PRIMEtime

PRIMEtime
Country	Malaysia
Headquarters	Bukit Jalil, Kuala Lumpur, Malaysia
Programming
Language(s)	English
Picture format	16:9 HDTV (1080i)
Ownership
Owner	Astro, Measat Broadcast Network Systems
History
Launched	15 September 2021; 3 years ago
Replaced	Hello HD; Kix
Closed	4 September 2023; 16 months ago
Replaced by	Showcase (now Astro Showcase)

PRIMEtime was a 24-hour English-language pay television channel in Malaysia owned by Astro. The channel airs general entertainment programmes with content primarily on canned shows from the United States.^[1]^[2]

Alongside its sister channel Showcase Movies, BOO, EGG Network and TA-DAA!, it made its official launch on 15 September 2021 in a response to the closure of the Disney/Fox channels in Southeast Asian region on 1 October 2021 which replaced Kix which ceased broadcasting on 1 July 2022.

After 3 years of broadcasting, PRIMEtime will end on 4 September 2023 together with Astro Xiao Tai Yang (merged with Astro AEC and On Demand) and Astro Tutor TV SK (now Astro Tutor TV) and shows from this channel will be aired on Showcase (now Astro Showcase; must have "Movies" pack before watching).

Programming

The channel has a line-up of programmes primarily from Paramount Global Distribution Group, Sony Pictures Television and NBCUniversal, in addition to locally-produced English programmes and from Astro's Go Shop block.