Astro partners Chinese online video platform iQIYI for branded channel

Astro Malaysia has tied up with Chinese online entertainment service iQIYI to exclusively deliver iQIYI content on TV, on-demand and OTT in Malaysia. This includes the world's first iQIYI branded channel according to Astro, which comprises iQIYI's original content from drama to variety shows and movies. Astro will also take the lead in customer acquisition, marketing and media sales.Under this partnership, Astro will have access to new content from iQIYI such as The Rap of China 2019, Sword Dynasty and The Files of Teenagers in the Concession, among others. Original dramas and variety shows by iQIYI also include Story of Yanxi Palace, The Golden Eyes, The Legend of White Snake and Qing Chun You Ni. Astro declined to comment on A+M's queries about its marketing efforts for this partnership.Astro's CEO Henry Tan (pictured) said the partnership enables both parties to leverage on the strengths of their brands and skillsets to extend its reach in the content world, which is becoming increasingly personal and digital.Meanwhile, Yang Xianghua, iQIYI's president of membership and overseas business group, said: "We are delighted that Malaysians love iQIYI’s content. We hope that our partnership with Astro will excite and benefit our fans as we bring more original iQIYI’s content.”