Astro selects ThinkMediaAI to drive user engagement on sooka

Sooka features a mix of free, ad-supported channels (including FAST) and premium streaming services that showcase global and local live sports, Asian entertainment, children’s entertainment, and curated local originals.

ThinkMediaAI said it is the focal point of the personalisation experience and content curation on the sooka platform. It noted that by deploying its technology, sooka now delivers better content discovery and personalised content recommendations. This new platform also meets Astro’s needs for future-proof scalability and operational resilience, ThinkMediaAI added.

In addition, Astro deploys ThinkMediaAI for A/B testing, enhancing editorial curation workflows, and metadata enrichment. Astro has chosen to use ThinkMediaAI as a fully managed SaaS service running on AWS.

Peter Docherty, CTO and co-founder of ThinkAnalytics, said: “Astro has been a trailblazer in personalised user experiences in the region for a decade. With this deployment of ThinkMediaAI, Astro is continuing to use the latest AI to innovate in content curation, monetising its investments in content, and creating a market-leading entertainment experience, with the goal of making sooka the number one streaming app in Malaysia.”