As it launches its real-time audience engagement platform FabrikM to the African and
global markets, Durban-based tech company immedia has announced the
appointment of broadcasting stalwart Phil Molefe to its leadership team. Molefe joins
the board of the immedia ecosystem as director of Business Development and
Strategy, and assumes an executive role in the FabrikM business overseeing its global
The FabrikM platform is a uniquely African creation developed in Durban, that is set to
catapult the media industry to new heights with several key real-time enhancements
across radio, TV and print media. Its presence has already been cemented locally,
with multiple modules already in play to market and key pilots in place at radio
stations such as Yfm and Smile 90.4FM.
The platform includes a customisable native app (Android, iOS, Tizen and Universal
Windows Platform), back-end social media engagement tool Smashboard that
consolidates social media streams and enables direct communication back to
listeners; podcasting tool echocast; live streaming and archiving; and a fresh
monetisation tool for new advertising inventory all delivered on a specialised
Microsoft Azure cloud platform.
immedia founder Anice Hassim says: In line with our business vision, immedia is
scaling to take FabrikM, our digital convergence platform, to market both locally and
globally providing the media industry with a modern and effective way to start them
on a viable digital data journey for the future."
In line with this, we believe Phil Molefes addition to the team will add authenticity to
our vision of the future and he will be an invaluable asset to unlocking Fabriks
commercial and community orientated opportunities. His appointment also means our
core leadership now features a vibrant mix of traditional and new generation radio
and media skills, with a diverse range of ages and outlooks represented in our
From his vantage point Molefe says: When I was first exposed to the conceptual
thinking behind the FabrikM pilot in 2016, I realised it was a story I wanted to be part
of. Over the past 20 years I had heard everyone preach convergence but had never
really encountered it. This is viable digital data software that drives the point home,
practically and in a way that makes sense."
It has re-energised my passion for what technology can do for industries today and
for the future. I am extremely pleased to have joined the board which will allow me to
be part of this convergence of technologies in a realistic way that has not been made
Real time engagement
Delving deeper into what FabrikM offers immedia CEO Kevin Leo-Smith explains that
its an affordable, subscription-based Software as a Service (SaaS) platform
developed to bypass risky and substantial capex based approaches, often required for
comprehensive specialist software of this nature.
As a real-time listener engagement platform, FabrikM handles all social media, SMS
and in-app messaging via bi-directional engagement, while providing data analytics in
close to real time. With the use of real data for the first time, broadcast media -
across radio, television and print - can now identify their audience, their habits and
current trends through manageable data, allowing for more confident conversations
with audiences and advertisers. It provides a real-time tool for non-traditional
revenue and the removal of the geographic barrier of transmission towers, for
example, within the broadcast arena."
In light of this he adds that: Phils many years of experience in media in general, and
radio and television at the highest levels in both South Africa and globally, is
extremely valuable to our global plans with FabrikM. His wisdom adds significant
balance to the youthful and energetic developer culture at immedia.
With FabrikM already operational within the South African market and seeking to offer
this African-developed technology to the world, immedia has appointed Clarity Africa
to raise new equity for the business to roll out on a global scale, as the platform is
unlike anything else available internationally.
The development of Fabrik has been made possible by the DTI and Microsoft South
Africa which has invested into immedia through their Equity Equivalent Programme
aimed at accelerating the global reach of innovative South African independent