DStv to launch major countrywide radio promotion

Renowned for providing over 50 channels of world-class television entertainment, DStv will shortly be livening up South Africa's airwaves with their new "Choose it or Lose it" promotion. Launching nationally on Monday 21 July, the promotion will run across nine regional radio stations until 1 September. Over R250 000 worth of prizes can be won in a variety of competitions directly linked to DStv channels and programming.

Says Nicci Needham, promotions manager for DStv: "The radio campaign aims to bring consumers into the world of DStv. Television entertainment is brought to life on radio by making use of sound clips from popular movies and television shows. It further illustrates the range of programming and the power of choice offered by DStv in an exciting, engaging manner." Each radio station has been linked to a relevant DStv channel and will feature a unique competition element with a range of prizes on offer.

"Besides daily prizes, winners will be entered in each station's Champion's Challenge for big aspirational prizes, many of which are "once in a lifetime" opportunities," says Needham. "For example, KFM listeners can win an experience on the movie set of King Solomon's Mines, being shot in Cape Town, courtesy of the Hallmark Channel. Kaya FM has a trip for two to Melbourne, Australia, on offer from the Travel Channel, while Cape Talk listeners can win a telescope from the Discovery Channel. 702 listeners can win a DStv decoder, installation and 3 months free subscription. Cartoon Network is handing out R30 000 cash on YFM, and 94.7 Highveld Stereo will be giving away a R20 000 fly-fishing trip courtesy of ESPN. These are just some of the fantastic prizes on offer that will be sure to keep consumers interested."

Competitions are tailored to each station and offer a selection of 4 games – "Fill the Gap" ; "Where in the DStv world am I?"; "DStv Time Zones" and "Stop the Music" – each featuring their own style of soundbytes and competitor quizzes about DStv programming coming up in the months of August and September. Smaller daily prizes are awarded immediately, and successful competitors are entered into each station's grand finale, the Champion's Challenge, where they are given a chance to win the station's major prize.

DStv is one of the few large brands to run countrywide radio promotions of this size at least twice a year, and the latest promotion follows the resounding success of two radio promotions implemented during 2002. DStv is targeting aggressive growth in South Africa and the other African territories it serves and finds that radio is an important channel to reach a wide base of potential subscribers and create awareness of the range of programming available across the DStv channels. The radio campaign supports DStv's ongoing strategy to reach into new target markets.