However, this lucrative target market is not being addressed by television, nor targeted by television advertisers. (Source: Marketing Mix 2002)
Essentially, the 13-20 age group is too old for so-called 'kiddies programming' and too young for the often serious content of adult shows. Teens who participated in focus groups for KTV's annual Rainbow Research indicated their desire to be entertained with their own content and in their own language.
M-Net recognised the gap and has responded by launching a new teen channel on DStv called 'go'. Placed strategically on Channel 84 alongside MTV, 'go' was first broadcast on 1 August 2003 and represents a potential audience of 409 000 teens. (Source: Oracle Airtime Sales DStv research).
The channel's positioning is unpredictable and off-the-wall and it is one that teens can call their own. It offers a wide range of programming, ranging from sitcoms and dramas to reality programmes and sophisticated animation series. 'go' also flights local programming in the form of a newly commissioned 'what's happening and what's hot' programme called 'Vicious Delicious', as well as a locally-produced daily music show featuring both local and international artists.
"'go' forms part of our youth airtime offering called 'u'th inc', which includes MTV and Cartoon Network," explains Oracle Airtime Sales' Lucasta Stephen. "We are therefore in a position to provide advertisers with a variety of synergistic packages and customised shows to optimise their spend across all three brands."
