Video content discovery and personalisation specialist ThinkMediaAI has announced that Astro, a media and content company in Malaysia, has again chosen ThinkAnalytics to drive viewer engagement on its sooka streaming service.
Sooka features a mix of free, ad-supported channels (including FAST) and premium streaming services that showcase global and local live sports, Asian entertainment, children’s entertainment, and curated local originals.
ThinkMediaAI said it is the focal point of the personalisation experience and content curation on the sooka platform. It noted that by deploying its technology, sooka now delivers better content discovery and personalised content recommendations. This new platform also meets Astro’s needs for future-proof scalability and operational resilience, ThinkMediaAI added.
In addition, Astro deploys ThinkMediaAI for A/B testing, enhancing editorial curation workflows, and metadata enrichment. Astro has chosen to use ThinkMediaAI as a fully managed SaaS service running on AWS.
Peter Docherty, CTO and co-founder of ThinkAnalytics, said: “Astro has been a trailblazer in personalised user experiences in the region for a decade. With this deployment of ThinkMediaAI, Astro is continuing to use the latest AI to innovate in content curation, monetising its investments in content, and creating a market-leading entertainment experience, with the goal of making sooka the number one streaming app in Malaysia.”
.jpg)
Expanded Future Tech to showcase the very best in innovation, technology and talent
After a successful debut in 2025, Future Tech returns to Hall 14 of the RAI this year, with more features, more innovation and more of the technologies shaping the next era of media and entertainment.
.jpg)
UK TV industry advocates out-of-hours guidelines
The UK television industry has backed new guidelines to minimise out-of-hours contact to help improve work-life balance in the sector.
.jpg)
EU approves Paramount's WBD acquisition with conditions
The European Commission has approved Paramount Skydance’s proposed $110bn acquisition of Warner Bros. Discovery.
Isabel Davis to become Director of BFI Filmmaking Funds
The British Film Institute (BFI) has named Isabel Davis as Director of its BFI National Lottery Filmmaking Funds.
Netflix uses GenAI on 300 titles in 2026
Netflix has revealed that nearly 300 titles on its platform have used generative AI, from early concept stages and pre-visualisation through to post-production and release.
.jpg)
.jpg)