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AFRIKAANS YOUTH CHANNEL (article first published : 2005-05-16)

An exciting new channel broadcasting mainly Afrikaans music related programming, aimed at the younger viewer, will soon be available on the DStv Bouquet in Southern Africa. This boost for Afrikaans music will be on air in July this year and follows after extensive research by digital satellite Pay TV operator Multichoice Africa.

Last year, Multichoice's market research identified a growing requirement amongst DStv subscribers for an Afrikaans music offering. The demand proved to be overwhelming amongst younger viewers, for a bigger offering of Afrikaans music by their heroes and icons.

The new channel, aimed at 16- to 28-year olds, is an extension of the existing Afrikaans DStv entertainment channel, kykNET, and will focus mainly on Afrikaans music and artists, popular among this age group. The content will consist of music videos, talk shows featuring well-known musicians and other celebrities, album reviews and news coverage about events on the local music front, as well as campuses countrywide. All genres of music, such as rock, pop and alternative music, will be featured. The channel will be managed and produced by the current kykNET team.

General Manager of kykNET, Theo Erasmus, is very excited about the new channel. "Over the past five years, kykNET has grown into a commercially successful channel, achieving great ratings on the DStv bouquet. We believe that we can attract even more viewers with the new channel, as it is aimed at a target audience not previously catered for to this extent. This new venture will also be an excellent platform for the development of talent and product within the local music industry."

Linda Vermaas, MultiChoice GM for Content: "Music is a very important and popular genre on any Pay TV platform. Our music channel additions to the DStv Bouquet are informed by solid and independent market research, which has taught us that the popularity of Afrikaans music has crossed language and cultural boundaries in South Africa. We are confident that we will address a substantial viewer gap with the addition of an Afrikaans music channel aimed at the younger market."




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