09/02/12, 20:29:23 EST

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New TV to Boost Sub-Saharan Tourism

allafrica.com

The launch of Southern Africa Direct, a new free-to-air lifestyle and culture television channel on November 26, 2007 is expected to push tourism figures to new heights.

The TV will go on-air on the UK's Sky digital broadcast platform and will cover Southern Africa, 25 countries on or south of the equator.

This new channel is the world's first 'Destination TV' channel, providing an authentic and engaging information source for anyone interested in visiting or building commercial links with Southern Africa.

Southern Africa Direct's pioneering programming focuses on lifestyle & culture, travel, tourism and commerce, providing a gateway for UK viewers, whatever their interest in the region.

Programming is commissioned from 25 countries in sub-equatorial Southern Africa. The channel is a true Anglo/African collaboration, founded by individuals from the UK and Southern Africa.

Johannesburg-based Digital Sky Investments (Pty) Ltd was recently awarded the sole and exclusive license to commission content and market the channel in the Southern Africa region.

Princess Zenani Dlamini, chairperson of Digital Sky Investments (Pty) Ltd, said in a statement that: "I am enormously proud to be part of the creation and launch of this innovative new TV channel. Southern Africa is a magnificent region to visit and a rewarding place to do business.

This exciting destination TV channel opens a new gateway to Southern Africa and reveals authentic Africa to UK viewers," said Dlamini.

"Research has shown that the desire to visit and do business with Southern Africa is growing. Our channel is destined not only to become a valuable source of information on the region, but also to inspire UK citizens to visit and buy African products.

Over time we intend to roll out similar channels across the globe. Ultimately, this will contribute to a greater understanding of the region and serve to strengthen ties between Southern Africa and the global community," said the statement.

To create an engaging and unique viewing experience, Southern Africa Direct has acquired and is commissioning TV programming to provide a full picture of all that the region has to offer. Southern Africa Direct focuses on 25 African countries and islands with a capital city on or below the equator among them Angola, Botswana, Burundi, Mozambique, Namibia, Rwanda, South Africa, Tanzania, Uganda and Zimbabwe.

Mr. Pierre van der Hoven, chief executive officer of Digital Sky Investments said, "The TV channel provides the tourism industry with a direct channel to engage and sell to the British audience.

We have created a way for Southern African marketers to present their offering to an affluent and adventurous UK audience in an innovative, impactful and visually appealing fashion."

"We are exploiting convergence of technologies across multiple platforms to bridge the divide between a global audience, and our outstanding yet relatively undiscovered region," said Hoven.

 Printable Version  | published Nov 19, 2007