Astro joins Malaysia's Single Audience Measurement drive, RFI opens through Sept 14
The Communications and Multimedia Content Forum of Malaysia (CMCF) is leading a Joint Industry Committee that includes Astro, other broadcasters, advertisers, agencies, digital platforms and streaming services, to develop a Single Audience Measurement (SAM) framework for the Malaysian market. Astro Interim GCEO Henry Tan said, "Media and entertainment consumption has changed significantly, yet the measurement and reporting haven't," pointing to viewing that now spans on-demand, on-the-go and multi-device use across the country's demographics. CMCF Chairman Datuk Rafiq Razali described the goal as a common audience measurement currency the market can rely on for decisions about content, advertising and investment. The JIC opened a Request for Information on 17 August 2026, running through 14 September 2026, asking measurement providers and research companies to submit global methodologies that could shape the SAM framework.
A single measurement currency would let planners compare television, streaming, digital and mobile audiences on the same terms, replacing the separate, incompatible datasets each platform currently produces. Malaysia's fragmented measurement systems have made cross-platform reach and effectiveness comparisons unreliable, so agencies and advertisers who plan and buy across broadcast and digital inventory stand to gain clearer, de-duplicated audience numbers once the RFI process produces a framework. The RFI window through 14 September 2026 also gives measurement vendors a chance to shape the methodology before it becomes the market standard.
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