The World: Jakarta - Astro appoints Y&R to launch pay-TV in Indonesia

Astro, the Malaysian pay-television operator, has appointed Young & Rubicam to handle the launch of its pay-TV platform in Indonesia.

The move continues Y&R's return to the Indonesian market following the agency's appointment to the Singapore Tourist Board and Caltex accounts earlier in the year.

Astro is awaiting regulatory approval for its bid to acquire 51 per cent of PT Broadband Media, which operates Indonesia's Kablevision. With an investment of £500 million, Astro aims to convert 3.5 million Indonesian subscribers by 2010 and increase the pay-TV penetration rate in the country, which stands at less than 1 per cent of the 30 million TV households.

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