Dylan Sugenthiran

Content Business Strategy Management & Marketing, Astro First - Pay Per View/ Pay Video on Demand

• Spearheaded the development and execution of content strategies for Astro First, a key Pay Per View/Pay Video on Demand service, driving revenue and audience growth.
• Managed end-to-end content marketing initiatives and campaigns, collaborating with cross-functional teams to ensure impactful delivery and brand alignment.
• Cultivated and maintained strong relationships with international movie studio partners (NBCUniversal, Warner Bros. Discovery, Sony Entertainment, Paramount Pictures) to secure premium content.
• Led contract negotiations and renewals for content acquisition, optimizing terms and ensuring a robust pipeline of local and international content.
• Oversaw business performance management, including P&L analysis and forecasting, to inform strategic decision-making.

Key Achievements:

• Successfully Project Managed the Strategic Merger of Astro Best and Astro First: Project managed a complex cross-functional initiative to consolidate Astro's Pay Per View offerings under the unified Astro First brand within a compressed 1.5-month timeline. This involved aligning pricing, rebranding all PPV assets, and ensuring seamless integration across Finance, Broadcast Engineering, Operations, Digital Product, and other key departments. The merger resulted in a 75% increase in transaction volume post-implementation.
• Pioneered the Extension of Astro First on Sooka: Played a crucial role in the strategic expansion of Astro First's reach by launching it on the Sooka platform, tapping into a new customer segment and establishing a new revenue stream. This initiative facilitated the acquisition of both greenfield and brownfield customers for Sooka.
• Negotiated the Removal of Minimum Guarantee with a Key Content Partner: Instrumental in negotiating a revised agreement with an international content partner to transition to a purely revenue-sharing model, resulting in significant expense reduction and increased revenue potential through mutual collaboration.
• Secured International Distribution Partnership for Astro Shaw: Contributed to Astro Shaw's international expansion strategy by successfully pitching and securing a partnership for the international distribution of Astro Shaw films and premium series (Astro Originals) at the Cannes Film Market 2024 in Cannes, France.

Innovation & Initiatives:

• Introduced and Implemented "Premium Window" Early Access: Conceptualized and launched a limited-time premium content offering, providing customers with early access to films (40-50 days post-theatrical release) at a premium price point, capitalizing on content relevance and generating incremental revenue.
• Championed the Development of "Astro First Early Bird & Coming Soon" Features: Collaborated with internal stakeholders (Linear & VOD Operations, Broadcast Engineering, Digital Product Team) to implement and launch features designed to build anticipation and drive early engagement for upcoming Astro First titles (scheduled for late 2025).
• Facilitated "Astro First as Free Redeemable" Campaigns: Partnered with internal teams to offer free movie redemptions to Astro's loyal customers and investors during specific campaigns, enhancing customer appreciation and engagement.
• Drove Strategic Marketing Ventures for Astro First: Identified and executed various marketing initiatives to elevate brand awareness and transaction volume, including collaborations with international studios, media buying agencies, Astro Rewards, and Astro's radio and digital platforms.
• Optimized Content Curation on Astro On Demand Store: Continuously curated title offerings on the Astro On Demand Store, aligning with current trends and thematic programming to enhance discoverability and increase transaction rates.

Business Development & Partnership Astro Shaw & Malay Business Nusantara Business

• Led contract negotiations for film investments and strategic partnerships, ensuring favorable terms and mutually beneficial outcomes.
• Facilitated licensing agreements and logistical arrangements for corporate, cultural, and awareness film screenings, including collaborations with international organizations (Alliance Française KL & Paris, FINAS, Memphis in May International Festival).
• Managed Film IP Rights and Infringement, proactively monitoring and addressing the misuse of Astro Shaw's intellectual property.
• Consolidated and presented comprehensive reports for the Content Management Group, including Annual Reports, Quarterly Analyst Presentations, and Monthly/Weekly Exco updates, providing critical insights to management, stakeholders, and investors on industry trends and performance.

• Generated daily media monitoring reports, providing timely analysis of industry, government, and company news.
• Supported the execution and successful launch of the HEINEKEN Cares Programme, a key CSR initiative by HEINEKEN Malaysia.
• Assisted in the launch events for HUAWEI Malaysia products (HUAWEI GT 3, Watch GT Runner, and Freebuds Lipstick), including event organization and coordination of APAC Autumn Launch.
• Drafted and disseminated press releases for HUAWEI Malaysia product launches and promotions, effectively building media awareness and interest.
• Analyzed media coverage, identifying client reach and performance, and benchmarking against competitors.