"The addition of an interactive dimension to MultiChoice's DStv platform creates vast opportunities for advertisers to communicate their brand and product messages directly with viewers. The power of this advertising medium lies in giving DStv subscribers choice and control," says Richard Fyffe, general manager of Interactive Television at MultiChoice Africa.
Internationally, a trend towards the development of interactive television has shown high levels of success in the United Kingdom where penetration of the digital television platform has exceeded 50% in under five years. In Australia the growth of digital television and subscription vehicles is expected to grow at the same rate.
In the UK alone the BBC has illustrated the benefits of interactivity and an enhanced television offering through areas such as event television; multi-platform applications spanning the internet, mobile phones and interactive television; multi streaming content and websites breeding television shows.
Both markets have clearly illustrated that interactive applications on a digital TV platform become economically justified if it generates ratings, retains audiences and creates new ways to advertise and increase subscriptions. MultiChoice has successfully integrated the bulk of these requirements into its digital advertising offering. Key to this is the retention of audiences and evolution of new advertising solutions for clients.
Fyffe says that in South Africa previous implementations had met with excellent usage on the DStv platform and he is very excited with what BMW has done on channel 76. "There simply is no better way to demonstrate a new vehicle, short of an actual test drive in it. The level of interaction indicates the success of the medium.
"Interactive advertising offers advertisers unique opportunities to tailor make their ads to better suit their potential customers' information needs. The potential customer is now able to navigate around the ad and choose a topic they want more detail on, such as the performance specifications of the car," he says.
"This concept allows an advertiser to unlock the commercial power and deeper value of Interactive Television on the MultiChoice premium DStv platform, while subscribers can simultaneously benefit from access to additional product information," says Fyffe.
BMW South Africa commented, "As a brand BMW always strives to find new ways to communicate to our target market and this interactive concept has allowed BMW to provide its premium customers with the opportunity to gain additional information on our new BMW X3 from the comfort of their own living rooms".
The BMW channel airs on channel 76 for 24 hours a day until 18 July 2004.
Ogilvy Public Relations Worldwide / South Africa for MultiChoice Africa
