SA pay-TV giant targets African pride...

M-Net has been broadcasting into Africa for more than a decade with a choice of quality programming from sport, entertainment, action, news and local content programming.

In order to meet the demands of the target audiences, different regions receive targeted programming selected specifically in accordance with the demographics of these regions.

According to Gavin Ritchie, Business Development Manager: Africa for Oracle Airtime Sales, “M-Net channels are customised and regionalised for specific markets. M-Net West focuses on a West African audience, the same way M-Net East focuses on the East African Audience. As a result, advertisers are able to reach regional target markets with a more targeted approach.”

M-Net has a strong focus on investing in local content and has achieved success through local reality and drama productions.  An example of these productions: Big Brother Africa (a second season starts in August), Idols West Africa, Deal or No Deal Nigeria, Deal or No Deal East Africa, Survivor Africa, Edge of Paradise and Doctor's Quarters.

"In Africa, we have seen a strong demand for local productions and it therefore makes sense to continue to produce what our audience demands," adds Gavin.

Advertising campaigns that are geared towards European, American and South African markets cannot be replicated for the African continent and advertisers need to provide advertising that is relevant to their audience if they want to realise returns on their advertising spend.

“We have seen quality work produced in Africa that appeals to the sense of pride of the African people and their roots. And, despite the challenges of working in Africa, the quality of advertising is on a par with the rest of the world. Advertising is as much a part of our viewing entertainment as is the programming content. Advertisers need to be original and entertaining and relevant to their market if they are to cut through the clutter of the world's fragmented media,” concludes Gavin.

For advertising, sponsorship and product placement opportunities contact Gavin Ritchie on +27 11 329 5047.