Modern Times Group (MTG) has launched its first ever advertising funded free-TV channel in Tanzania under the TV1 brand.
The channel is available through Tanzania’s digital terrestrial network, and reaches up to 30% of the 48 million people in the country.
TV1 is a general entertainment channel with a mix of locally produced news and entertainment content, as well as international movies and TV series. The channel is focused on a broad, slightly female skewed, target audience of 15-49 year olds.
TV1 will be MTG’s second African free-TV channel, and follows the launch of Viasat1 in Ghana in 2008. Viasat1 Ghana has grown rapidly since launch, and is now the country’s second largest free-TV channel with a 24% commercial share of viewing in the target audience group. The Ghanaian operation also reported its first quarterly profit already in 2013.
Four of MTG’s Viasat thematic pay-TV channel brands are also available on networks in Nigeria, Uganda, Kenya, Rwanda, Tanzania and Mozambique. MTG’s production company Modern African Productions (‘MAP’) also creates a wide range of content for a number of African markets, and will support the launch in Tanzania.
Jørgen Madsen Lindemann, president and CEO of MTG, commented: “We are proud to launch our second African free-TV channel. We are committed to further expanding our presence not just in Tanzania but also in other fast growing African countries and economies. We will bring viewers a wide range of local and international shows that will provide top quality entertainment for the whole family.”
Joseph Hundah, executive VP of the Group’s African operations, commented: “TV1 is our second free-TV channel launch in Africa, and we have benefitted both from our experience of launching a channel in Ghana, and from our presence in Tanzania through our pay channels over the past few years. We have built everything from the ground up to ensure that we have the best possible local facilities, to provide the platform for future growth and, most important of all, to ensure that we deliver the most exciting, relevant and engaging TV experience for our audience.”
