When people relax in front of their TVs, they feel most at home when the programmes they are watching are in their home language, depicting their culture. And that is why kykNET is once again sponsoring the Pendoring Advertising Awards as Platinum sponsor. It is all about Afrikaans.
“Our viewers like our programmes because kykNET understands the culture, interests and passion of Afrikaans viewers. Afrikaans is kykNET’s core business,” says Karen Meiring, manager of the Afrikaans channels on M-Net.
Being associated with the Pendoring Advertising Awards is in kykNET’s long-term interest, according to her.
“Strong and sustained Afrikaans advertising is important. Afrikaans television programmes are an integral part of the Afrikaans eco-system and as long as a language has commercial value, it will be sustainable.
She added that there is no better language to speak to your heart than your mother tongue. It gives you the feeling that an effort has been made to communicate with you. If it is through an advertisement, you will remember it the next time you are in a shop and have to choose between brands.
“We find that for this reason marketers choose to translate their ads into Afrikaans or even produce them in Afrikaans,” she says.
“kykNET’s programme identity is rooted in the Afrikaans-speaking community as a whole. Our mandate is to produce programmes in Afrikaans and to keep on doing it. Despite the difficult economic times, we believe that Afrikaans speakers still have great buying and selling power. At the same time, their support for kykNET’s channels continue to grow.
“A new programme that people shouldn’t miss, kicked off this past Sunday. It is the talk show VeranderDinge (Sundays at 18:00, DStv 144) hosted by Ruda Landman and Kim Cloete. They will chat to well-known South African personalities about life-altering, often painful, things they don’t normally want to talk about and haven’t been willing to share. And a new Afrikaans soapie, the third in Afrikaans, set in the Western Cape, will also start this year. We are very excited about all the new projects that we can undertake in Afrikaans,” says Meiring.
*The Pendoring Awards gala event will take place at Vodacom World, Midrand, Gauteng, on Friday, 30 October. All campaigns that ran from 1 July 2014 to 31 July 2015 are eligible. The extended entry deadline is 7 August 2015. To submit entries, visit www.pendoring.co.za.
Pendoring would like to thank the following sponsors:
Platinum: Huisgenoot, ATKV, kykNET, Media24.
Bronze: Die Burger, Ads24, Caxton-community newspapers, Jacaranda FM, OFM
Partners: Maroela Media, DEKAT, kulula.com, Leopard’s Leap Wines, Marklives.com, Newsclip, Bizcommunity, Vodacom World
For media queries please contact:
082 622 8196 / 011 071 0753
Tel: 082 443 7010
Tel: 011 713 9781; 084 660 4016
Fax: 086 543 5558
Media & publicity
Wilma de Bruin
Tel: 082 551 5821
Tel: 011 869 6214; 082 777 3821
Pendoring is an important showcase to the world, says Tim du Plessis, executive editor of Afrikaans newspapers at Media24
The Pendoring Advertising Awards, established in 1994 by all the leading Afrikaans media role players, focuses on promoting and rewarding outstanding Afrikaans advertising.
As such, Pendoring has grown into a prestigious event on the advertising calendar since its inception, with considerable cash prizes for category winners, bursaries for students and a study tour abroad for the Prestige Award winner. But Pendoring is also proudly part of the bigger South African picture and recognises and rewards advertising excellence in the Truly South African category that best embodies truly South African pride across all 11 official languages.