Astro Malaysia Holdings Bhd will embrace new opportunities that emerge with the deepening fragmentation of the media industry in order to deliver long-term shareholder value.

Astro chairman Tun Zaki Tun Azmi said the company would leverage its extensive market reach and position as Malaysia's leading content creator, amidst competition from streaming wars, content disintermediation and democratisation, rampant piracy and changing customer behaviour.

"Inundated with choice, customers seek simplicity, gravitating towards a familiar, trusted brand that can meet their entertainment needs at home and beyond.

"This is Astro's role. Our goal is to serve our viewers, listeners, shoppers and advertising clients better by enhancing customer value proposition across all products and services," he said in Astro's 2020 Annual Report.

Currently, he noted, the world is grappling with the containment and repercussions of the COVID-19 pandemic.

Malaysia's own experience highlights the government's heavy reliance on legitimate media, such as Astro, to not only disseminate crucial information to the public in times of national crisis, but also discredit fake news that abounds on social media

He said Astro's platform across TV, radio and digital helped amplify various government agencies' messaging related to COVID-19 during the Movement Control Order (MCO) period to ensure that the tireless efforts of the medical frontliners as well as police and armed forces were not in vain.

Astro also made available complimentary channels to customers and offered its streaming service Astro GO to all Malaysians to keep them entertained during the MCO period.

"These initiatives were well-received, with increased viewership seen across our TV channels and substantial new users on Astro GO.

"With schools closed nationwide, we helped students continue with their studies through Astro's three Tutor TV channels and educational programmes aired on TV Okey, a free-to-air (FTA) channel available on our platform, benefitting all students," he added.