The South African-produced pay-TV motoring channel, IGNITION, has grown from
humble beginnings – a two hour loop of content over weekends, to nine hours of fresh
programming every weekend, comprising 50% local content.
The idea for a dedicated South African motoring channel was conceived by Vernon
Matzopoulos, MD of the African Business Channel (ABC) which is owned by BDFM, a
company held 50/50 by Avusa Media and Pearson in the UK.
Matzopoulos successfully started Summit TV, South Africa’s only business channel in
1999 and six years later launched The Home Channel. He then decided that a channel
dedicated entirely to all things motoring seemed like a good idea in a country full of
petrol heads.
“Vernon approached me to turn his idea into a reality,’ says executive producer
Lindsay Vine, “and IGNITION was launched on 11 October 2008. Initially it was two
hours of content looped at certain times over the weekend while Summit TV was off
air. But it wasn’t long before IGNITION grew to a six hour block of programming on its
own DStv channel number 265.
“This move in July 2009 meant motoring fans now had something to watch from
midnight on Fridays to midnight on Sundays – and we knew that some viewers did
indeed leave their TVs switched on to IGNITION all weekend.’
The channel gradually added more programming and currently runs nine hours of fresh
content every weekend. IGNITION no longer runs a loop but rather a staggered
pattern of two hour blocks of content, with one hour of content less suited for
younger audiences in the midnight hours.
Local content
According to Vine, local programming currently makes up almost 50% of IGNITION’s
offering. “Our flagship show, IGNITION GT, is a weekly half hour motoring magazine
programme profiling new vehicles on the market. Presented by Marius Roberts, what
makes it unique is that it is mostly studio based, with panels of motoring journalists
offering their views and opinions in addition to those of Roberts and myself (as co-
presenter).’
Other local programmes currently produced in-house by IGNITION staff include Buyer’s
Guide, a weekly show that answers viewer questions on what vehicle to buy.
Petrolheads is a programme that gets the viewer out and about with people who love
their cars, whether it be to track days, classic car shows or car clubs.
“We recently launched The Bike Show, a co-production with an independent producer,
to give our viewers the latest on new motorbikes on the market. This year we also
introduced a two hour window for local motorsport. Content is provided by
independent producers and includes racing action from major racing series from
historic, to rally, to off-road, to drifting,’ explains Vine.
Although the channel does not commission programmes, it is inundated with
proposals and queries from producers and Joe Public who have ideas for programmes.
Vine and her team do look at these but are not in a position to review further
submissions at this point.
International scene
IGNITION’s international programming is sourced at overseas markets. The channel’s
flagship international programme, Auto Mundial, has been broadcast on IGNITION
since inception and provides a weekly round-up of new vehicles launched overseas.
Other international content spans the entire range of what one might expect on a
motoring channel: classics, pimping and tuning, car rallies, reality racing shows,
bikes, documentaries on legendary marques, profiles of famous racing drivers, car
auctions, muscle cars – the list really is endless.’
From an audience point of view, being a niche, weekends only channel IGNITION
ensures a higher concentration of viewers over two days versus over a seven-day
period.
The new DStv audience measurement system indicates that IGNITION can attract an
average gross audience of about 700 000 over a weekend.
“IGNITION is available on the DStv Premium bouquet and the ever increasing Compact
platform too,’ notes Vine. “We are thrilled with our audience profile which attracts the
full range of demographics, with a strong male bias, who are high income earners
between the ages of 20- and 49-years-old.
“At launch in 2008, we started with a few advertisers who have continued to support
the channel. Our advertising continues to grow and comprises mainly automotive and
related products, as one would expect, plus a few lifestyle brands from time to time.
Uptake on sponsorships has also increased in the past 18 months.’
IGNITION has a full time staff of five dedicated people. In addition they have regular
freelancers who make a valuable and significant contribution to the channel.
Owning three channels means ABC shares editing, studio, sales staff, camera and
production facilities across the board.
“At present IGNITION remains a weekend channel, using bandwidth not currently used
by Summit TV. However, our viewers constantly ask us when we will become a seven
days a week channel. So, watch this space!’
As of 1 October, IGNITION is on DStv channel 189.
By Andy Stead
Screen Africa magazine – November / December 2012
