kykNET supports recognition of all vernaculors

Posted: June 12, 2013

“From the outset kykNET has been working towards awareness of the benefits for advertisers of marketing in Afrikaans,” says Karen Meiring, head of Afrikaans channels at M-Net. With its continued gold sponsorship of the Pendoring Advertising Awards the pay channel in the DStv stable is once again substantiating this long commitment and investment, she says.

With the sponsorship the channel is confirming the value of Afrikaans advertising, namely that it finds much more favour with the Afrikaans viewer. By speaking to viewers in their mother tongue the advertiser is showing respect to viewers, says Meiring, and that is why it is to the benefit of both viewer and advertiser.

The larger number of Afrikaans commercials kykNET has been receiving and broadcasting of late is testament to this interdependence.

Meiring reckons the fact that the target market of each of kykNET’s Afrikaans channels is so focused contributes to an advertiser’s value for money.

These channels include the new kykNET & Kie, which is a leaner offer than the full premium package, and kykNET Musiek. The 800 000 subscribers to the premium package hail mainly from the higher income groups, but kykNET & Kie and kykNET Musiek are both far more affordable and a wider audience, including pensioners and students, subscribe to them.

According to Meiring adding news and actuality has made a huge difference as now kykNET “is much more than a mere entertainment channel, it offers the full spectrum and is far more relevant”.

“We believe the excellent content we give to a wide variety of viewers will attract still more viewers and advertisers,” says Meiring regarding the 24 per cent growth in viewer numbers during the past year.

Social media is another way of attracting more viewers to a channel. “To ‘share’ is very hot at the moment and has an amazing cumulative effect,” says Meiring. That is why viewers should keep their eyes open for MK’s new plans for the web.

She believes sponsorships such as Pendoring also build viewer goodwill. Besides support for arts festivals and Afrikaans films, more efforts in the same vein include the Fiëstas Awards for Afrikaans theatre and the Ghoema Awards for Afrikaans music. “We hope to thereby give greater exposure to the industries and to discover and cultivate new talent as well. All these initiatives stimulate the Afrikaans market,” says Meiring.

She adds that kykNET has incredibly loyal viewers who love communicating with the channel. For instance, they regularly express their joy at the very popular cooking programme Kokkedoor and soaps such as Villa Rosa and Binneland. And even if golden oldies such as Fiela se kind or a Leon Schuster movie is broadcast yet again, they phone or e-mail or tweet their delight.

She believes Afrikaans television is growing from strength to strength regarding cultural-specific content, but the landscape is changing quickly. Other local languages need to be recognised in the same way, just like Pendoring is embracing a wider audience with the Umpetha Award.

Franette Klerck, general manager of Pendoring, says South Africa is proud to have some of the best creative talent in the world: “And with the support of our sponsors we will continue to create and promote awareness of the impact of mother tongue advertising.”

Entries for the Pendoring Advertising Awards have opened already and the closing date is July 15, 2013. Keep an eye on www.pendoring.co.za as entries are done via the web page. The awards ceremony will be at the CTICC in Cape Town on Friday, 20 September.

kykNET praat nie net oor Pendoring

“kykNET het van die begin af saam gebou aan die bewusmaking van die voordele vir adverteerders om in Afrikaans te bemark,” sê Karen Meiring, hoof van Afrikaanse kanale by MNET. Dit is dié jare lange verbintenis en belegging waaraan die betaal-TV-kanaal in die DStv-stal verder bou met sy volgehoue goue borgskap van die Pendoring Reklametoekennings, sê sy.

Met dié borgskap bevestig die kanaal die waarde van Afrikaanse reklame, naamlik dat dit baie beter by die Afrikaanse kyker aanklank vind. Deur in sy of haar taal met die kyker te praat, toon die adverteerder respek vir die kyker, meen Meiring, en daarom is dit tot wedersydse voordeel van die kyker en adverteerder.
Die veel meer Afrikaanse advertensies wat kykNET deesdae kry en vertoon, bevestig dié simbiose.

Meiring meen wat tot adverteerders se waarde vir geld bydra, is dat die teikenmark van elk van kykNET se Afrikaanse kanale so gefokus is.

Dié kanale sluit in die nuwe kykNET & Kie wat ’n skraler aanbod as die volle premiepakket is, en kykNET Musiek. Die premiepakket se 800 000 intekenenare kom steeds hoofsaaklik uit die hoëinkomstegroepe, maar kykNET & Kie en kykNET Musiek is albei veel meer bekostigbaar en ’n wyer gehoor, wat pensioentrekkers en studente insluit, teken daarop in.

Volgens Meiring het nuus en aktualiteit ’n groot verskil gemaak, want nou is kykNET “nie net meer ’n vermaaklikheidskanaal nie, maar ’n kanaal wat die volle spektrum en groter relevansie bied”.

“Ons glo die goeie inhoud wat ons aan die wye verskeidenheid kykers bied, sal nog meer kykers en adverteerders lok,” sê Meiring oor die 24%-groei in kykertalle die afgelope jaar.

Sosiale media is eweneens bevorderlik om meer kykers by ’n kanaal uit te bring. “Om te ‘share’ is die inding en het ’n ongelooflike veelvuldige effek,” sê Meiring. Daarom kan kykers ook maar solank oë oophou vir MK se internetplanne.
Sy meen dat borgskappe soos dié van Pendoring ook welwillendheid onder kykers kweek. Pogings wat daarby aansluit, is benewens die hulp aan kunstefeeste en Afrikaanse rolprente die Fiëstas-toekennings vir Afrikaanse teater en die Ghoema-toekennings vir Afrikaanse musiek. “Ons hoop om hierdeur groter blootstelling aan die bedrywe te gee en nuwe talent te ontdek en te ontgin. Al hierdie inisiatiewe stimuleer die Afrikaanse mark,” sê Meiring.

Sy voeg by dat kykNET uiters lojale kykers het wat graag van hulle laat hoor – en dit nie net oor hoe ingenome hulle met die gewilde Kokkedoor en sepies Villa Rosa en Binneland is nie. As goue oues soos Fiela se kind of ’n Leon Schuster-rolprent heruitgesaai word, gons die kommunikasiekanale ook behoorlik.

Sy glo Afrikaanse televisie staan sterk met betrekking tot kultuurspesifieke inhoud, maar dat die landskap vinnig verander en ander inheemse tale ook op dié manier erkenning moet kry, byna soos wat Pendoring met die Umpetha-toekenning reklame met ’n wyer gehoor omarm.

Franette Klerck, hoofbestuurder van Pendoring, sê Suid-Afrika spog met van die beste skeppende talent ter wêreld: “En saam met die ondersteuning van ons borge sal ons aanhou om bewustheid van die trefkrag van moedertaalreklame te skep en te bevorder.”

Die Pendoring Reklametoekennings se inskrywings het reeds geopen en sluit 15 Julie 2013. Hou www.pendoring.co.za dop, en skryf op dié webblad in. Die toekenningsplegtigheid vind op Vrydag 20 September by die KIKS in Kaapstad plaas.