by Thinus Ferreira
South Africa's public broadcaster which has its own internal ad sales division has outsourced advertising sales to Brandsphere Media.
Piwe Potshegoa was head of sales for general entertainment at MultiChoice's DStv Media Sales division until June 2024 and is now CEO of Brandsphere Media.
While the SABC's ad sales division will still work on getting commercial advertising revenue for the struggling public broadcaster, Brandsphere Media will now also help the SABC to get content sponsorships and with "tailored advertising strategies".
"In a strategic move to expand its reach and amplify its impact, Brandsphere Media has partnered with the SABC, focusing on creating solutions for advertisers on the video entertainment business," the SABC says in a statement.
"In collaboration with the SABC, the company aims to empower brands to connect meaningfully with South Africa's rich multicultural market. This partnership positions Brandsphere Media to offer unparalleled access to the SABC's diverse audience base, enabling brands to authentically connect with millions of viewers across South Africa."
Piwe Motshegoa says Brandsphere Media "is a partner for brands seeking unique and effective ways to tell their stories while connecting with the diverse audiences the SABC offers".
Nomsa Chabeli, SABC CEO, says the public broadcaster's tie-up with Brandsphere Media will unlock new opportunities for innovation in advertising sales.
"We strongly believe that this partnership is geared towards ensuring the long-term sustainability of the SABC and brings great prospects of revenue growth."
"It further encourages brands to leverage on the SABC's unique value proposition delivering on inspiring, empowering content across compelling platforms and devices in every corner of South Africa."
