New music programme on SABC1
Pan-African music channel MTV base and soft drink brand Fanta have joined forces to create a multi-faceted sponsorship alliance aimed at intensifying the brands' strong connection with South Africa's youth. The brands will deliver a cutting-edge music chart show entitled MTV base World Chart Express.
Alex Okosi, General Manager and Vice President, MTV Networks Africa, says: "Young South Africans have a huge appetite for music from their local artists as well as music from international stars. MTV base World Chart Express delivers a window to the world for South Africans to experience the hottest international and local music in a unique way."
Lorna Sommerville, of the Fanta SA brand office, says: "Fanta consumers are looking for cutting edge, larger than life entertainment and this partnership with MTV base allows Fanta to work with the best in the entertainment business to really give the South African youth market a property that talks to their interests and passions."
Fanta and MTV base will also partner with SABC1 to leverage SABC1's reach in delivering programming to South Africa's mass youth audience. MTV base World Chart Express is scheduled to air every Wednesday at 6.30pm on SABC1, premiering in the early evening timeslot on 28 September 2005.
The MTV base World Chart Express campaign kicks-off with a three-city 'VJ' search competition to identify a presenter to host the show. MTV base and Fanta will travel to Cape Town on 20 August, Durban on 21 August and Johannesburg on 27 August, to select one finalist from each location to compete for a chance at stardom.
