Astro has commissioned a Malaysian version of Korean format, The Masked Singer, likely for a prime time slot on in-house channel Astro Warna as well as on the platform’s mobile/on-demand services.

The singing format premieres on 18 September, the platform’s content head, Agnes Rozario, said during the ContentAsia Summit on 27-28 August. Further details are expected to be unveiled in a week or so.

The high-profile show builds upon Astro’s sticky slate of local shows, including the return of the first comedy musical, Musical Ahlawat Superstar, later this year.

“Vernacular content remains a key differentiator and underpins two thirds of viewership and ad revenue,” Rozario said, adding that Astro has strengthened its in-house ideation and scripting capabilities.

The results include theatrical feature Pusaka (2019), which reached box office of RM13 million/US$3 million, as well as drama series, Sweet Dreams, which was among Astro’s highest-rated dramas last year.

Last year, Astro aired the country’s highest-rated TV drama and took 50% share of domestic box office with features such as The Garden of Evening Mists.

Rozario said Astro’s content focus would continue to be on originals, including kids.

“We also have an appetite for co-productions and content partnerships,” she added. Coproduction partners in the past year include Media Prima, Discovery and Indonesian telco Telkomsel.

Astro’s movie viewership increased 200% during Malaysia’s movement control order to contain Covid.

“We were able to leverage really good relationships we have with our content partners,” Rozario said.

MCO initiatives included first-run films on Astro First that bypassed theatrical releases.

“This resulted in us being able to give our audience fresh content, never seen before, and we were really successful in delivering revenue for producers of up to RM3 million/US$720,000 for a film.”