Script 2: How Does Audience Equal Profit?

Country: Malaysia

Media: Television Network (Astro)

Mass media audience

As the Astro television network broadcasts over 125 pay-TV channels in four major languages, it caters to the Malaysian society as a whole. Hence all households that subscribe to the Astro television network package are the audience.

Demographic Segmentation

Population: more than 2.93 million households across Malaysia

Age groups: young children, adolescents, adults, elderly

Gender: Males and Females

Income: Families with at least moderate-high income

Ethnicity: All races in the Malaysian community

Psychographic Segmentation

Segmented according to the different channel types. For example,

Education/Knowledge channels – audience members who seek to gain information

Kids channels –interests in cartoons

Sports channels – sports fans

Music channels – audience members who love music

Each channel is then further segmented with more detail as the genre narrows down.

Distribution System

Malaysians can subscribe to Astro's broadcasting services through a network of authorised dealers as well as Astro's retail centres.

Analysis

Social: Astro offers channels that cater to every subgroup of the Malaysian population by having a diversified range of programs and channels offered in all four major languages of the Malaysian society.

Technological: With the emergence of HD channels and recordable functions, Astro clearly surpasses the other television network providers in Malaysia.

Economical: Astro has created value-priced channel packages for the convenience of the consumers.

Educational: Channels such as Astro Tutor TV and Astro TVIQ provide the younger viewers with revision content for coming exams

Demographical: Astro creates an overall holistic coverage for all different types of audiences, whether by age, gender or ethnicity.

Reference list:

http://www.astro.com.my/byond/articles/art_7929.html

http://www.astro.com.my/portal/about-astro

http://www.astro.com.my/portal/channels-2

http://www.buzzle.com/articles/demographic-segmentation.html

http://www.buzzle.com/articles/psychographic-segmentation.html