When Muslim Pro owner, Bitsmedia, ventured into streamed entertainment, the idea was to expand engagement with its millions of users around the world. Adding an AVOD layer is another step forward in the ultimate goal of providing a digital home for all things Muslim. Malena Amzah spoke to Qalbox head of content, Junaidah Said Khan, about the new initiative.  

Faith-based streaming programming expanded in August this year when Qalbox unveiled its first AVOD platform. The move marks a major milestone in parent company Bitsmedia’s mission to expand global access to its content suite.

Qalbox AVOD is available worldwide to all users of the Muslim Pro app, and runs alongside the platform’s ongoing SVOD subscription, priced by location. In Singapore, the annual SVOD price is SG$34.99/US$26.

The inspiration behind Qalbox AVOD is to celebrate and share the global Muslim identity, and to highlight “the diverse narratives of Muslims around the world,” says Junaidah Said Khan, head of content for Muslim Pro and Qalbox. 

Inclusivity and diversity are central to Qalbox’s approach; the platform acquires content from around the world and has enhanced its localisation efforts, offering languages such as French, Bahasa Melayu and Bahasa Indonesia. 

“Our goal is to further these efforts to create a comfortable and enriching user experience for everyone, regardless of their background,” Khan says.

The AVOD content focus is morals-driven movies, historical AI productions and Quran readings, catering to all ages. 

Special attention is being given to raising the profile of women. 

Khan speaks about curating special content rails, producing and acquiring titles that champion women in Islam. “Recognising that most clerics in the industry are male, we take positive action to collaborate with and feature female scholars and experts,” she says. 

Qalbox also addresses mental health from an Islamic perspective to help remove social stigmas.

“We believe this approach will benefit our users greatly, providing consumers with a deeper understanding of mental well-being,” Khan says.

At launch on 1 August, the Qalbox AVOD line up was led by two movies and a drama series from Turkey, with aims to add five new highlights every month by the end of the year. These will include features, series and children’s programming.

One of the two AVOD movies kicking off the ad-supported initiative is Turkish animated feature "Tay 2" (2024) from Istanbul-based Siyahmarti Animation Studios. The film is about a colt, Riyah, as he journeys from Quds to Mecca, inspired by his mother’s legacy, to become a messenger horse.

The second is 2021 Turkish film "Suveyda", written and directed by Mesut Uçakan, about an 11-year-old boy who dreams of becoming a hafiz of the Quran and learning the language of birds as he navigates adolescence amid social and political turmoil of the 1930s.

The series is 2018 Turkish action/war drama, "Mehmed the Conqueror" season one (18x45/48 mins), about a man who, after his father’s death, faces fierce obstacles to conquer Constantinople.

The platform will include approximately 30% original content, produced in collaboration with global content suppliers from Turkey, the U.S., Egypt, the U.K. and Malaysia, among others.

“Through AVOD, we aim to penetrate new markets and increase user engagement within the app. Additionally, the ad-based service provides more options for our customers, balancing cost and content variety,” she adds.

User feedback plays a critical role in shaping the content on Qalbox AVOD. The platform relies on data analytics and direct user input from surveys and polls to refine its offerings. This feedback has been instrumental in curating a large selection of trusted children’s content and deeper faith-based programming, particularly during free promotional weekends, where the full platform is opened to all users, and seasonal campaigns.

“Parents’ feedback on educational content is valuable, leading us to offer a large selection of safe and trusted kids’ content on AVOD, allowing parents to trust the content their children consume on Qalbox,” Khan says.

Qalbox plans to expand its reach within the global Muslim community through partnerships and by leveraging technology. Khan says the introduction of features like “Livestream” underscores the platform’s commitment to growth and engagement. 

▶ Published in ContentAsia September 2024 magazine