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First Internet Food TV station in the ASEAN Region Leverages Multiple Adobe Technologies to Enable Cross-Platform Publishing Business Model
Business Enablement with Adobe Solutions
Friedchillies.com is a specialist topic content brand that provides food guides, editorial, reviews and community information for afficionados of Asian food, including street food.
Based in multi-cultural Malaysia – the geographical meeting place of a variety of major Asian cuisines – the company is in the businesses of crossmedia platform publishing for online and print, internet and broadcast TV, and mobile content, as well as content licensing and partnering.
Complete End to End Workflow
“With a complete end-to-end workflow, Adobe’s design, print-production and video solutions have enabled the economics and implementation of our entire cross platform creation to delivery model,” said FriedChillies founder and director, Adly Rizal.
FriedChillies.com successfully competes against industry leaders with far fewer employees and a fraction of the operating budget of traditional publishers or broadcasters.
FriedChillies also writes the food content sections of the Official Malaysian Tourist Pages and Yellow Pages, and of a ‘Yellow Post’ mass consumer weekly produced by a subsidiary of the national telecommunications provider, which provides a great cross platform delivery strategy for the company.
FriedChillies.TV was officially launched online in March 2007. Five months into the project, the company was awarded an e-Content Grant from Malaysia’s Ministry of Science, Technology and Innovation to further develop the country’s first Internet Food Channel.
Higher Viewership Rate and Broader Audience Reach
With 50% domestic Internet penetration including 10% broadband access at 1MB or above in 2008, the publisher now receives 1.5 million brand hits a month domestically and internationally, giving it a higher viewership rate and a broader audience reach than comparable specialist print publishing and terrestrial television programming in the country.
The publisher expects that as it continues to monetize the content platform, 70% of its revenues will be derived from online advertising and from branded content licensing, within 18 months.
“It’s “all about owning the eyeballs through highly engaging content” according Adly Rizal, “and, with Internet TV, we are able to create an efficient platform to deliver original content programming to our fans and receive in return; their loyalty and their eyeball time.”
Content, Chemistry and Technology
From inception, FriedChillies.com monitored trends in online community creation and video streaming, examining the requirements for a social networking and “Word of Mouth” approach to publishing and implementing on multiple opportunities to deliver high quality at a low cost.
The company has now created its own television studio and intends to begin licensing its unique branded content on a variety of delivery channels that go from narrowcast outlets in retail and in railways up to terrestrial television stations domestically and internationally; while strengthening its fundamentals as an independent publisher via its own Internet portal, its online TV feeds, and its publications.
From using Adobe Illustrator, Photoshop and InDesign, and Creative Suite 3 Production Premium for the design and implementation of its off- and on-line publications, the move into online television was spurred by the technical and commercial viability of delivering video directly to viewers via Adobe Flash (FLV) Player, thus bypassing traditional models of video broadcast distribution.
Adobe Creative Suite 3 Production Premium enabled the economics of PC based digital production for FriedChillies.com while Adobe Onlocation’s monitoring tool provides valuable production support for the directors in the studio, whilst other applications bundled in the suite enable video editing, motion graphics, voice over and soundtracks. Almost the entire suite is leveraged to produce high quality, engaging video for the FriedChillies Internet TV channels.
With two Adobe Creative Suite 3 Production Premium licences, one Adobe CS3 Premiere Pro licence, and one Adobe CS3 InDesign licence, FriedChillies is currently running on an open source platform.
Implementation and integration of Adobe Flash (FLV) Player into the publisher’s current html-based blogging system with mySQL, Apache and PHP architecture, was conducted with in-house resources, after 6 months’ trial use and experimentation.
Fried Chillies was an early user of the Adobe Media Player beta version, and intends to use the customizable desktop platform for users to subscribe to, and automatically download new content as it becomes available. The publisher will be able to “custom skin” content playback screens, carry out sophisticated measurement of usage data even when video content is viewed offline, and further monetize the business model with contextual advertising placement.
FriedChillies is also looking at opportunities to deploy Adobe® Flash® Media Server 3 for streaming media with industry standard H.264 video capabilities and High Efficiency AAC (HE-AAC) audio support, to give the Internet TV station a more efficient, instant-on video experience with enhanced imagery functionality, that is encrypted for digital rights management, to the Web, to the desktop via Adobe Media Player, and to mobile devices with Adobe Flash Lite™ 3 so viewers can enjoy high quality broadcast television both online and offline in an engaging, customized video experience.
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