KUALA LUMPUR (May 11): Astro Malaysia Holdings Bhd is providing free access to on-demand entertainment via Internet-based video streaming mobile application 'NJOI Now' in the Malaysian pay-TV operator's digital push.

At NJOI Now's launch ceremony here today, Astro group chief executive officer Datuk Rohana Rozhan said NJOI Now represents Astro's commitment to cater to the increasingly digital, connected and on-demand lifestyle of Astro's customers.

"This free service includes access to over 2,200 titles of movie and drama box sets, even tutorials which may be downloaded and stored on the devices and watched at convenience, in addition to live sports and news, e-commerce via Go Shop as well as the viewer's favourite channels.

"Since its 2011 launch, NJOI has had an unprecedented take-up rate with the privilege of serving 1.8 million households today, and a near future potential reach of 12 million viewers. Our NJOI Now promise is to strive to always better serve our customers by providing control, choice content and connectivity," Rohana said.

Communication and Multimedia Minister Datuk Seri Dr Salleh Said Keruak, who launched NJOI Now, said the Malaysian Government hoped for more digital content to be created on platforms such as NJOI Now that will encourage viewers to embrace and take advantage of the digital economy.

"It is no surprise youths are the largest group that utilise digital platform. They are always looking out for the latest information at an affordable cost. And it is them whom we encourage to be entrepreneurs, to take advantage of the digital economy that is being promoted by the Government such as the launch of the Digital Free Trade Zone recently," Salleh said.

At Bursa Malaysia today, Astro shares rose three sen or 1% at 11:56am to RM2.73 for a market value of RM14.17 billion. The stock saw 843,800 shares traded.