Malaysia welcomes its first halal TV streaming service

Nurflix team during a script reading rehearsal for the upcoming drama Light & Love which is being filmed in Kuala Lumpur. (Photo courtesy: Nurflix Facebook page)
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Updated 22 September 2020

Malaysia welcomes its first halal TV streaming service

  • Service attracts more than 10,000 subscribers since July

KUALA LUMPUR: Netflix could soon have competition from a homegrown entertainment platform in Malaysia which, its makers say, will cater to Muslims’ “halal TV” needs based on Islamic values.

Dubbed “Nurflix,” the platform is Malaysia’s first Shariah-compliant streaming service and has attracted more than 10,000 subscribers since July.

Nurflix is the creation of Syah Rizal Mohamed, who wants to produce and release original content for the platform before its official launch in January.

“We spent $9.7 million for the startup, but the company will produce 1,000 (items of) original content in multiple categories like mainstream, educational, spiritual and motivational and kids, with about 12,000 episodes in the first five years of operating,” the 43-year-old CEO told Arab News.

He also plans for Nurflix to acquire content from local and international producers, as long as they align with the service’s production guidelines, with a focus on markets in Malaysia, Brunei and Singapore before setting up internationally.

“We see ourselves covering the Southeast Asian region in the next five years with our readiness to establish hubs in the Middle East and Europe to gain traction in the international market.”

He said the decision to tap into the streaming service market was driven by the rapid growth of video-on-demand media and consumers choosing this, as well as over-the-top subscription services, as their main form of entertainment. 

Consumers agreed that there was a market for a halal content platform.

“The Islamic streaming service just enriches the Islamic entertainment ecosystem because there is a niche for it,” 25-year-old public relations executive Puteri N. Balqis told Arab News.

Media consultant Amir Hadi Azmi said a Shariah-compliant streaming service was an interesting niche, particularly for more conservative users, but that the concept was not unique to Islam or Muslims.

“In America, for example, there is a service called Pure Flix which caters to more conservative Christian viewers,” he told Arab News.

Amir Muhammad, managing director of Kuman Pictures, said that as a producer, the more outlets that were made available to content producers and filmmakers, the better. Kuman Pictures, which is known for releasing horror and thriller content, could create appropriate content if need be.

“I have not seen their actual guidelines, but if they want halal horror, we will give them halal horror,” he told Arab News.

The Nurflix CEO said there would be a Content Advisory Council and that it would be headed and supervised by Habib Ali Zaenal Abidin Al Hamid and the Honorable Ustaz Raja Ahmad Mukhlis.

“Productions, including third-party content providers, will be monitored by the council to ensure the end product abides by the set guidelines. Nurflix is unique in the market because it is not just offering Islamic-guided content. The production will be monitored by the council to ensure all aspects of work are conducted in a Shariah-compliant manner.”

Although there is no formal collaboration with the Islamic Affairs Department, he said that Nurflix’s ideas and concepts had already been shared with Islamic Affairs Minister Dr. Zulkifli Mohamad Al-Bakri.

When contacted by Arab News, the director-general of Malaysia’s Department of Islamic Development Paimuzi Yahya said his department was still working on “collaborating with the streaming service” and declined to comment further.


Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

Updated 20 October 2020

Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

  • Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets
  • Shoueiry founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region

RIYADH: Publicis Groupe MEA today announced the departure of Kamal Dimachkie, chief operating officer, Publicis Communications, UAE and Lower Gulf. Dimachkie is a senior executive who joined Leo Burnett in February 1985. The company has appointed Samer Shoueiry to assume the role in conjunction with his current responsibilities as chief digital officer, Publicis Communications, Middle East from Dec. 1. Dimachkie’s decision to leave comes after 33 years with the company. He will leave his current position on Dec. 31 and continue to act in a consultative capacity until June 2021 in order to ensure a smooth transition.

Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets including the US, Lebanon, Saudi Arabia, Bahrain, Kuwait and the UAE.

Raja Trad, executive chairman at Publicis Groupe MEA said: “I respect Kamal’s decision. He has been a friend and a colleague for over three decades, and not just I but the entire Publicis Groupe family will miss him. His tenure at the Groupe has been characterized by a clear commitment to values that are central to our philosophy. Kamal’s adept leadership propelled the agency to new heights — we won more than 250 accolades and added numerous international and local clients to our roster. I want to thank him for his immeasurable contribution to the Groupe and wish him all the best for his professional future.”

Dimachkie added: “Leo Burnett and Publicis Groupe have been my life for the past 33 years, and I am proud to have been a part of a glorious journey during which I have had the opportunity to serve the company in different roles in six countries, to have contributed to numerous clients and raised the bar internally and within the industry. Part of this has been the joy of working with a wonderful team and leadership, whom I have partnered with, learnt from and shall forever call my friends and brothers in arms. I am grateful to have lived the glory days of advertising with one of the best agencies in the world and to have worked with some of the most inspiring and creative people. I look forward to working with Samer on the upcoming transition and wish him success in his new role.”

Shoueiry, who will take on Dimachkie’s role, has over 21 years of experience across business, design and innovation. He has consistently delivered a robust performance in Publicis’ Experience Design and Experience Strategy, founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region.

Commenting on his appointment, Trad said: “Samer has a record of leadership and value creation, deep experience in generating groundbreaking brand experiences, as well as a focus on strategic design, innovation excellence and a strong technological footing. I look forward to continuing to work closely with him to drive our digital transformation in the region and support the spread of innovation through investments in our people, technology, platforms and tools. Together, we will ensure that we continue to move our business forward in the Connected Age through a data-led, digital-first approach.”

Shoueiry further added: “Kamal has built a strong foundation for future growth, including strengthening our team and expanding our scope of work. The current climate has accelerated digital transformation globally, and we are looking at a future where online and offline coexist to augment consumer experience in an interconnected brand universe. E-commerce is a necessity, digital equities are your flagship stores, search and social your new outdoor. With this new beginning, I will focus on further strengthening our creative strategy-to-results development to offer the best consumer-centric experiences and build brand value.”