N
oTa, the monitoring service for new TV and
Web programmes around the world, is ex-
tending its offering to Sub-Saharan Africa,
with three new African countries: the Ivory Coast,
Kenya and Nigeria. According to Sahar Baghery,
the director of TV Formats Division at Eurodata TV
Worldwide, ‘It is a major step towards the monitor-
ing of TV programmes in Sub-Saharan Africa in a
context which is seeing an increase in the number
screens, the advent of digital, new stakeholders
and creative dynamism.’
This new NoTa service detects new programmes
on 14 channels.
Economic growth in Africa in recent years has
favoured a large increase in the quantity of TV
equipment and audience numbers. The move to
digital television, scheduled for the end of 2015,
will allow 100 million African households to access
many digital channels, something which represents
an opportunity for the development and profession-
alisation of the audio-visual industry.
Traditionally dominated by two main stake-
holders, the South African MultiChoice for Eng-
lish-speaking Africa and Canal+ Overseas for
French-speaking Africa, the market is seeing the
emergence of new players, such as the Chinese
StarTimes, as well as some local joint ventures.
Furthermore, some large audiovisual groups,
such as Canal Plus and Lagardère are investing in-
creasingly in the creation of African channels and
content. The launch of the A+ channel by the Canal
Plus group in October 2014 is a strong sign of this
market’s dynamism and potential. There are also
several initiatives in the news field. Euronews will
soon be launching a pan-African news channel from
Congo, ‘Africanews’. Another example is the Nige-
rian channel ‘Arise News’, currently broadcasting
from London, New York, Johannesburg and Lagos.
Creative emulation is also stimulating the online
video market with the appearance of many VOD and
SVOD platforms, such as AfroStream, which has
close ties with the TF1 group.
In this context and as an illustration, one of the
trends observed with NoTa is the launch of many
new local reality-based television shows.
For example, in Nigeria, the reality TV show My
Big Nigerian Wedding broadcast on Africa Magic
Showcase offers couples the chance to win a wed-
ding and a dream honeymoon.
Inspired by the American programme Next Top
Model, the Ivory Coast reality show Nouvelle Top
sees fifteen young African girls living together in a
house compete to become the best model.
Finally, in Kenya, the adaptation of the pro-
gramme America’s Got Talent will be coming to
KTN this summer.
These three new countries in Sub-Saharan Afri-
ca are completing the NoTa service which, in Africa,
has already included Egypt since January 2012 and
South Africa since June 2013.
Remember that NoTa is designed for TV pro-
gramme producers, distributors and broadcasters.
This service allows them to identify promising new
concepts and markets and optimise programme ac-
quisition.
In total, every day NoTa analyses TV and Web
trends in more than 44 territories around the world,
namely more than 450 channels and 11500 pro-
grammes. For each programme, NoTa provides key
information which includes a description, a video
extract, audience numbers or audience forecasts,
its distributors, the number of countries in which
it is broadcast, competing or similar programmes.
Eurodata TV Worldwide announces new monitoring of
television programmes in Sub-Saharan Africa
Nex Media • NEWS
www.
nexmedia
.co.za
Creative Circle launches Champions of Creativity Award
T
he creative industry is pretty good at patting
itself on the back. Let’s face it; you’d be hard-
pressed to name another industry with so
many award shows on the calendar!
Don’t take this the wrong way; nobody is knock-
ing award shows. They keep us sharp, they keep
us competitive, and they keep us creating. And we
know that’s good news for our clients. But the real-
ity is that no one can create great work without a
great client.
It’s for this reason that the Creative Circle
launched Champions of Creativity in 2014 – an
award that recognises the clients who recognise
the value of creativity.
‘Raising the creative standard of South African
advertising requires a collective effort from agen-
cies and marketers alike. Unfortunately, however,
the marketers involved in pushing for great work
are too often overlooked,’ explained Creative Cir-
cle chairman and FoxP2 creative founding partner
Justin Gomes.
‘It takes courage to sell category-redefining
work in organisations that, these days, tend to be
ruled by numbers and number crunchers, and the
Champions of Creativity initiative looks to put the
spotlight firmly back on the marketers who believe
in creativity – and fight for it.
Unfortunately for the creative industry, it is be-
coming harder and harder to sell creative work, as
the magic of what we do is increasingly eroded by
science, data and over-analysis. Which is not to say
that we don’t welcome research. It should go with-
out saying that the more information creatives have
regarding the brand, the audience, the competitors
and playing field, the better. But, by its nature, noth-
ing truly original has been done before so there are
no ‘best practices’ against which to measure a truly
creative, out-of-the-box idea. It’s a scary place to
be, and it requires a special kind of courage to not
only believe in this work, but also support it in front
of a board of directors, and push the button. It’s
interesting to note the majority of winners at the
Apex Effectiveness Awards were not campaigns
approved through research, but rather by market-
ers who recognised truly original ideas and backed
them to deliver business results. The ‘Jenna Lowe
Get Me to 21 Organ Donation’ campaign, the ‘FNB
ATM Machines’ work, the ‘Sanlam One Rand Man’
social experiment, the ‘Garagista Taking Craft Beer
Back From The Hipsters’ campaign are all examples
of marketers taking a step of faith without analysis
paralysis,’ said Gomes.
In 2015, the Creative Circle officially put pen to
paper and announced the first Champion of Creativ-
ity – Geoff Whyte, current CEO of Nando’s, but also
the man who stood behind some of South Africa’s
most iconic (and successful) advertising campaigns
– Castle Lager ‘Worldwind’, Hansa ‘I Hate Being
Black’, Lunch Bar ‘Crutches’ and Halls ‘UFO’, to
name just a few.
The second recipient was announced in March
– Gavin Krenski, marketing and innovations director
at brandhouse Beverages. Think Johnnie Walker,
Bell’s, Drive Dry, and before that, the unforgettable
Axe ‘Get a Girlfriend’ campaign.
This year, the Creative Circle will award three
more Champions, bringing the annual total to five.
The association will select five Champions each
year; marketers who have helped produce creative
work that has, in turn, worked for them.
‘In keeping with the Creative Circle’s goal of pro-
moting creativity as a business tool, each Champion
is chosen not only on his or her ability to bring forth
category-defining work, but also work that actually
works,’ said Gomes.
‘In so doing, we hope to not only help raise the
standard of South African advertising, but also its
standing in business circles. The more the business
world is exposed to the hard fact that creative ad-
vertising is effective advertising, the better for us
all. By raising the profile of those marketers who
too often work behind the scenes, and sharing their
success stories, we hope to encourage more mar-
keters to take that step of required to leverage the
power of creativity,’ he concluded.
The Creative Circle’s third Champion of Creativ-
ity will be announced soon.
Creative Circle Logo
Justin Gomes
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