Astro is a monopolist
in Malaysia’s satellite television industry.
Firstly, Astro is price maker but with the scale of demand. It keeps on increasing price but is still having an increase in total revenue because the increase in price has
caused a slight decrease in demand but the total revenue is higher than before.
Profit maximizing
output (QM)
Secondly, it has a
large initial investment. In July 2013, Datuk Rohana (CEO of Astro) invested 6.4m
to 18 new transponders by 2019.
Rohana (Astro CEO)
New transponder
Thirdly, it
differentiates its attributes from potential competitors. Malaysians can enjoy
free satellite television through a service called NJOI which launched by
Malaysia PM, Najib in 2011.
Najib
In my view, Astro tend
to gain more profits by raising its popularity. NJOI is provided to customers with low-income. Astro targets these audiences and thus,
it holds the whole market.
Finally, Astro has the
directive of government. It is the only one TV operator given exclusive licence
for 20 years.
As a conclusion,
Investments of Astro to
restrict new entrants are too high. In order to decrease market price,
government should implement reforms to encourage new entrants.
Additional information:
Government reaction to USA
Satellite TV market
Direct TV and
Dish Network is the only two companies that
offer satellite TV in USA.
Dish Network has attempted
to buy Direct TV but U.S. regulators blocked the deal in 2002.
Ten years later, Direct
TV CEO Micheal White said, “Consolidation could be pro-consumer, perhaps.” Besides,
its competitor, Dish Network chairman Charlie Ergen also stated that he would
like to merge with Direct TV.
But, till now they
still haven’t passed muster with the FCC and antitrust officials.
Based on FCC (Federal
Communication Commission) official website, it capitalizes on its competencies
in promoting competition, innovation, and investment in broadband services and
facilities. This is why a merger between Direct TV and Dish Network can’t be
completed.
If only Malaysia
government launches the same policy, so we could make our choices.
Reference: