The Story Behind Our Winning Digital Strategy
Our Journey to Monetizing & Repurposing 30 Years of Premium Regional Content
Alazema Media builds on the legacy of the renowned companies Firehorse and Triarc, and we have become a leading force in the digitization and monetization of content in the Middle East. Alazema has taken the region's content industry to new heights. In this success story, we highlight the services that have contributed to Alazema's game-changing journey.
Firehorse: A Legacy of Quality and Innovation
Firehorse, one of the Middle East's top independent television production companies, had an exceptional reputation for producing high-quality, popular, and innovative programs for 20 years. With over 4,000 hours of content viewed by millions worldwide, Firehorse employed top Arab and international talent and commissioned leading program makers to create and produce multiple television formats. Additionally, Firehorse specialized in producing corporate films and interpreting the visions, values, mission statements, goals, and corporate messages of its clients for their stakeholders, governments, and the general public. Firehorse's client base extended to governments and international corporations across the Arab world.
Najat Rizk
Najat was selected, for two years in a row, as the CEO of the fastest-growing company in Lebanon, Firehorse.
by Harvard Business School
TRIARC: A Leader in Content Digitization and Transformation
Triarc, founded as a pioneer in the Middle East's first efforts to digitize and transform content, built upon Firehorse's impressive legacy. The 4,000 hours of content were digitized, expanded, indexed with state-of-the-art metadata, and integrated with AI and machine learning to create the region's first online library. Other valuable sources of content from premium creators were also integrated into this library, while also producing new and relevant content along the way. This library offered unparalleled access to premium editorial content, including footage of museums and cities in Iraq before their destruction, and rare content showcasing niche religions, cultures, arts, people, and traditions.
The Process of Transformation and Monetization
This groundbreaking digitization initiative revolutionized the way information was stored, accessed, and distributed throughout the region. By leveraging cutting-edge technologies and implementing best practices in content management, our unique business model ensured not only preserving their valuable resources but also unlocking new revenue streams through effective monetization strategies. The following operations took place and were also offered to other libraries:
Content evaluation: the process of assessing the quality and relevance of videos to ensure they meet specific criteria or standards. This involves analyzing the video's production value, message clarity, target audience, and overall impact. This helps identify areas for improvement and make informed decisions on which videos to promote or invest in further.
Content curation: the careful selection, organization, and presentation of videos to create a valuable and engaging experience for audiences. We analyze various factors, such as the video's subject matter, relevance, and overall quality, to determine if it fits within a particular theme, collection, or repurposing concept. Curating video content allows to showcase of the best content available and helps audiences easily find videos that cater to their interests.
Content digitization: the process of converting analog video formats, such as VHS or film reels, into digital formats, like MP4, that can be easily stored, accessed, and shared. This process ensures that valuable video content is preserved and made available for future generations. Digitizing video content also facilitates easier distribution, editing, and analysis of the video material.
Metadata and indexing: tagging and categorizing videos with relevant information, such as keywords, descriptions, and other identifiers. This process makes it easier to search for, discover, and manage video content within a library or database. Metadata and indexing can also enhance the user experience by allowing viewers to find content based on specific criteria, such as genre, topic, or creator.
Dissemination: the distribution and sharing of video content across various channels and platforms. This process may include uploading videos to streaming platforms, distributing them through social media, or embedding them on websites. We aim to reach a wider audience, increase engagement, and boost the visibility of video content.
Publishing and monetization: making video content publicly available and generating revenue from it. This may vary depending on the usage of the video, type of consumption, and platforms selected. By effectively monetizing video content, we generate a sustainable income and use analytics to improve our strategies.
Premium content management platforms, trusted data centers, and cutting-edge AI/ Machine Learning software are always integrated within these processes in order to ensure on-time delivery, cost-effective operations, and data security.
Triarc's efforts culminated in a one-of-a-kind footage library from the region providing access to over 45,000 royalty-free and rights-ready video clips from more than 20 countries across the Middle East, North Africa, and Asia. This collection offers a unique insight into the region's rugged beauty, rich cultural heritage, current affairs, and vibrant contrasts between modern and traditional life.
After five successful years, Triarc's founders decided to pivot in a different direction due to various challenges. The library was transformed and made available on other platforms such as Getty and Shutterstock, ensuring the content remained strong and profitable for years to come.
Resilience and Adaptability Result in a Winning Strategy
Resilience and adaptability have become the cornerstones of this thriving business, as founder Najat Rizk consistently incorporates the lessons learned from her experiences in digitization, monetization, and the stock footage industry. By embracing the inevitable ups and downs that come with being an early adopter, she has successfully transformed her library into a powerhouse of premium knowledge. This invaluable expertise not only guides her own company's ongoing evolution but also serves as a source of inspiration for other organizations embarking on their own digitization journeys internationally. As more businesses recognize the importance of digitization in today's rapidly changing world, many look to Rizk's example as a testament to the power of resilience, adaptability, and learning from past experiences.
Najat has become one of the most sought-after consultants in the region, guiding the digitization and monetization of some of the largest content libraries globally.
Alazema, building on the foundation of Firehorse and Triarc, continues to innovate, evolve, and lead the way in content digitization and monetization in the Middle East.
