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With 70% of DTH viewing driven by recommendations, Astro expands ThinkAnalytics to new streaming service

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Astro, which provides Pay TV and multiscreen services in Malaysia, is using the ThinkAnalytics Recommendations Engine on its recently launched ‘NJOI Now’ free video streaming service. The company already uses ThinkAnalytics content discovery for its DTH Pay TV service (since June 2016) and the Astro GO app (since January this year). All three ThinkAnalytics deployments run in the cloud.

NJOI Now lets anyone in Malaysia view content for free on mobile devices and online. The service includes live sports, breaking news and a choice of more than 2,200 movies and drama box sets.

Initial data shows that, on average, over 70% of viewing on both the Pay TV DTH and Astro GO platforms is driven by ThinkAnalytics content recommendations. Astro has also seen VOD consumption treble since the introduction of the recommendations engine and the new VOD UI in June 2016.

Among other things, ThinkAnalytics tracks real-time viewing behaviour, individual preferences, topical trends and social channels. As an example of the platform’s sophistication, it learns  likes and dislikes by tracking what content has been viewed in its entirety, and what has been abandoned before the end. At Astro, the system harnesses its machine learning and predictive analytics across four languages.

Liew Swee Lin, Chief Commercial Officer at Astro, notes a huge uptick in viewing on the DTH service and Astro GO app since the company went live with ThinkAnalytics (including the 70% figure for viewers choosing to watch content that was recommended). “We expect the ThinkAnalytics platform to have the same positive impact on NJOI.”

Peter Docherty, Founder and Chief Technology Officer at ThinkAnalytics, says: “Our search and recommendations engine gives customers like Astro a fast return on investment. It not only boosts the number of channels viewed, but also increases overall weekly viewing times and is demonstrated to positively impact customer loyalty.”

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