The new channel is the world's first ‘Destination TV' channel aimed at providing an authentic and engaging information source for anyone interested in visiting or building commercial links with southern Africa - covering 25 countries on or south of the equator.
Southern Africa Direct's pioneering programming will focus on lifestyle and culture - heritage and history, recreation and leisure, music and entertainment. Programming on travel and tourism will feature destinations and places, wildlife and travel information.
Commerce programs will include profiles of business and industry, investment opportunities, corporate social responsibility and trade information. The programming will be commissioned from 25 countries in sub-equatorial southern Africa.
Johannesburg-based Digital Sky Investments (Pty) Ltd was recently awarded the sole and exclusive license to commission content and market the channel in the southern Africa region.
“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 the region and reveals authentic Africa to UK viewers,” says Princess Zenani Dlamini, who chairs the company's board of directors.
“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,” she said.
To create an engaging and unique viewing experience, Southern Africa Direct has acquired and is commissioning TV programming to provide a full picture of all that the region has to offer. The station will also provide sponsors and advertisers with access to a uniquely targeted demographic, with programming in three main categories:
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.”
Southern Africa Direct 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,” said Hoven.
“We are exploiting convergence of technologies across multiple platforms to bridge the divide between a global audience, and our outstanding yet relatively undiscovered region,” he says.
