Astro being the super content aggregator in Malaysia has always been the top destination for entertainment amongst Malaysians. Here’s a look at 2021’s most loved programmes for marketers to craft this year’s playbook on content and consumer-based marketing.

Best in Malay Heart-wrenching Dramas and Variety

Malay reality show favourites promise non-stop entertainment, high engagement and brand opportunities to stay current in pop culture. The no.1 Megadrama in Malaysia, Rindu Awak Separuh Nyawa comes out on top with leading actors, Shukri Yahaya and Uqasha Senrose at the helm. As the most trended topic on Twitter and YouTube, this show tugged at the emotional strings of over 8.3 mil Malaysian drama lovers at home. 

Runner ups include Astro’s biggest original IPs, Konsert Gegar Vaganza currently in its 8^th season, this reality hit won the Best Music and Dance Programme at the recent Asian Academy Creative Awards 2021. Maharaja Lawak Mega 2021’s juicy finale episode left viewers at home roaring with laughter.

Keeping Chinese Audiences Informed and Entertained

2000 Prime Talk and Evening Edition allow Chinese audiences to wind down and catch up on the latest breaking stories of the day. Astro’s Classic Golden Melody Singing Competition’s All Stars edition which is in its 21^st year is an international household name bringing in amazing talents and gaining followers across Southeast Asia.

Championing Home Cinema for English Viewers

Topping the lists for the English segment are Hollywood box office action films Jack Reacher and Bad Boys for Life, followed by favourite animation children’s movie, The Angry Birds Movie.

Tamil Cinema Pulled in Indian Film Lovers

Three Tamil cinematic action films are favourites of Indian viewers – Doctor directed by Nelson Dhilipkumar holds the number one spot, think Guy Ritchie films with the look and feel of Spanish thrillers; Sulthan, an action movie drama with high production values; and Viswasam, a 2019 action drama which earned a thumbs up from critics and international audiences.

K-Series, K-Variety, K-Hits

Penthouse season 2 is a Korean series filled with suspense, crime and mystery which delivered some hugely addictive TV with twists and turns.

The must watch for K-Variety shows, Running man comes next! Having won an award at the 2021 SBS Entertainment Awards, this urban action variety programme is a huge hit. With Korean content breaking into the international mainstream scene, why wouldn’t Malaysians want to watch a battle of post-apocalyptic zombies? This is why highly anticipated Peninsula comes in third. 

2021’s Breaking News Kept Malaysians Informed

The most watched top news programmes on Astro cover prime time Malay news segments. Buletin AWANI, AWANI 7:45 and AWANI Ringkas connect daily with Malay PMEBs audiences. It’s no wonder Astro AWANI ranked the Most Trusted News Brand in Malaysia in 2021 once again.

Most Memorable Sporting Moments of 2021

Having landed a place in Twitter’s 2021 top 7 tweets, Astro Sports brought together millions of proud Malaysians to the screens particularly on the Tokyo 2020 Olympic and Paralympic Games, EUFA EURO 2020 and the on-going Premier League.

Best Kids' Content of 2021 (That Parents Will Love Too)

Coming up on top under the GenNext segment are two animation series, Tsurupika Hagemaru and New Doraemon which became the staple favourites of children across the nation. “Buatan Malaysia” by Astro Ceria, Legenda Puteri Bulan - a beloved family movie inspired by the classic tale, has also made an impressive splash.

This 2021 review sheds light on the preferred genres of Astro watchers. In general, viewers stayed glued to screen because of action packed and entertaining content from both the local and international scene.

The full lists are included below.

Source: Kantar Media DTAM, Individual 4+, Period: Jan – Dec 2021.  Number denotes total reach for seasonal programmes and average monthly reach for on-going programmes.