AIRASIA - Creating Waves Yet Again

Saturday December 10, 2011

Star, AirAsia in content partnership

PETALING JAYA: Star Publications (M) Bhd and AirAsia Bhd are teaming up to bring customers on AirAsia flights content via various distribution channels in the coming months in a partnership for future growth.

The initial collaboration was formalised via a letter of intent signed on behalf of Star Publications by the company’s executive deputy chairman,Datuk Vincent Lee, while group chief executive officer (CEO) Tan Sri Tony Fernandes signed on behalf of AirAsia.

The signing paves the way for an alliance leveraging on the strength of the respective parties in which the first opportunity would be a content-sharing proposition.

AirAsia would distribute the content from Star Publications through the airline’s channels such as in-flight entertainment, online, offline and Tune properties.

Fernandes said following the signing ceremony that there were huge opportunities in providing new forms of entertainment for the airline’s customers and hoped the collaboration would be firmed up by mid-January.

This is funny: (From left) Ho, Lee, Fernandes and Star Publications executive director and group chief editor Datuk Seri Wong Chun Wai with a copy of Star’s coffee table book ‘Hotshots’.

“We’ve a great distribution outlet and, at 36,000 feet, there’s nothing better to do,” he said, adding that this partnership would eventually encompass other content ideas including leveraging on social networking.

Lee said the collaboration brought the two great brands together with opportunities to also explore content distribution via other channels. “We’re not just going to have content in the sky but also in airports through electronic signboards,” he said.

Meanwhile, Star Publications group managing director and CEO Ho Kay Tat said the collaboration was the result of discussions held between the two companies several weeks ago on how best to leverage on each other’s strengths.

“I’m very happy that we’re agreeing to do something together. This partnership will be good for both companies and we’re bringing something good to the table,” he said.

In a statement to Bursa Malaysia, Ho said Star Publications produced quality content on a daily basis which cut across all the platforms and channels that the company offered.

“With this collaboration, the content we offer is able to reach new audiences and enrich the end-user experience for our strategic partners,” he said.

The initial collaboration only touched the surface of the opportunities both companies had with the partnership, Ho said, adding: “From the medium to long-term perspective, we will be looking at a fresh perspective on traditional collaboration models that move beyond information exchange to a more strategic alliance for long-term growth.”

Star Publications recently embarked on an expansion programme with the acquisition of Li TV Asia Sdn Bhd, Capital FM, a 4.99% stake inCatcha Media Bhd and Red Tomato, a free Chinese-language weekly newspaper.