UK TV channel to promote SA tourism

Princess Zenani Dlamini, chairperson of Digital Sky Investments, says, “I am enormously proud to be part of the creation and launch of this innovative new TV channel. Southern Africa is a magnificent region to visit and a rewarding place to do business. This exciting destination TV channel opens a new gateway to Southern Africa and reveals authentic Africa to UK viewers.”

Information resource

This new channel, claiming to be the world's first ‘Destination TV' channel, aims to provide an authentic and engaging information resource for anyone interested in visiting or building commercial links with southern Africa.

Southern Africa Direct's programming focuses on lifestyle and culture, travel, tourism and commerce, providing a gateway for UK viewers, whatever their interest in the region. Programming is commissioned from 25 countries in sub-equatorial southern Africa. The channel is an Anglo/African collaboration, founded by individuals from the UK and southern Africa.

Says Dlamini, “Research has shown that the desire to visit and do business with southern Africa is growing. Our channel is destined not only to become a valuable source of information on the region, but also to inspire UK citizens to visit and buy African products. Over time we intend to roll out similar channels across the globe. Ultimately, this will contribute to a greater understanding of the region and serve to strengthen ties between southern Africa and the global community.”

Three main categories

Southern Africa Direct has acquired and is commissioning TV programming to provide a full picture of all that the region has to offer, with three main categories:

• Lifestyle and culture, including heritage and history, recreation and leisure, music and entertainment and much more.
  
• Travel and tourism, with features on destinations and places, wildlife and travel information.
  
• commerce, which includes profiles of business and industry, investment opportunities, corporate social responsibility and trade information.

Southern Africa Direct focuses on 25 African countries and islands with a capital city on or below the equator: Angola, Ascension Island, Botswana, Burundi, Comores, Congo, Democratic Republic of Congo, Gabon, Kenya, Lesotho, Madagascar, Malawi, Mauritius, Mozambique, Namibia, Reunion, Rwanda, Seychelles, South Africa, St Helena, Swaziland, Tanzania, Uganda, Zambia and Zimbabwe.

According to Pierre van der Hoven, CEO of Digital Sky Investments, “The TV channel provides the tourism industry with a direct channel to engage and sell to the British audience. We have created a way for Southern African marketers to present their offering to an affluent and adventurous UK audience in an innovative, impactful and visually appealing fashion.”

Streaming of live feed

The integrated multi-platform destination marketing company has developed a website which will stream the live Sky feed and provide easy access to information and links to travel products and many other unique services and goods.

“Traditionally, marketers presenting their offering to potential tourists have been precluded from showing their offering internationally via television because of the high flighting costs. This has left our local industry relying on traditional brochure, print-based and DVD advertising. The launch of Southern Africa Direct creates a direct and cost-effective way for the local tourist industry to present to an audience with an interest in the Southern African region. Southern Africa Direct is taking destination marketing to a new level.”

Van der Hoven concludes, “We are exploiting convergence of technologies across multiple platforms to bridge the divide between a global audience, and our outstanding yet relatively undiscovered region.”

For more information, call +27 (0)11 258 8609 or go to www.southernafricadirect.com.