KUALA LUMPUR: Former chief executive officer (CEO) of AirAsia X Bhd Azran Osman-Rani is joining Catcha Group’s newest venture — iflix as CEO of its Malaysian operations.

He will also hold the post of chief operating officer of iflix group.

In his new role, Azran will oversee operations of the subscription-based video-on-demand platform in Malaysia, as well as come up with the overall organisational plans and strategies of the iflix group.

Catcha Group is expected to make an announcement today.

When contacted yesterday, Azran confirmed his appointment, likening the new venture to the introduction of the long-haul, low-cost service of AirAsia X back in 2007.

“It is about building a home-grown consumer brand from the ground up,” he told The Edge Financial Daily via email.

“We also see iflix as an additional platform to support the local Malaysian content production industry. In addition to upcoming investments in original local content programming, iflix can entice viewers to check out local movies and TV shows that they may not have watched in the cinema,” he added.

On the reason why he left AirAsia X, Azran said it was because the airline had entered into a new phase in its growth. “Post-initial public offering, the board wants to take AirAsia X to a new chapter with a different strategy, and I wish them all the best.”

Azran, 43, resigned as CEO in the affiliate of the AirAsia group on Jan 30 this year. Prior to the announcement to Bursa Malaysia, Azran had reportedly denied reports that he was leaving the airline.

Meanwhile, iflix has plans to roll out Netflix-like programmes, where subscribers can watch different television shows and movies from their devices through the Internet, as well as download content to their mobile, tablet, computer or television for viewing anywhere, anytime.

It is understood that Catcha Group is planning to launch iflix in key Southeast Asian markets, including Malaysia, Thailand, the Philippines, Indonesia and Vietnam throughout 2015.

“iflix will offer consumers more than 10,000 hours of US, Asian regional, and local TV shows and movies,” said Catcha, adding that the shows are from Hollywood, Hong Kong, Seoul, Shanghai, Thailand and Tokyo.

This article first appeared in The Edge Financial Daily, on April 16, 2015.