Astro Entertainment and Endemol Asia have entered into a joint venture to create and develop programming for the local Malaysian market.

Content in the deal includes drama, entertainment, reality TV and game shows. Already, Endemol has produced local comedies "Impak Minima" and "Jodoh" for Astro. The entertainment company is also in pre-production for local TV movies on Astro and for Mediaprima's TV3.

Senior appointments to lead the effort will be announced soon. Currently, Arjen van Mierlo, Endemol's chief executive officer of Asian operation, is serving as managing director.

"This partnership underlines Endemol's commitment to Asia, a region that we regard as offering significant growth opportunities," says Mierlo. "Malaysia has a vibrant and rapidly expanding TV market and joining forces with a broadcaster of Astro's status puts us in an extremely strong position here. We are excited and proud to be working with them."