Television-Tv News

AFP and the commuters

Wed, 08 Feb 2012 08:50

The Botshapelo taxi rank

Advertiser Funded Programming (AFP) is being used by clients of ComutaNet, South Africa’s largest commuter media owner, to communicate brand messaging on Rank TV, a television network targeted at the country’s taxi, bus and rail commuters.

Says Adrian Goncalves, ComutaNet’s new creative director: Gauteng: “The AFP is perhaps our clients’ most powerful advertising tool within their marketing arsenal. Introducing the AFP to our Rank TV offering allows us to tailor make a concept specifically for their products, which will appeal to their unique target markets and ensure the most effective brand awareness at the lowest possible production costs. Testament to the strength of this new brand messaging delivery vehicle is Shoprite’s renewal of its AFP contract on Rank TV.”

AFP, also referred to as branded content, delivers informative and entertaining brand information outside of the price and product genre.

AFP first made an appearance in the 1930s when Procter & Gamble sponsored a daily radio soap opera to reach a specific demographic, namely housewives. Over the years this concept has been continually developed and is now considered an attractive alternative to conventional 30-second advertising slots.

ComutaNet also offers an in-house production facility, slashing production costs to the minimum while maintaining relevance and appeal to the audience.

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