Mobile TV campus platform launched

22 Apr 2007

Motherland Isiko TV (MiTV), which focuses on the student market, recently launched the first phase of its new mobile television platform using Bluetooth technology on campuses across the country. MiTV contracted Wireless Customer Interactive Services (WCIT) to install Bluetooth Zones at five campus’ country wide as the first of a three-phase project.

The objective is to use the platform to send sponsored entertainment material to students, material that they would feel worthy of re-sending to their peers, creating a viral effect and increasing exposure for MiTV and its partners.

Phase one, which has now been completed, included the installation of Bluetooth Zones at Wits, University of the Free State in Bloemfontein, the University of the North West (Potchestroom), and the Nelson Mandela Metropolitan University North and South Campuses in Port Elizabeth.

Aimed at students

“This initiative is not only a campus first, but more importantly it signals the establishment of an exciting new platform for entertainment and marketing campaigns aimed at students,” says Kevin McKerr , CEO of Motherland Isiko, the holding company of MiTV.

“Bluetooth communication will become the preferred communication method of the future - the main reason being consensual consumer communication. With Bluetooth the learner can now choose whether to accept or decline any incoming communication on his or her cell phone. This equates to communication without intrusions,” says McKerr.

Motherland focuses on the student market through various mediums including events, its website, a loyalty initiative with Wizzit, a division of the South African Bank of Athens and now MiTV.

The Bluetooth Zones, set up by WCIT at high volume zones on campuses, enhances Motherland’s offering to students. It is estimated that Phase One will expose MiTV to approximately 90 000 students daily, creating an ideal opportunity for interactive communication and marketing.

Cost factor

“And then there is the cost factor,” says Petros Kondos, MD of WCIT.

“The cost of setting up a Bluetooth system cannot be compared to that of traditional advertising mediums such as print, electronic and outdoor. The beauty of this technology is that it targets the one piece of equipment no one can live without: the cellphone,” he continues.

“This means that the marketer has a direct line to his current and potential customer 24 hours a day without compromising the customer’s privacy.”