case studies
GTV – Launching and building the GTV brand across Africa
The sub-Saharan pay TV market had until recently been largely monopolised and targeted towards an elite who could afford the high subscription prices. Independent research showed that less than 1% of television-owning households in sub-Saharan Africa subscribed to pay-TV services, compared to 15% in Eastern Europe, 36% in Western Europe and 93% in North America - highlighting a huge potential market in Africa.
GTV, a new company, wanted to reach this market by providing a pay TV service that offered quality entertainment at an affordable price. Reaching a mainstream African audience across the varied sub-Saharan markets and communicating this new and very different offering required a PR service that would educate the mainstream, engage stakeholders, help build a new brand, support sales targets and develop a flexible but consistent strategy that worked specifically for GTV.
africapractice developed a pre-launch, launch and post-launch public relations strategy for GTV, which was then localised for each market. The strategy involved initiating debates about the quality and cost of TV to create an appetite for GTV ‘s service, engaging with journalists and opinion formers in each market through media conferences and specialised events, and tactically responding to competitor activity whilst consistently reinforcing the GTV brand.
In just over 6 months, africapractice helped launch GTV successfully in 9 countries: Kenya, Uganda, Tanzania, Botswana, Zambia, Ghana, Sierra Leone, Malawi and Namibia.
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