Bamba TV and KTN are offering a one-stop-shop for advertisers that will enable them target both mass and customized niche markets under one platform.
The two partnered in February in a Sh300 million agreement to offer digital content consumers an expanded variety of programmes and greater reach.
The one-stop-shop will see clients choose a bouquet that suits their need and only pay once for the service.
"We are bringing everything under one shop, you (advertisers) can leverage on this opportunity to reach as many people as possible,” said Standard Group CEO Sam Shollei.
Radio Africa Group chief executive Patrick Quarcoo underscored the need for advertisers to tailor their
advertisements
to Bamba and KTN's specific audiences.
“Together we have about 30 channels that are free-to-air. This is a fantastic opportunity for those planning to reach a certain audience to make
products suitable for a fragmented audience, which Bamba TV offers," Quarcoo said.
“This is the first time it is being implemented in Kenya and we will deliver," he added during the Bamba/KTN media update at Serena Hotel in Nairobi on Friday.
Bamba, which offers free-to-air
content, has more than 30 channels that target a variety of audiences. Channel categories include
family audience and 24-hour news channels like KTN News and Al Jazeera.
Others are the youth audience served by channels such as Kiss TV, KTN and Comedy TV and the kids audience with channels such as Freckles TV and Smile of a child.
Bamba has a 70 per cent countrywide reach that translates to nearly three million homes.
Bamba TV Group Manager Danny Mucira said they plan to increase the number of sites from the current 12 to 25 by the end of the year.
“We have the capability for more than 60 channels because we have the spectrum and have signed contracts. We are able to customize them as and when we require as dictated by the market," he said.
Danny said
the one-stop-shop advertising platform will also allow companies and product developers to spread their advertisements through different time zones based on their target audiences.
“We have continuous 24 hour channels so there will be no need to scramble for the prime time slot," he said, citing the 9pm-11pm segment.
Small and Micro Enterprises stand to benefit most from the bouquets as its targeted audience approach will be more economical.
“We can create value for brands at a more efficient cost for small clients," Danny said.