A new weekend motoring channel IGNITION is to launch on DStv on 11 October. It’s the first dedicated TV platform for an industry that ranks as one of the largest contributors to South African GDP.
Initially broadcasting on Summit, DStv 412 on Saturdays and Sundays, IGNITION will feature the latest car launches, road tests and reviews from around the globe and back home, as well as viewer advice and tips from local experts. It will also provide a platform for industry news and in-depth interviews with industry leaders about future trends and developments in the sector.
IGNITION is the third in a stable of TV brands launched by BDFM Media, the publisher of Business Day and Financial Mail (and part of media group Avusa).
Premier local business channel Summit TV has strengthened its grip on the business broadcast market, while decor and property showcase The Home Channel has grown beyond expectations from its roots in advertising homes for sale.
“It’s unbelievable that in this car-mad country of ours there’s no motoring TV channel. It’s such an obvious gap – you’ve got a combination of powerful content, deep-rooted brands, and great commercial opportunities. It’s a hugely exciting venture and we can’t wait to roll this out 7 days a week,’ says Vernon Matzopoulos, MD of Summit and The Home Channel.
Matzopoulos sees the current industry doldrums as a great opportunity.
“It’s at times like these that you need innovation. We’re creating a powerful visual environment that’s going to help dealers and car makers stand out from the clutter. Now is the time to invest in brands and capture market share.’
IGNITION will be fronted by car fanatic and TV personality Marius Roberts The team will include seasoned motoring producer (and girl-racer) Lindsay Vine as executive producer, and straight-shooting journalist Morgan Naidu doing the road tests. Panels of the country’s top motoring journalists will share their views and opinions on the latest cars, and answer viewer questions, plus there will be interviews with industry leaders and all the latest motoring news.
To keep up to speed with international news, launches and events, IGNITION has signed an exclusive deal with world-renowned motoring TV experts Auto Mundial that promises to bring additional glamour and quality footage. It has also secured the rights to top-rated shows like Great Cars (a nostalgic look at classic marques) and Tuning Mania (turn your banger into a blinger).
