Mr. Bob Kemp, of Astro presented a paper on the soon to be launched, new local sports initiative on the Family Package of ASTRO under the name of ASTRO ARENA. In his briefing, he stated that ASTRO ARENA would be 4 channels in one, broadcasting mainly in Bahasa Malaysia and aimed primarily to viewers aged 10-40 and to deliver 700 hours of live, local sport a year with an extra 2000 hours replays to allow more people to watch local sport. There would also be an average of 56 hours a week of Malaysians playing sport at International levels. He said that subject to contract negotiations, in the next 18 months, Astro Arena would be showing young Malaysians competing in the SEA Games, the Commonwealth and Asian Games and the Youth Olympics in Singapore.
Mr. Bob Kemp added that Astro Arena would build and operate Malaysia’s first and only 7 day a week local sports newsroom offering up to 5 live bulletins a day with some extra weekend and late night replays. The Bulletins would have a roundup of international sport and longer form of highlights and interviews when warranted. The latest results would eventually be visible across the bottom of the screen on the ‘Arena Sports Ticker’
He said that the schedule would feature appointment viewing at 8:30 most nights with extended previews, reviews, highlights and discussion programming to build the interest in Malaysian local sporting heroes. Viewers would be encouraged to ‘Get into the Game’ with an extensive ‘Sport for All’ initiative developed with the OCM and the Ministry of Youth and Sports, using some of Malaysia’s best athletes.
He stated that OCM and Astro have signed the MOU prior to entering into a Strategic Alliance as the backbone to the Channel’s success. Astro wished to cover as many major regional, national and state level events as was possible. Astro obviously could not cover everything but if the National Sports Associations (NSAs) were to schedule more than one match or tournament at the same time, some could be recorded for delayed telecast.
Mr. Bob Kemp stated that Astro would support the NSAs’ existing naming right and ground sponsors by offering them attractive on-air packages as a first option to be involved in the Channel. Astro Arena would be looking for several ‘foundation sponsors’ to help launch the Channel. Before Astro committed to any broadcast Astro would sign a Licensing Agreement with the NSAs that would include an offer to assist with any International exploitation of the NSAs’ events for mutual benefit. Other events would be covered as news items and some as extended highlights in Astro’s magazine support programming but only if Astro knew about the events.
Mr. Bob Kemp stated that he had already started investigating a new calendar database that would allow every NSA to input their events or provide details for the OCM to input, which would avoid too many clashes between major events across the calendar. Eventually, Astro hoped the calendar would be available via the internet down to a state level for the individual fan to see what is on in their area.
Astro has an on-line and mobile presence – Stadiumastro.com that would include news, chat, blogs, commentator columns, results and user generated content from local and international sport. There would be ‘click thru’ visibility to the NSAs’ web sites and Astro would eventually build a community on-line presence that the NSAs could use if they do not support a website now. So the commitment is not just to a Channel but to a whole community of local sports fans across Malaysia.
Once Astro and OCM had determined a Launch Date, there would be a signing ceremony and press announcement about Astro Arena, which would be by the end of the year. Astro’s commitment is very big, such as the need to build new studios, a newsroom, engage the best talent and crew and purchase 2 new OB trucks to cover all the sport.
Mr. Bob Kemp stressed that sports events Calendar would be imperative to the success of the Channel. This was where NSAs’ help was required to keep the OCM continually updated on the NSAs’ events and timetable. Astro would be looking for results, news and feedback. A local sports channel is nothing without content and the NSAs have to provide all the content.
To support the NSAs and to build Astro Arena into the best local sports outlet in Malaysia, a number of marketing, promotional and stadium events would be conducted each year. Astro would work with the NSAs to develop new properties that could be jointly promoted. Astro would employ some Arena Ambassadors – key national sporting heroes - to help launch the Channel and send the Arena Angels Cheerleaders to add jest and excitement to selected events.
Mr. Bob Kemp concluded his talk by saying that Astro Arena would support the NSAs if the NSAs were to support Astro Arena, so as to jointly celebrate Malaysian sport to make the Malaysian team the viewers ‘home team’.
YAM Tunku Imran ibni Almarhum Tuanku Ja’afar, thanked Mr. Bob Kemp for his briefing and appealed to the NSAs to make use of the opportunities of Astro Arena, to promote and develop their sports and at the same time increase the revenue potential of their sports. He stressed the importance of early planning and preparation of their events calendar so as to allow Astro Arena sufficient time to plan their life-broadcast programme. He stated that Astro Arena would benefit the efficient and hardworking NSAs more, and it was therefore important for all NSAs to become more efficient and plan and organise more exciting and attractive competitions.
OCM Weekly Highlights July 2, 2009
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