ApostrofFrom the first film to an online TV channel
According to an April 2009 interview with Florin Cojocariu, one of the co-founders, the first film appeared on the site in October 2006, and the company, HappyFish Creative Studios SRL, was set up in early 2007. Cojocariu described it as “the last online television in Romania”, with more than 400 episodes in two and a half years.
A “smart tabloid” and a cultural movement
The stated goal was a “smart tabloid”: scandal and humour without vulgarity, for the “reasonable” people who do not see themselves in traditional media. The editorial rule: only produce shows that are either profitable or memorable.
Video Target and Sisters Magazine
Happyfish was not just content. The team tested Video Target, a contextual video advertising service, in a dedicated player. The first contract was with Primola, around the show “Despre iubire” (“About Love”). Around the relaunch, sistersmagazine.ro also appeared – a collective opinion blog for women.
2008: best video website in Romania
According to Apostrof’s own history, in 2008 our products grew in popularity and won serious awards from the online industry: at Ronewmedia, Happyfish won the jury prize and the popularity prize for the best video website in Romania.
What came next
In September 2009, Happyfish signed a partnership with Trilulilu.ro. The press reported the team’s plans, led at the time by Răzvan Balasa, general director of HappyFish.ro: a relaunch of the site, more films per week and making use of its creative production capacity.