ONLINE streaming has penetrated the South African market.
Yes, compared to the developed world – with China, the US and Japan certainly pioneers in this regard – our broadband capability is still gaining traction in meeting such mass quotas.
However, that hasn’t deterred VIDI’s video on demand (VOD) service – targeting the higher LSM market – or Beyond The Eyes (BTE), which launched in February.
Co-founded by Tebogo Mogale, also the creative director, and producer Sammy Rabolele, the aim was to bring compelling African content through BTE’s independent online television network.
Mogale explains: “We started BTE partly because of a slight discontent with the current content on offer from the major broadcasters. We also believe that TV in the future… is online. We think that there are more stories and content to offer and we want to be a big part of offering that content.
“Another big reason is that we felt that there is a huge need for a platform where other creatives and content producers come and showcase their material.”
Rabolele says they are targeting young, urban adults, age group and demographic notwithstanding.
With a myriad options available on the DStv platform as well as OpenView HD and VIDI, viewers would have to be highly motivated to go with BTE. After all, they have also developed an appetite for both local and international content.
Rabolele notes: “So far on the platform, we have about five shows; with a live music section. We are already growing our show base and are looking to bring in short films. Viewers could use us as an alternative because we aim to provide primarily African content.”
Of course, taking into account the fact that dedicated homegrown channels like Mzansi Magic and Mzansi Wethu – not to mention free-to-air channel, e.tv – have already made giant strides in this particular genre, this undertaking does appear more ambitious than groundbreaking.
But Mogale is confident of their staying power, saying: “At the moment, it’s 100 percent local content that we have produced ourselves. We may, in the future, look at bringing in international content.”
A month down the line, he reveals: “BTE has been received quite well, much to our surprise as we have only just begun. I think people are more taken by the concept and the fact that it’s new. We now have to deliver quality content.”
Every concept starts with a vision. Whether BTE is able to realise that dream and make inroads in this cut-throat market remains to be seen. For now, though, it’s on the radar.