Cell to launch its own online TV show

Digital Content

Mobile operator Cell C has made its first foray into the content space, launching an online reality show tagged #BreakTheNet, or #BTN, in partnership with Bl!nk

Mobile operator Cell C has made its first foray into the content space, launching an online reality show tagged #BreakTheNet, or #BTN, in partnership with Bl!nk Pictures.

Cell C said the show, which is focused on “unearthing the next online senstation”, marks the start of a “strategic content play” by the company. It represents its “first foray into content production for a future content delivery platform”.

#BTN is a talent search show that is meant to challenge the way in which television content is produced and consumed, Cell C said.

“How and where content is delivered to consumers is changing dramatically in South Africa as Internet access becomes more pervasive,” said Cell C CEO Jose Dos Santos.

The operator said #BTN represents a “combination of traditional high-level creative television and the best cutting-edge content offerings available to the YouTube generation”.

“Millennials are now watching as much YouTube as they do TV, and a large segment of the South African population are consuming content delivered through online platforms,” Dos Santos said.

“We feel that the time is right to begin delivering incredible content through new channels.”

The company developed the “Cell C Reality App” to allow viewers to participate in the show.

From 15 September, South Africans can submit their entry to stand a chance to become one of 30 contestants on the show, which will be broadcast from Sunday, 16 October until Sunday, 11 December 2016.
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