Channel Profile - Astro Aruna

CHANNEL: Astro ARUNA

COUNTRY: Malaysia, Brunei, Vietnam and Singapore

LAUNCH DATE: February 2006

OWNERSHIP: Astro All Asia Network

DISTRIBUTION: 2.5 million in Malaysia and Brunei, and 500,000 in Vietnam.

DESCRIPTION: The first-ever dedicated 24-hour Indonesian drama channel in Southeast Asia, with content that covers all areas of the genre, including romance, action, thriller and fantasy.

SENIOR MANAGEMENT:
Executive Director, Astro Entertainment: Zainir Aminullah
Channel Head: Meniek Andini

PROGRAMMING STRATEGY: With more than 1,000 hours of original productions, Astro ARUNA looks to provide the best of Indonesian entertainment for its viewers, which are largely females aged 20 to 50. Though the channel carries many female-skewed programs, it also continues to entertain its audience with a variety of daily serial dramas, sitcoms, mini-series and TV movies that are suitable for the whole family.

Zainir Aminullah, the executive director of Astro Entertainment, explains, "Astro ARUNA features the best drama selection for the family, packing it with the widest range of drama, comedy, romance, action, thriller and fantasy that feature popular Indonesian actors like Ari Wibowo, Lulu Tobing, Lenna Tan and Alexandra Gottardo. We believe that this combination appeals to Astro ARUNA's target market."

Aminullah points out that the original productions, which include drama series, telemovies and mini-series, are from PT Tripar Multivision Plus, one of the major production houses in Indonesia. A remaining 30 percent of the network's schedule is derived from co-productions and commissions.

"We are deeply committed to providing strong and compelling programs in a variety of genres for our viewers," Aminullah says. "Due to Astro's strong relationship with its channel partners, we work with a select group of production houses to offer quality programs."

Among the dramas that have achieved high ratings on Astro ARUNA are Bidadari, a fantasy story about a beautiful fairy sent to earth to help people do good deeds; Sulaiman, which has famous cast members, including Anjasmara, Nova Eliza and Lucky Widjatmoko, on a quest to fight evil and spread kindness to humankind; and Wah Cantiknya, a romantic comedy about a rich girl who needs to marry in order to receive her father's inheritance.

Even though Astro ARUNA has the competitive advantage of being the only channel in Southeast Asia that offers exclusive Indonesian programming, the network is keen to keep providing fresh content to ensure that the viewers continue to tune in.

"To delight our viewers, we broadcast an average of 50 hours of fresh drama titles monthly," Aminullah explains. "Astro ARUNA also schedules its programs based on a convenient viewing format, slotting in specific dramas at specific times to adapt to the different viewing styles in different regions." Its schedule is also shaped around the principle of additional screenings, repeating its programs to give viewers the convenience of catching a missed a program at a different time.

Aside from on its website, which features program-related information, Astro ARUNA’s content is also available on mobile in Malaysia as of November 1.

WHAT’S NEW: In November, Astro ARUNA will be airing Malaikat-Malaikat Kecil. The drama sees Indra Bruggman and Chaty Sharon starring together in a "heart-warming" family drama, says Aminullah. Astro ARUNA fans can look forward to three new mini-series by the end of 2008, as well as a host of fresh telemovies in various genres, including mystery, thriller and action.

WEBSITE: www.astro.com.my/channels/aruna

—By Kristin Brzoznowski