News
Be Digital launches TehTarik.TV channel in Malaysia's Mamak restaurants
November 29, 2009
Be Digital has launched TehTarik.TV Channel (TTTV) in more than 12 chains of Mamak restaurants in over 40 locations across the Klang Valley area of Malaysia.
The network was designed with two unique features. The first feature highlights a fusion of Web, mobile and digital signage tools into one platform. This combined platform enables designers from Be Digital to create content using Scala and other software, and to create a base for bloggers and forum members to discuss specific subjects. The dynamic integration also allows audiences to participate through SMS text.
The second feature highlights the content aggregation and creation that comes from all sources, including the Web, databases and the audience itself. TehTarik.TV plays diversified rich-media content that ranges from daily news, advertisements, community messages and informative trivia, entertaining video clips, forums and blog submissions to real-time short message services. The content is updated with live daily RSS news feeds from The Star, Malaysia's leading English-language publication.
TehTarik.TV also acts as a digital menu board system for some Mamak restaurants. The flexibility of the system enables restaurant owners to adjust pricing or food offers immediately, driving better sales by adapting the menu content to suit different customer demographics at different times of the day. "We wanted to avoid repeating the process of broadcasting common content, while at the same time we did not want to make mistakes by sending the wrong menu to the wrong chain," said Ahmed Balfaqih, technology director of Be Digital. "Scala Content Manager allows us to create one Master Playlist containing nested sub-playlists with conditions and scheduled parameters attached to each element within a playlist, and this saves us hours of work on a weekly basis."
Mamak restaurants are culturally significant in Malaysia and derive their name from the owners or operators who are Indian Muslims. They have evolved from the traditional roadside stalls to modern 24/7 restaurants and café-type outlets that are popular hotspots for Malaysians to hang out for a drink, catch up or watch a late-night football game while enjoying a cup of stimulating teh tarik or eating a piece of hot roti canai.
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