Astro Entertainment Sdn Bhd (AESB) and Endemol Asia Ltd announced they are forming a joint venture in Malaysia for the creation and development of new programming for the local market. Through the joint venture, both Endemol and AESB will work together to create and deliver premium local content to all Malaysian viewers including those on Free To Air. The joint venture will have access to Endemol’s global portfolio and will aim to partner with all local broadcasters. It will also develop local content with strong Malaysian values and cultural heritage that can be brought to the global market. This will include drama, entertainment, reality TV and game shows. Senior appointments are expected to be made soon including the role of Managing Director, which in the meantime is being fulfilled by Arjen van Mierlo, Endemol’s CEO of Asian Operations. Arjen van Mierlo comments, “This partnership underlines Endemol’s commitment to Asia, a region that we regard as offering significant growth opportunities. Malaysia has a vibrant and rapidly expanding TV market and joining forces with a broadcaster of Astro’s status puts us in an extremely strong position here.”