PETALING JAYA: Astro Malaysia Holdings Bhd has launched a differentiated over-the-top (OTT) online video service called “Tribe” for video consumers in Asean. In a statement last Friday, group CEO Datuk Rohana Rozhan said Tribe is premised on the group’s aspiration to build on its customer reach and content scale, leveraging on its experience in serving diverse customers and marketplace. “It remains our commitment to build on our vernacular capabilities, and signature IP’s as Astro, as well as in collaboration with key partners regionally and internationally. “Understanding there is no one-size-fits-all go to market strategy, Tribe will seek complementary win-win partnerships with local telecommunications and media companies in each market, to jointly build on customer reach and relationships while leveraging on combined invested platforms and technologies to deliver a greater customer experience,” she added. Meanwhile, Tribe CEO Iskandar Samad said the online video service will deliver highly tailored content, both live and on-demand. Through feedback from users, it will tailor the content slate to suit their preferences, he added. For Indonesia, Tribe will start by offering live and on demand content for Korean drama fans, sports fans and Asian movie buffs. “We are working on personalised discovery and recommendation, and will progressively add features such as download to-go and integrated social media engagement over the coming months,” Iskandar said.