{
  "_provenance": "Channel format rules distilled 17 Jul 2026 from how Blood/NDO actually publish per channel (adcp corpus), not from platform marketing docs. Format ids follow AdCP naming style.",
  "formats": {
    "meta_feed": {
      "name": "Meta feed caption",
      "structure": "hook line -> benefit lines (emoji bullets in SG/MY house style) -> retailer/destination line",
      "length": "40-120 words",
      "conventions": ["named retailer list or marketplace destination in closing line", "emoji bullets allowed and on-brand", "link card carries rating social proof"],
      "market_surfaces": { "blood_sg": ["Facebook", "Instagram"], "blood_my": ["Facebook", "Instagram", "WhatsApp", "Threads"] },
      "evidence": "meta-ads-blood.md patterns; blood-malaysia.md platform row"
    },
    "ig_reel": {
      "name": "Reel hook + caption",
      "structure": "A reel has two text layers. ALWAYS output them as two labelled lines exactly like this: first line 'on-screen hook: <=8 words that burn onto the video>', then a blank line, then 'caption: <the post caption>'. Never merge them into a single paragraph.",
      "hard_rules": ["output must contain both an 'on-screen hook:' line and a 'caption:' line", "the caption must carry the product name AND destination - live MY reels resolve to product + 'dah ada kat Shopee/Watsons' class closers"],
      "conventions": ["meme formats allowed in MY", "UGC skit format allowed"],
      "evidence": "blood-malaysia.md reels section"
    },
    "tiktok": {
      "name": "TikTok education piece",
      "structure": "Open with a punchy hook on its own line, then a blank line, then the script broken into short readable lines: education-led beats first, then the product, then a soft CTA. Never one dense wall of text.",
      "hard_rules": ["first line is a standalone hook, then a blank line before the body", "platform-safe lexicon active (see rules.json platform-lexicon)", "education leads, product follows - Blood's TikTok is education-first"],
      "evidence": "video-hooks.md TikTok organic set"
    },
    "shopee_listing": {
      "name": "Shopee listing copy",
      "structure": "title (brand + product + hero claim) -> bullet claims -> variant/offer lines",
      "conventions": ["problem-first video hook style", "voucher/bundle mechanics named explicitly", "MY titles may carry zh (卫生棉)"],
      "evidence": "shopee-catalog.md; blood-malaysia.md Shopee MY table"
    },
    "tiktok_shop": {
      "name": "TikTok Shop listing",
      "structure": "title carries the hero claim -> emoji-framed header line -> benefit sections with bold lead-ins -> details block (allergen/wings/scent) -> shelf-life line",
      "conventions": ["bundle mechanics named in-line (Buy 3 get 4% off)", "flash-sale + next-day delivery framing", "platform surfaces review tags ('True to description', '64 say Comfortable') - copy should earn them, not fake them"],
      "note": "Blood SG runs a TikTok Shop Mall store (348.9K sold; found in-app 18 Jul 2026 - desktop web hid it, corrected same day). NDO sells here too. Blood MY presence UNVERIFIED - check in-app before asserting.",
      "evidence": "tiktok-shop-sg.md; ndo-social.md posts 4-5"
    }
  }
}