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TGI brings new digital tools to SA market research

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South African advertising, marketing and media industries will soon have access to consumer measurement tools, thanks to the introduction of survey delivery software developed by Kantar Media’s Target Group Index (TGI).

TGI, a global products and brands survey, is used by the majority of top 50 advertisers and media owners in South Africa.) and the Television Audience Measurement Survey (TAMS). The TGI sample is in the process of being aligned to the new currencies.

Addressing thought-leaders at a conference hosted by Ask Afrika in Johannesburg recently, London-based Head of TGI International at Kantar Media, Geoff Wicken, said TGI’s latest innovations offer sophisticated marketing solutions in the digital space, and are soon to be introduced in South Africa.

One is the TGI Target Snapshot, a web app designed for advertising, marketing and media agencies to enable their workforce to quickly and simply access and understand key insights into a product or brand’s consumers. Another is TGI Clickstream, metered consumer mobile behaviour, enabling better planning and selling amongst all players in the digital media marketplace by evaluating the most effective online inventory. Further programmatic solutions empower the delivery of effective campaigns for clients, allowing trading desks to access data from multiple sources.

“These innovations, combining online and offline data, will provide marketers with key brand insights at their fingertips, and the beauty of TGI is its ability to tie up with existing measurement currencies in South Africa. TGI will integrate seamlessly with these currencies,” said Wicken.

Wicken added that TGI’s advanced tools are not only able to provide advertisers, agencies, media owners and publishers with a better understanding of their markets, they can also be integrated with a client’s own consumer studies, enhancing a brand’s own survey information to optimise consumer profiling and segmentation.

TGI has various integrated software modules – harmonised to 70 global markets –providing a complete view of consumer behaviour and characteristics, covering product and brand use, attitudes and motivations, media and digital engagement, leisure activities and demographics. Thus TGI is the ideal vehicle for product brand positioning.

“TGI is not a measurement currency itself, but it’s the only current products and brands survey that compliments all the new measurement currencies, enriching their data and enabling smarter, more integrated marketing solutions,” explained TGI director Maria Petousis.

Ask Afrika is South Africa’s largest independent market research company, used as a preferred research partner across various industries to co-craft customer service strategies. Aside from its wide South African footprint, Ask Afrika operates in a dozen African countries.

CEO of Ask Afrika, Andrea Rademeyer, told the conference delegates: “Ask Afrika is one of Kantar Media TGI’s top five global partners, and our partnership has yielded many cutting edge developments over the past eight years. TGI in South Africa is constantly integrating benchmarks and currency support, making it a powerful player in the new brand and product currency landscape. We look forward to continuing this partnership, and to bringing new innovations to South Africa, ensuring fluidity between all our measurement currencies.”

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SAFTA awards get first streaming video nominees

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The 2019 nominations for The South African Film and Television Awards (SAFTAs) were announced late last week, and for the first time in the 13-year history of the awards, a TV series produced for a video-on-demand service was in contention. The result was a surprise boost to streaming service Showmax.

The comedy series Tali’s Wedding Diary, which premiered in December 2017, represented a major step for the then two-year old streaming service. It was the debut Showmax Original, the first time Showmax ventured into producing its own content. The gamble paid off, with the show becoming the most watched of any series on its first day on Showmax, and now Tali’s Wedding Diary has been further recognised with seven SAFTA nominations, making it this year’s most nominated comedy.

“When we first floated the idea of Tali’s Wedding Diary, we joked about winning awards,” says Candice Fangueiro, Showmax’s head of content. “At that point, just getting our first Showmax Original off the ground was already a major challenge and it was more than we could hope for to actually hit it out of the park. I was stunned when I heard the news about the nominations – it’s amazing to be considered in the same company as these other shows and thanks to this we’re already seeing a fresh spike in Tali views.”

Tali’s Wedding Diary was also a first for co-creator and star Julia Anastasopoulos, who until then was best known as YouTube star SuzelleDIY. “I am so thrilled about the SAFTA nominations for Tali’s Wedding Diary,” says Julia, who is up for Best Actress – TV Comedy and Best Achievement in Scriptwriting – TV Comedy, along with her husband Ari Kruger and Daniel Zimbler. 

“It was such a big and daunting step to create a full TV comedy series and intro a brand-new character. I really didn’t know how it would be received and am so happy to have received such positive feedback for the show and the Tali Babes character, along with the nominations. It feels so good to be recognised for something we poured our hearts into. None of it would have been possible, of course, without the incredible hard work and vision of my husband Ari and the incredible team, cast and crew that were part of the show. And a huge thank you to Showmax of course for making it all possible. Congratulations and best of luck to the entire team and to all the other nominees.”

