Mxit takes on traditional TV

By Paul Vecchiatto, ITWeb Cape Town correspondent

Cape Town, 13 Sept 2007

Mobcast, a new service from mobile instant messaging service Mxit, is poised to take on traditional TV broadcasters by offering video and music downloads for the youth market.

Mxit is a hit among the 12 to 25 age group, as it offers a cheap way of communicating. It is steadily offering more premium services, as part of its drive since being partly acquired by media group Naspers, in January.

Alexander Gregori, CEO of Mobmix, a division of the electronic entertainment company, says mobcasting (short for mobile broadcasting) is a variation of the podcast theme, but applies specifically to the cellular platform.

"Mobcasting is currently a specific business model, using a specific medium to distribute specific content aimed at a specific target market," he says.

Gregori says the price for content ranges from 50c for items such as ringtones, to 400c for an entire TV programme.

"This is broadcasting to a point. It is not live, but unlike a traditional TV station that has to broadcast 24 hours a day, we can start off with a limited offering and then expand it as content grows," he says.

Endless possibilities

Herman Heunis, Mxit CEO, says: "We believe this is another world first for Mxit. Different elements of the mix exist, but to put them together into a single, effortless whole that's accessible via mobile phone is unique. Mxit users can get new content updated weekly, no matter where they are in the country, for a couple of rand."

The launch package includes Mobcasts by Derek "The Bandit"; the hip-hop show, Studio Dogz, presented by Bongani Njoli ("the voice of e.tv") and Koni Mazwai; and The ZA Show, a talk show about being proudly South African, hosted by Glen and Bridgette Verran.

The MOBmix audio Mobcasts are 60-minute segments similar to radio shows, with top-name presenters, and both old favourites and new music releases. MOBmix video Mobcasts are 20-minute shows in a television format, covering music and other topics.

However, Gregori says the possibilities for other types of programming are "endless".

"We can deliver sport programmes and, for instance, with the 2009 national elections looming, I am sure politicians would want to use this platform to get their messages across to the youth," he says.

Gregori says mobile services are becoming increasingly important to the youth.

"They are a generation that wants to be able to get what they want, wherever they are, and this means mobile."