KUALA LUMPUR, June 17 (Xinhua) -- Malaysia's pay-television operator Astro Malaysia announced Monday it had entered into a strategic partnership with iQIYI, a market leading online entertainment service in China.

Astro said in a statement, under the partnership, it has the exclusive rights to deliver iQIYI content on TV, On Demand and OTT (over the top) in Malaysia including the world's first iQIYI branded channel comprising iQIYI's extensive slate of original content from drama to variety shows and movies.

Astro will also take the lead in customer acquisition, marketing and media sales, according to the statement.

Astro chief executive officer Henry Tan said, the partnership represents an incredible opportunity as iQIYI presents in technology leadership and content innovation.

"The partnership enables us both to leverage on the strength of our brands and skillsets to extend our reach in the content world which is increasingly personal and digital, he added.

"We are delighted that Malaysians love iQIYI's content. We hope that our partnership with Astro will excite and benefit our fans as we bring more original iQIYI's content," said Yang Xianghua, iQIYI president of membership and overseas business group. Enditem

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