TV channel

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TV channel

• The UKs first Destination TV channel
• Free-to-air on Sky Digital platform (Channel 283)
  and online
• Lifestyle and culture genre
• Authentic and engaging information source for
  anyone interested in visiting or building
  commercial links with Southern Africa
• Pioneering programming focuses on Southern
  African lifestyle, culture, tourism, business and
  leisure
• Engages a broad range of UK viewers, whatever
  their interest in the region
• Provides significant exposure opportunities for
  sponsors and advertisers wanting to reach an
  affluent and adventurous demographic

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Target Market

• People who want to visit Southern Africa
• Tourists
• Visiting family friends
• Business
• Sporting Events (2010 Soccer World Cup)
• Business Tourism (Conferences, Exhibitions etc.)
• Other film, medical care, research etc
• People who want information on Southern Africa
  (products, crafts, services, music etc.)
• People who want to purchase products services
  from Southern Africa
• Regional Expats
• Past visitors and arm chair travellers

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UK Market Potential

• Per capita disposable income among highest
• 67 of population go on holiday every year
• Second largest long-haul market (13 million
  trips)
• RSA currently gets 4 of long haul market (6th
  destination to be visited)
• UK 13 million broadband homes
• 80 billion annual spend on recreation culture
• International Tourism (US 586 billion in 2006)
  growing at 4.5 p.a. and accounts for 12 total
  consumer spending

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UK Travellers (RSA only)

• Total in excess of 500,000 pa
• Spend average of R26,000 per trip (excl. visit
  friends relatives)
• Seasonality index is 8 (even spread across
  seasons)
• Average length of stay 17,4 days
• Ages
• 25-34 22
• 55-65 22
• 25-65 78
• 45 from London

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Sky Platform - Reach

• Sky reach
• 9.1 million UK households
• 400,000 Ireland households
• - 3 million European households
• Sky is a platform similar to DSTV / Multichoice
• Satellite TV not a high income product
• Reaches 30 of the UK population which is 25 to
  30 million people.

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RSA Television Mkt Comparison

• 7 million households with television in RSA
  alone.
• 1.4 DSTV decoders in Africa
• Sky Platform is 9 times larger than DSTV
• Larger than SABC and ETV combined

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Audience Measurement

• Primary audience measurement tool in UK BARB
  British Audience Research Board
• Similar to AMPS
• Reports bi-weekly
• Barb rated from launch (only half channels in UK
  subscribe)

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Viewing sample as at 14 October 2007
Benchmarking Viewers
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Audiences to date

• Period 2 weeks to 30 March 2008
• Average Daily Audiences - 21,000
• Weekly Audiences - 118,000
• Updated bi-weekly

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All UK TV COMPARISON

• SA Direct reaches a much higher percentage of
  mature ABC1 (LSM 7-10) viewers than all TV

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Southern Africa Region
1.Congo DRC 2.Uganda 3.Kenya        
4.Tanzania 5.Rwanda 6.Burundi 7.Angola 8.Zambia 9
.Malawi 10.Namibia 11.Botswana 12.Zimbabwe 13.Moza
mbique 14.South Africa 15.Lesotho 16.Swaziland 17.
Seychelles 18.Comoros 19.Madagascar 20.Reunion 21.
Mauritius 22.Ascension Island 23.St. Helena 24.
Gabon 25. Congo
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Product Southern Africa

• 25 countries (including Indian Ocean islands)
• 10 million km2, Africa south of the equator
• Tourism in RSA exceeds Gold as largest forex
  earner
• Tourism is RSAs fastest growing industry
• UK is SAs largest international (long haul)
  market

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