Tali’s Wedding Diary is a mockumentary that follows Tali, a self-obsessed Joburg princess who’s moved to Cape Town and is planning her wedding to property-agent fiancé Darren (Anton Taylor). The series was inspired by Julia’s own wedding to Ari, her SuzelleDIY and Tali’s Wedding Diary co-creator, who is also up for Best Achievement In Directing – TV Comedy.  

In addition to Julia and Ari’s nominations, Tali’s Wedding Diary is up for Best TV Comedy, Art Direction (Keren Setton),  Cinematography (James Adey), and Editing (Richard Starkey). Winners will be announced on 2 March 2019 at Sun City Superbowl.

Following the success of Tali’s Wedding Diary, the second Showmax Original, The Girl From St Agnes, was released earlier this month. A third Showmax Original, Trippin With Skhumba, is slated for release at the end of February.

“With three Showmax Originals now under our belt and more on the way, we’d like to think this is the start of many more SAFTA nominations for shows from a streaming service,” concludes Candice.

South African content currently on Showmax has 110 nominations and includes the most nominated movie (Five Fingers With Marseilles), telenovela (The River), drama (Lockdown) and soap (Isibaya), with more SAFTA nominees scheduled for the coming months.

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Ford begins production of high-tech Ranger in SA

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Ford’s Silverton Assembly Plant in Pretoria has officially commenced production of the new Ford Ranger, bringing a raft of product upgrades and refinements to one of South Africa’s best-selling vehicles and export models.

“Following the investment of over R3-billion in our local operations and extensive upgrades to our plants over the past 18 months, we are delighted to see the first of the new Ford Ranger models coming off our production line,” says Neale Hill, managing director for Ford Motor Company Sub-Saharan Africa Region.

“This is an extremely important and exciting year for the Ford Ranger, which will also see the launch of the first Ranger Raptor that is undoubtedly one of this year’s most highly anticipated new models,” says Hill.

“The 2019 Ford Ranger will deliver more power, greater fuel efficiency, enhanced refinement, and additional advanced technologies when it goes on sale in the coming months, and we are confident it will once again set the benchmark in the extremely competitive pickup segment.”

Selected range-topping models, including the Ranger Raptor, will be powered by the all-new 2.0 Bi-Turbo diesel engine assembled at Ford’s Struandale Engine Plant in Port Elizabeth. This unit produces 157kW and 500Nm of torque – up by 10kW and 30Nm compared with the current 3.2 TDCi – and delivers up to a nine percent improvement in fuel efficiency when combined with the advanced new 10-speed automatic transmission.

Certain derivatives will feature a 2.0 Single Turbo version of this engine, producing 132kW and 420Nm of torque, mated to the same 10-speed transmission. Various other models in the line-up will retain the proven 2.2 and 3.2-litre Duratorq TDCi engines and existing gearbox options – thus giving customers the widest choice yet in this category. As usual, the line-up includes Single Cab, Super Cab and Double Cab body styles to suit customer requirements.

Along with freshened design cues, range-topping Ranger models will raise the bar once again with industry-defining safety features on the Wildtrak such as Pre-Collision Assist and Active Park Assist. SYNC 3® with Navigation remains one of the Ranger’s technology highlights as a fully featured infotainment system with intuitive voice control.

Following the launch of the ‘standard’ new Ford Ranger models, the attention will be shifted to the locally assembled Ranger Raptor that is set to create an entirely new segment in the pickup market when it makes its eagerly anticipated debut.

“There is a lot of excitement and hype around the Ranger Raptor, and this exhilarating new model will occupy a white space in the pickup market when it goes on sale in the second quarter of this year, creating a much-needed performance model in this crucial segment,” Hill states.

“We can’t wait to get the Ranger Raptor to market, enabling our customers to experience unrivalled off-road performance, cutting-edge technologies and the most muscular design yet seen in this class.”

Some of the defining features of the Ranger Raptor include Position Sensitive Damping (PSD) shock absorbers exclusively manufactured by FOX, and an advanced Terrain Management System (TMS) that includes an exciting Baja mode for fast off-road driving. It also boasts a toughened reinforced chassis, powerful all-disc braking system and specially developed BF Goodrich tyres.

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