Media: Africa travel channel debuts

Southern Africa Direct, a free-to-air channel promoting a number of countries in the region to consumers, will launch on the Sky channel later this month.

Pierre van der Hoven, chief executive of the channel, which is privately funded, said the UK is one of the world's most important target markets for travel, but that Africa attracts only 4% of its overseas travellers.

'In the UK, 98% of the media coverage relating to Africa is negative. This channel will help redress that; it is about telling a positive story of Africa,' he said.

Programming for the channel, which will sit in the lifestyle section of Sky's electronic programme guide, is to be commissioned from 25 countries in sub-equatorial Southern Africa. These will include Zambia, Zimbabwe, Rwanda and Malawi.

Content will be based on three strands: lifestyle and culture, travel and tourism, and commerce.

Southern Africa Direct has hired Interbrand to create branding and idents to support the launch. The channel will carry advertising, with Media Icon having been appointed to handle its media sales in the UK.

The Southern Africa region will also be promoted via a dedicated website, which will include a live Sky feed as well as links to 'affordable travel products'.

Destination programming is one of the fastest growing digital TV channel categories. Sky has had considerable success with its Sky Travel channel, which showcases holiday destinations and package deals. Elsewhere, several travel agents, including Thomas Cook, have launched branded channels as a direct-selling tool.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers