While streaming platforms and on-demand content dominate the media landscape, traditional television is far from obsolete. BusinessToday spoke exclusively with Avi Himatsinghani, Founder and CEO of Rewind Network, to explore how the network has navigated a rapidly evolving industry.
Drawing on 30 years of experience at global networks such as Star TV and Fox, Himatsinghani shared the strategies behind Rewind Network’s curated channels across Asia.
Rewind Network’s Growth
Rewind Network launched its flagship channel, Hits, in Singapore in 2013, followed by Malaysia in 2014 through a partnership with Astro. Focused on classic TV hits, the channel offered viewers a dedicated 24/7 destination for the best shows of all time—a concept that resonated strongly with audiences and industry partners alike.
Building on this success, the network introduced Hits Movies, celebrating iconic films from the 1960s to the early 2000s, and later Hits Now, curating the newest hits from US broadcasts.
Today, Rewind Network reaches over 22 million homes across 12 countries, demonstrating the effectiveness of its strategy and the power of partnerships with pay TV operators and telcos. Despite a fragmented media landscape, the network remains committed to delivering consistent, high-quality storytelling.
Navigating the Malaysian Market
The Malaysian TV market continues to grow, supported by a mix of free-to-air and pay TV platforms. What sets Malaysia apart is its multicultural audience, which demands a diverse range of content—from local Malay, Chinese, and Indian programming to imported Hollywood and Korean shows, as well as major sports events.
Distribution partnerships with Astro and Unifi TV ensure Rewind Network’s channels reach a broad audience, often bundled with broadband and other services. To remain relevant to younger viewers, the network combines linear TV with on-demand access through apps like Astro’s SUKA.
While classic shows appeal to multi-generational families, Hits Now focuses on contemporary pop culture, including live award shows and popular franchises like American Idol and Shark Tank.
Strategic Partnerships and Audience Engagement
Partnerships are central to Rewind Network’s model. By working with mass distribution platforms in Malaysia, the Philippines, and Indonesia, the network scales effectively without a direct-to-consumer offering. This ensures that its curated content reaches audiences that would otherwise be hard to access.
Younger viewers are engaged through mobile and on-demand platforms, while nostalgic programming keeps older audiences connected. The combination of multi-platform availability and carefully curated content creates a loyal, multi-generational audience.
A Unique Programming Approach
Rewind Network differentiates itself through curation rather than sheer volume. Acting as a “playlist provider,” the network identifies gaps in the market and offers content that is often unavailable on mainstream streaming services. Its channels are designed to deliver a consistent promise of “hits,” building trust and encouraging habitual viewing.
Despite competition from digital platforms and ongoing challenges such as piracy, Rewind Network continues to thrive by focusing on quality, simplicity, and strong partnerships. Upcoming initiatives include thematic programming, such as dedicated months for legendary actors, and expanded coverage of live events—all aimed at keeping content fresh and appealing to a wide audience.
