KUALA LUMPUR (June 17): Pay-TV giant Astro Malaysia Holdings Bhd has inked a strategic partnership with China-based online entertainment service provider iQIYI.

In a joint statement today, Astro said that with the agreement, it has the exclusive rights to deliver iQIYI content on TV, On Demand and OTT in Malaysia, including the world's first iQIYI branded channel comprising iQIYI's extensive slate of original content, from drama to variety shows and movies.

Astro said it will also take the lead in customer acquisition, marketing and media sales.

Astro CEO Henry Tan said the partnership enables both parties to leverage on the strength of their brands and skillsets to extend their reach in the content world, which is increasingly personal and digital.

Meanwhile, iQIYI president of membership and overseas business group Yang Xianghua expressed hope that the partnership with Astro will excite and benefit fans as it brings more original iQIYI content to them.

The statement said high-quality iQIYI original dramas and variety shows, such as Story of Yanxi Palace, The Golden Eyes, The Legend of White Snake, Tang Dynasty Tour, The Rap of China, Hot-Blood Dance Crew, Qing Chun You Ni and more, are available on Astro.

Under this new strategic partnership, Astro will have access to more quality new content from iQIYI such as The Rap of China 2019, Sword Dynasty, The Files of Teenagers in the Concession, and many more iQIYI original content.

At 11.18am, Astro was flat at RM1.42 with 49,100 shares traded.