Astro Supports Industry Move Towards a Single Audience Measurement Framework
Astro is part of a growing industry-wide effort to develop a Single Audience Measurement (SAM) framework, working with broadcasters, advertisers, agencies, digital platforms and streaming services through the Joint Industry Committee (JIC) led by the Communications and Multimedia Content Forum of Malaysia (CMCF). The initiative aims to establish a common, trusted audience measurement currency that reflects how Malaysians consume content across an increasingly fragmented media landscape.
"Media and entertainment consumption has changed significantly yet the measurement and reporting hasn’t. Today’s viewing is beyond linear, to include on-demand, on-the-go and on multi-devices. Any new measurement today must capture and reflect these and to do so recognising Malaysia’s colourful demographics," said Henry Tan, Astro Interim GCEO.
As a member of the JIC, Astro supports the industry's collective push to address longstanding challenges associated with fragmented audience measurement systems. With audiences moving seamlessly between television, streaming, social media, websites, mobile applications and other digital platforms, the proposed SAM framework is envisioned to provide a unified, people-based and de-duplicated view of audience behaviour across media channels.
The industry-led initiative seeks to improve cross-platform media planning, audience evaluation and advertising effectiveness, while providing greater accountability and transparency for advertisers, agencies and media owners. According to CMCF Chairman Datuk Rafiq Razali, the objective is to create a common audience measurement currency that the market can rely on when making decisions about content, advertising and investment.
A key milestone in the initiative is the launch of an industry-driven Request for Information (RFI), which invites audience measurement providers, research companies and subject matter experts to share global best practices and methodologies that could help shape Malaysia’s future SAM framework. The RFI is open from 17 August to 14 September 2026 and will support the industry's efforts to build a measurement system that reflects the realities of modern media consumption. For more information, visit https://contentforum.my/single-audience-measurement/