Exploring sponsored content in the student market

The mobile television platform uses Bluetooth technology on campuses across the country to allow students to download free entertainment content including music videos, movie trailers and user-generated content.

“We are very excited about exploring this new platform with mitv as it offers Exactmobile a completely new way of interacting with our customers. We are sending out free java games, ringtones and other mobile content with a call to action for students who want more of the same,” says Davin Mole, CEO Exactmobile.

“Securing a partnership with Exactmobile means that we can send our audience the quality content that they really want,” explains Kevin McKerr, CEO of Motherland Isiko, the holding company of MITV. “Sending content from one phone to another using Bluetooth is nothing new to the student market. We are harnessing the potential of this practice with the MITV network so unlike the older generation they need no encouragement to download free entertainment content. The best brand endorsement is definitely a recommendation from a friend.”

Concludes Mole, “We have run similar tests in some of South Africa's leading shopping malls with very impressive results. As students are very tech-savvy, we are confident that they will embrace this new channel that MITV has put in place.”