Target audience is a broad demographic – Malaysian viewers from different backgrounds; from children to adults, male and female; from beginners to keen cooks.
Astro Ria is seen as one of the best Malay entertainment channel because the programmes that it broadcasts capture the attention and hearts of the Malay community and it is where Masterchef Malaysia is shown to Malaysian viewers.
There is a collaboration between Astro Ria and STAR World to jointly broadcast MasterChef Malaysia. As the No.1 general entertainment channel on Astro, STAR World has brought Malaysian viewers the top rated MasterChef and MasterClass franchise for the past 2 years.
And for the first time, Fox International Channels and STAR World have a strong partnership with Astro Ria in producing a local version of the show and to take the brand further and to build a new set of audience with their reach and to bring MasterChef closer to the Malaysian audiences by injecting local flavors into the show.
This joined effort is a great collaboration in promoting this programme to the Malaysian viewers who comes from different backgrounds. Indirectly, MasterChef Malaysia will highlight the various unique cultures in Malaysia.
The localized MasterChef Malaysia is produced in order to make it more suitable for our multi-races culture. Not only will the contestants be required to cook local cuisines; they will also have to face a variety of challenges, which includes Italian, Spanish, Middle-East, etc.
After watching foreign culinary talents from America, United Kingdom and Australia on screen, Astro now features Malaysians as they showcase their culinary prowess in MasterChef Malaysia.
As most Malaysians would say, food is never too far from their minds.
Reference list:
Mohd Zaid (2011). MasterChef Malaysia – Astro Assembles Impressive Professional Chefs as Judges. [Online] 12 October 2011. Available at: <http://www.mohdzaid.com/2011/10/12/ -chefs-as-judges.html> [Accessed: 2 June 2013]
Seto Kit Yan. (Wednesday March 16th 2011). A cooking show that promotes cultural values. The Star Online. [Online]. Available at: <://ecentral.my/news/story.asp?file=/2011/3/16/tvnradio/8238855&sec=tvnradio> [Accessed: 2 June 2013]
Lipstiq.com, Your Best Kept Secret, 2011. MasterChef Malaysia: “One man’s meat is another man’s poison”. [Online]. Available at: <http://www.lipstiq.com/2011/10/25/masterchef-malaysia-one-mans-meat-is-another-mans-poison/> [Accessed: 2 June 2013]
By Brindha
I've only one concern in this, Brindha. What makes you say, "Astro Ria is one of the best Malay entertainment channel to provide only the best in entertainment..."? Sounds like a personal point of view. Words like 'best', 'nice', 'good' need clearer definition when you use them. E.g. Astro Ria is deemed as one of the best Malay entertainment channel because the programmes that it broadcasts capture the attention and hearts of the Malay community.
ReplyDeleteI take note that the references are edited and written in Harvard format.
ReplyDelete