These taxis currently operate on a national basis in the Gauteng, metropolitan and rural areas of KwaZulu-Natal, North West, Limpopo, Mpumalanga, Eastern Cape, Free State and Western Cape regions, ensuring Provantage Taxi Television (TTV) reaches an audience of four million economically active consumers.
Continued Du Preez, “Provantage TTV has been very well received in the local market as it targets viewers in a captive environment. The demand for space on the channel has necessitated this large scale roll-out in the space of just a year.”
According to Du Preez, TTV can also be targeted regionally, with content produced that is relevant to the predominant culture or demographic, supports regional sales drives, or promotes products and services that are only offered in a certain area. Various blue chip brands such as MTN, Nokia, Clover, KFC, Jet and Metropolitan Life are already using TTV as part of their marketing campaigns.
To commemorate this milestone, Provantage Media celebrated the installation of the 1000th in-taxi TV screen, which now only takes 15 minutes to complete, with taxi owner Aubrey Letsoalo and taxi driver Joel Moloto. Letsoalo's Sunlight Dishwashing Liquid-branded Quantum taxi, which will be operating in the Randburg, Diepsloot region, transporting on average 4056 passengers per month, was christened with a cake bearing 1000 candles.
“Our partnership approach with the taxi industry through the various associations, taxi owners and drivers has been a key aspect to the success of TTV,” added Du Preez. “The quick installation times, as well as the added value that TTV offers to commuters, has ensured that the concept has been well received and will continue to grow into the future.”
To further improve on the TTV offering, Provantage Media has increased the length of time the content runs for from 30 minutes to a one hour loop. Provantage Media is also working on reintroducing sound into the content, to add another dimension. The sound was originally removed as the taxi drivers preferred to control the sound environment in their vehicles. Provantage Media said it has been working with the taxi industry to find a suitable solution for everyone in this regard.
