Nigeria’s Ajala TV seeks to create an African travel launch


Ajala’s Dayo Osholuwu has launched the Ajala Travel Channel on Hi-TV and has far reaching ambitions to take it across the continent. The existence of a travel travel channel somehow validates the little-explored phenomenon of tourism amongst Africa’s growing middle class.

The Channel was launched on Hi-TV in April of this year and it runs as a branded block for 8 hours on Friday, Saturday and Sunday with repeats on Tuesday, Wednesday and Thursday.

The business model is a mixture of advertising (not much so far), sponsorship of programmes and people buying trips and packages from the company that also operates as a travel agent: currently 80% of revenues come from this source. On the advertising front, Osoluwu thinks it’s a matter of time and this will help establish that the channel’s credible.

“Hi-TV had 200,000 subscribers when it launched but this has dropped over the last 8 month (without the EPL) to less than 100,000 subscribers. The big challenge is to take it from being a Nigerian Travel Channel to being one going out across the the continent, an African Travel Channel.

“We’re in talks with DStv and Wananchi and want to get signed up on their platforms. We’ve also done a deal with Liberty TV for a strategic alliance that will develop a stand-alone channel. We need to deliver the ratings to convince advertisers.”