Why we called for a media review- MultiChoice Africa
MultiChoice has explained that the recent decision to call for a review of its media advertising business across Africa was in line with the change in strategy of its operations.
The pitch which was concluded recently, saw South African based media agency, The Media Shop, emerging the preferred bidder. The company will however partner with X3M Ideas and 141 Worldwide, MutiChoice’s creative agencies, to deploy in Nigeria.
According to Serkan Honeine, the Chief Customer Officer, MultiChoice Africa, the rapid change in the media consumption habit of African consumers and digital innovation initiative across the continent has compelled the remodification of MultiChoice’s business template. And thus “our media strategy should reflect that reality,’ Honeine said.
“We’re very proud of the number of families we entertain across Sub-Saharan Africa. We recognize though, as consumer’s habits evolve, so should the way we buy media. We need to advertise where the eyeballs are and it’s important we stay fresh and relevant in our media buying strategy as a result.
“Our media strategy is to bring a fresh and edgier approach with a strong focus on digital while delivering a better overall return on our media spend. We will buy where our customers’ eyeballs are shifting to, and make sure we are efficient as we do it”, he said.
And in a bid to offer more value to consumers, MultiChoice is devoting more resources to its digital video entertainment offerings, which is fast becoming a key element of its entertainment business.
Formed in 1988, The Media Shop is a full service media agency that provides creative and pioneering communications solutions. The Media Shop is part of the IPG global network of agencies across 96 markets. Over the years, it has actively formed strategic alliances which provide MediaShop clients with access to a variety of services within our global network.
MultiChoice is based in South Africa and provides multi-channel pay-TV and subscriber management services in 48 countries across sub-Sahara Africa and the adjacent Indian Ocean islands. MultiChoice Africa’s digital DStv service features over 200 video channels and up to 65 audio channels with a strong focus on local content.
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