The height of good branding is when you realise you are thirsty and need a Coca-Cola instead of water, or when you refer to any toothpaste as simply “Colgate”.
Through a lot of brainwashing that usually comes via a lot of advertising, some companies leap ahead of others.
Until recently, BlackBerry users bragged about owning the devices because of their complex features. Thanks to subsequent malfunctions that include freezing, we no longer hear people questioning why some of us Luddites don’t own one.
However, despite the hiccups, BlackBerry as a company did a fantastic job in ensuring that their brand has become a byword for cellphones. People don’t ask if you have a phone anymore – they ask if you have a BlackBerry.
This talk of branding is inspired by the fact that DStv has launched a new TV channel, Trace Sports (channel 129), which is only available to DStv Premium subscribers.
If you are wondering if Trace Sports is affiliated to the music channel Trace, you are right.
The Trace group launched in 2003 as an independent brand and media conglomerate that is active in two fast-growing segments of the entertainment industry: music and sports.
Its four pay-TV and digital platforms are available in 160 countries to more than 80 million subscribers.
That is commendable, but when you think of watching sport on TV, where do you go? The concept of branding comes to mind again. Hands down, SABC1 does a great job when it comes to the local premier soccer league. When it comes to cricket, rugby and international soccer, the various Supersport outlets have a monopoly in that area. Wrestling is e.tv’s baby and for some of us who enjoy American sports such as the NBA, the NFL and even fly-fishing, we know ESPN has that covered. So if all these various territories have been covered, where does Trace Sports fit into all this?
“The launch of Trace Sports in South Africa is a major milestone for our group. Trace Sports will bring the DStv audience a great mix of content where sport meets glamour, where athletes reveal their real lives and personalities,” said Olivier Laouchez, the chairman and CEO of Trace Group.
“We are excited to be launch-ing the channel exactly 100 days before the Olympics as we believe our content will allow DStv subscribers to connect more with featured Olympians,” added Laouchez.
He does have a valid point when he talks of the “glamour” and personality side of sport.
Apart from special ESPN documentaries, it is hard to find a channel that does stories that go beyond the games. Also, apart from doing features on international sports people such as Roger Federer, Usain Bolt and the like, Trace Sports will also do features on SA icons such as Bryan Habana and Oscar Pistorius, amongst others.
“Sport is an important genre to pay-TV,” said Multichoice’s general manager, Aletta Alberts. Trace Sports takes a unique view on sports stars, giving our subscribers access to content not available on DStv. We are confident this channel will be a big hit,” she concluded.
• Check out the sporting entertainment on Trace Sports, on DStv’s channel 129.