Malaysia’s new streaming site ‘Nurflix’ hopes to tap the Muslim market

Malaysia is all set to provide "responsible streaming" and halal content for the Muslim audience.

Nurflix, the Islamic entertainment streaming service will start its trial phase next month, with an initial 10,000 subscribers, reported by The Strait Times.

Nurflix will stream 12 original dramas and films featuring popular local actors. The streaming site started with a whooping $13.2 million budget.

Nurflix is the brainchild of chief executive officer Syah Rizal Mohamed, a former member of nasyid (Islamic ballads) group Brothers.

According to Nurflix's corporate communications director Izaiha Zainol, "Media content is able to change the thinking and culture of this generation. The existing filtering system does not solve the real issue, that is the content mould or guidelines."

Nurflix wants to capture the Muslim market in Malaysia who yearns for Islam-based, family-oriented dramas and movies.

Mr Ahmad Hazeri Ibrahim, 47, a Nurflix subscriber, feels that it is time for Muslim parents tofind an alternative medium for entertainment.

"We should give Nurflix a go. It's important to filter the content because, as a parent, I would like my children to be instilled with good values even when they're looking for entertainment," said Mr. Ahmad, who has four children.

Actresses with their heads covered often hold lead roles in local TV series. On YouTube, all the country's top female singers - from Siti Nurhaliza to Yuna - wear headscarves.

As beta testers, subscribers will enjoy the 12 original titles exclusively aired on its stream TV platform, Nurflix.tv, before its official launch in January next year.