KUALA LUMPUR, Sept 14 ― Astro Malaysia Holdings Bhd reported a higher pre-tax profit of RM448.985 million for the six months ended July 31, 2016 from RM414.67 million in the previos corresponding period.

In a filing to Bursa Malaysia, Astro said its revenue for the period rose to RM2.79 billion from RM2.69 billion previously.

However, pre-tax profit for the second quarter was lower at RM168.91 million compared to RM184.25 million in the previous corresponding period.

In a separate statement, Astro said revenue growth in first half of its financial year ending Jan 31, 2017 (FY17) was supported by better performance of advertising expenditure and Go Shop, Astro's online shopping platform.

"Advertising income grew by 10 per cent year-on-year (YoY) to RM336.3 million from RM304.5 million in first half of FY16, underpinned by Astro’s increased reach and integrated play of TV, radio, mobile and digital which are drawing in viewers, listeners and advertisers,” it said.

Astro Group Chief Executive Officer, Datuk Rohana Rozhan, said: "We are now serving five million or 69 per cent of Malaysian households with growth primarily driven by our subscription-free TV service, NJOI (+38 per cent YoY)”.

She said the group's challenge was to provide a choice of content, products, services, value propositions and customer experiences, and to achieve this, it would focus on getting to know its customers better.

Meanwhile, Astro Chairman, Tun Zaki Azmi, said the group remained focused on delivering long-term shareholder returns and progressive dividend policy.

Astro is declaring a second interim dividend of 3.0 sen per share, 9.0 per cent higher compared to the same period last year. ― Bernama