Kuala Lumpur, (March 5, 2014) – KIX HD (Astro Channel 729), Malaysia’s No. 1 HD action entertainment channel, has officially started the “Are You Tough Enough?” Challenge to search for “Malaysia’s Toughest” with a magnificent showcase of toughness. Malaysia’s youngest strongman, Zarol ‘Baby Ox’ Alfiyan, took up the challenge of pulling two Hummers chained together, to ask Malaysians the big question: “Are You Tough Enough?” The amazing spectacle marks the launch of a month-long recruitment to find ten of Malaysia’s toughest individuals by KIX HD and Astro, the official platform.

“KIX HD epitomizes toughness with the warriors from our MMA (mixed martial arts) fight events, the action babes from our movies and series, and the daredevils from our reality shows. So it is natural that we ask our audience ‘Are You Tough Enough?’ We want to see if we can find at least ten people from our Malaysian viewers who are just as tough, if not tougher, than the action heroes and heroines we show on our channel. Let’s hope we can find some guys and ladies with the guts to challenge themselves and show everyone what they are made of,” said Andy Chang, Senior Vice President, Marketing of Celestial Tiger Entertainment.

“KIX HD has been one of Astro's most popular HD channels and we are excited to partner with KIX HD in search of Malaysia’s toughest. “Are You Tough Enough?” is another example of the high energy action programmes we have come to expect from KIX HD and goes beyond the television screen,” said Junaidah Said Khan, Senior Assistant Vice President, English Customer Business, Content Group, Astro.

Following the spectacle, KIX HD will be deploying the KIX HD “Tough Troopers” across hotspots in Klang Valley to find Malaysia’s toughest individuals to compete in a final showdown. The month-long recruitment will see the “Tough Troopers” challenging Malaysians to a series of physically-demanding as well as mentally-challenging activities. Ten finalists will be chosen to compete in the “Are You Tough Enough?” Challenge for the title of “Malaysia’s Toughest” and a grand prize of RM30,000. The final showdown will be held on 26 April 2014, 2pm – 4pm, at the Orange Concourse of Sunway Pyramid.

“The finale event to be held in Sunway Pyramid will be an ultimate showdown of toughness, much like fighters who compete in a mixed martial arts cage. This is a feat that involves challenging one’s core strength and mental endurance, pushing one to their very limits and emerging stronger and tougher than ever before,” said Peter Davis, the Malaysian MMA champion, actor and model.

The Challenge is opened to all Malaysian residents.  Anyone can apply by filling out an online application at www.KIX-TV.com/tough.  For more information, please visit the website or like KIX HD’s Facebook page at www.facebook.com/WatchKIX. The “Are You Tough Enough?” Challenge is fueled by main sponsor Berocca, venue sponsor Sunway Pyramid and supporting sponsors Everlast, Fitness First and GNC.

(From right to left, on stage) Andy Chang, Senior Vice President, Marketing of Celestial Tiger Entertainment; Junaidah Said Khan, Senior Assistant Vice President, English Customer Business, Content Group; Astro, Malaysia's youngest strongman; Zarol 'Baby Ox' Alfiyan, Yvonne Chew; Associate Marketing Manager of Bayer and Peter Davis, the Malaysian MMA champion, actor and model; attended the official ceremony to kick off the KIX HD "Are You Tough Enough?" Challenge to search for Malaysia's Tougest.

KIX HD kicks off the "Are You Tough Enough?" Challenge to search for Malaysia's Toughest with a magnificent showcase of strength in Sunway Pyramid.

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Media Contact:

Pauline Poon

Celestial Tiger Entertainment

T: 852 2239 6131

E: pauline.poon@celestialtiger.com

About Celestial Tiger Entertainment

CELESTIAL TIGER ENTERTAINMENT (CTE) is a diversified media company dedicated to entertaining audiences in Asia and beyond. The company focuses on the operation of branded pay television channels, content creation and content distribution targeted at Asian consumers.

CTE operates a powerful bouquet of distinct pay television channels including: CELESTIAL MOVIES, the most widely distributed 24-hour Chinese movie channel in the world; CELESTIAL CLASSIC MOVIES, the gateway to an unparalleled array of Chinese movie masterpieces; CELESTIAL MOVIES HD, the latest Chinese movies in high definition; cHK, a one-stop channel for cool, chic, and contemporary celebrity-powered Hong Kong entertainment; KIX and KIX HD, the ultimate destination for action entertainment in Asia; and THRILL, Asia's only horror and suspense movie channel.

As one of Asia's largest vertically integrated independent entertainment companies, CTE produces original content which complements its channels business. CTE is also the exclusive sales agent for Hollywood studio Lionsgate in Greater China and Southeast Asia, and represents Lionsgate’s television content and vast feature film library in Japan and Korea as well.

Headquartered in Hong Kong, CTE’s majority shareholders are Saban Capital Group, a leading private investment firm specializing in the media, entertainment and communications industries; Celestial Pictures, a major Asian entertainment company wholly-owned by Astro, the owner and operator of the leading DTH platform in Malaysia; and Lionsgate, the world’s largest independent filmed entertainment studio.

For more information, please visit www.celestialtiger.com.

About Astro Malaysia Holdings Berhad

Astro Malaysia Holdings Berhad is a leading integrated consumer media entertainment group in Malaysia and Southeast Asia with operations in 4 key areas of business, namely pay-TV, Radio, Publications and Digital Media.

With a customer base of over 3.7 million residential customers or approximately 55% penetration of Malaysian TV households, Astro offers 170 TV channels, including 38 HD channels, delivered via DTH satellite TV, IPTV and OTT platforms. Astro provides HD, 3D, PVR, VOD and IPTV services through Astro B.yond and Astro On-The-Go. Fulfilling its promise to bridge the digital divide for all of Malaysia, Astro has introduced NJOI as the country’s first non-subscription based satellite TV service, offering 22 TV and 20 radio channels.

Astro has developed strong in-house production capabilities. We are the leading producer of vernacular content catering to the multi-ethic and multi-lingual communities in Malaysia. We produce close to 9,000 hours of content annually in multiple genres, creating strong vernacular content IPs and iconic brands, which are dominating the comedy, Islamic, edu-tainment and Hokkien content space.

Astro Radio includes Malaysia’s highest rated stations across key languages and is available on both terrestrial and digital channels, reaching approximately 12.2 million weekly listeners and capturing a 51% share of listenership in Malaysia. Astro also publishes entertainment and lifestyle magazines and its digital arm is involved in digital publishing, applications and platforms.

Astro holds the distinction of the “Gold” award in the Media and Entertainment category at the Putra Brand Awards for 4 consecutive years from 2010 to 2013, including the “Brand of the Year” award in 2012 and the “Brand Icon” award in 2013. Astro recently won three Stevie Awards in 2013 International Business Awards for CSR initiatives. These awards are in recognition of Astro’s efforts to exemplify innovation, quality and strong corporate responsibilities.