Astro, Les Copaque in strategic pact on animation content, distribution, marketing

KUALA LUMPUR, Oct 30 (Bernama) -- Astro Malaysia Holdings Bhd and Les' Copaque Production Sdn Bhd have entered into a strategic collaboration on content sharing, distribution and marketing of animation content produced by Les’ Copaque.

This collaboration is aimed at combining the expertise and media assets of both companies to strengthen the local and regional animation industry.   

Les' Copaque’s animation content intellectual properties (IPs), namely ‘Upin & Ipin’, ‘Upin & Ipin Iqra’, ‘Pada Zaman Dahulu’ and ‘Puteri’ will be available to the audience of both Astro and NJOI, Malaysia's first subscription-free satellite TV service, and over-the-top platforms including on-ground events.    

In a joint-statement today, the companies said the collaboration also involved the sale of exclusive merchandises on Astro’s Go Shop and various fans activities to reward loyal customers under Astro Circle.

Vice-President GenNext Astro Putri Yasmin Megat Zaharuddin said the collaboration with Les Copaque would increase Upin & Ipin's content slate not only in Malaysia but also in ASEAN countries such as Indonesia, Singapore and Brunei.

“I believe the combined expertise and sharing of media assets between the two companies will create waves in the local and regional animation industry, and at the same time optimise returns on investment in content IPs,” she said.

Meanwhile, Les' Copaque Managing Director Burhanuddin Md Radzi said the collaboration with Astro has transformed the creative industry’s business model whereby the producer works closely with the broadcaster to determine the direction and business strategies of key areas including content, marketing, target market and development of new markets.

“The success of the 'Upin & Ipin' animation not only contributes to the development of the local animation industry but also paves the way for business partnerships that leverage on each other's strength to further grow Malaysia’s economy,” he said.

‘Upin & Ipin’ was launched in Malaysia in 2007 as the first 3D animation and is also recognised globally when the twin animation characters were chosen as the first animated characters to be Malaysia’s tourism ambassador.

Today, it also has a strong presence in the digital space and is the top channel on YouTube Malaysia with 3.3 million followers and over 2 billion views.

-- BERNAMA