Business

Friday November 13, 2009

Maxis eyes more mobile TV subscribers

By EDY SARIF


KUALA LUMPUR: Maxis Bhd hopes to increase its mobile television (mobile TV) subscribers from the five million mobile Internet users it has currently with the introduction of Malaysia’s first made-for-mobile entertainment series, Dimensions.

Senior general manager and head of product development and infotainment services T. Kugan said Maxis had about 100,000 mobile TV subscribers and he believed the introduction of the science-fiction programme would boost subscription.

“Dimensions is the first video medium of its kind in Malaysia, fashioned for personal mobile entertainment, provided free to Maxis and Hotlink customers with no data or download charges. The 11-episode series will be delivered weekly to customers who sign up by sending ON DS to 22900,” he said at the launch of Maxis and Astro Collaborate on the first-ever Mobile Entertainment Innovation yesterday.

Kugan said the series would unfold an epic story in a new format. It employs a new and fast-paced narrative style, suited to mobile devices, to tell a contemporary Malaysian story weaving in local folklore and legends.

T. Kugan (left) and Jean-Pascal van Overbeke at the launch

“These episodes are available to all Maxis and Hotlink subscribers, while others can enjoy the series and participate interactively in the unfolding storyline through the Dimensions website – www.dimensions.com.my – and its associated Dimensions Facebook page,” he said.

Chief operating officer Jean-Pascal van Overbeke said innovation had always been a driver of what Maxis aimed to deliver to customers. And in partnership with Astro, Maxis was delivering a next-generation product that would encourage further innovations.

“The ability to stream rich episode-based entertainment, like a TV mini-series, directly to mobile phones gives our customers more value in mobile entertainment,” he said.

Astro’s New Business & Broadcast Services Sales Technology & New Media Division vice-president Eric Foo said the partnership was in line with Astro’s focus on innovation.

“At Astro, we are driving innovation through our delivery of content and technology. We have been gradually moving towards offering a richer experience from TV screens to personal computers and mobile phones, as part of our delivery to full cross-platform multimedia entertainment,” he said.

Astro, through its mobile TV business, now offered over 20 channels in popular and specialised genres, ranging from news and entertainment to music and sports, he said.


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