movies within 2 weeks of their cinema release. Subscribers loved it as they saved money going to the cinemas and hefty additional ticket fees. We enabled it on our VOD Store this year on Byond PVR boxes with the ease of remote-enabled purchase.
However, our initiative on Facebook has huge implications: Firstly, Now ANYONE can watch Astro First titles by simply purchasing it from our Official Facebook App and watching it immediately from a PC or Mac. In fact, after making some tweaks, you can a watch it on a whole lot of mobile or tablet devices simply because we make the browser the prime viewing platform (it’s a web app, not native ‘store-based’).
Secondly, it’s revolutionary because it allows all the Facebook features like posting comments or sharing of key moments (curated by Astro) from the player page, generating interest from friends as well as ensuring much of the content inside is viralized. This actually helps content providers or studios leverage the full effect of Facebook in spreading ‘love’ for a particular movie.
Warner Bros actually made the first leap into this ‘social cinema’ experience when the Dark Knight was released 15-months ago. I believe Malaysia is the first country in Asia to try this out. It’s early days yet so we don’t expect a tidal wave of users to come in. What we expect is to delight customers with more ways for them to consume their favourite content. Currently the app is Geo-filtered so only Malaysians will be able to enjoy the service. Hopefully, this will change in the near future and enable more Malaysian movies to be viewed by Malaysians abroad.
Another Game Changer? Well, to begin with, Google just keeps on making it easier to put your ad in a video where your target market may just be watching and become receptive enough. Your audience. Your choice. Let’s see those FTA television boys beat this. And you get a USD100 coupon to begin with too.