Trace unveils ambitious and innovative plans for 2015/2016
At a press conference held in Paris in early September 2015, Olivier Laouchez, CEO and co-founder of the TRACE group, unveiled the group's strategy and announced the launch of new products, content and services.
TRACE is an entertainment brand that’s now present in 160 countries and specializes in what it calls “urban entertainment”. It’s taken its traditional media channels in pay TV and FM radio and added mobile services and VoD, making it a multi-platform operator.
Born in the streets and ghettos, urban culture has become mainstream and dominates many parts of the the global entertainment industry. Launched in 2003, TRACE was positioned from its launch as an urban media brand and has both followed and helped speed up this profound evolution of cultural attitudes of young people in the world.
TRACE wants to become the urban media brand reference for multicultural entertainment for young, Afro-descendants, within its priority markets: France, the French Overseas Departments and sub-Saharan Africa. TRACE is also launching several initiatives to expand in the US, Brazil and the UK.
In France, 10 million households receive at least one of TRACE channels and nearly 3 million viewers watch TRACE Urban each month. According to Médiamat'Thématik , TRACE Urban is the second music channel for youth and first affinity in 15-24 years
On digital side, the site www.trace.tv attracted 1.4 million visitors and had 4.3 million page views in August 2015. Localised versions are being launched, including for Cote d’Ivoire. Social networks attracted 3.4 million fans, followers, subscribers. Just on Facebook, TRACE pages have over 3 million people going to them a week.
Closer to the continent, inn Francophone Africa, Africa TRACE and TRACE Urban are (according to Mediamétrie Africa 2014/2015) the first two music channels. In many African countries, TRACE Africa is in the top 10 most watched channels.
In Anglophone Africa, TRACE Urban is available from almost 6 million households, 43% watch the channel every week. In Angola, TRACE Toca is in the top 10 most watched channels by subscribers.
With these results and its physical presence in 15 African countries, TRACE is particularly well positioned to seize the opportunities offered by the continent, including the growing, very young population of the continent and as a place where TV penetration, smartphones and Mobile Internet is exploding.
What are the new products? It has launched a music offer with South African operator Cell C who it has partnered with before on its music talent show TRACE Music Star. The offer provides free data for Facebook and WhatsApp; a music streaming service developed with Universal Music; a dating service; and exclusive benefits like concert tickets and meetings with artists)
TRACE Music Star is the largest music talent competition. For the first two editions of this competition in Africa, which was to sponsor Wyclef Jean and Akon, more than 2.6 million calls were recorded! TRACE Music Star will be launched in November in France, the Caribbean and the Indian Ocean in partnership with CANALSAT.
To see Olivier Laouchez talking about the competition, click on the link here:
In Q1 2016 TRACE will launch its VoD service TRACE Play dedicated to urban entertainment. For less than € 5 per month, subscribers will have access to 5000 hours of films, series, documentaries, magazines, reality TV shows. TRACE is committed in an original production development policy. The first investment is the film "The Gang of West Indians," directed by Jean-Claude Flamand-Barny, which will hit cinemas in the fall of 2016. TRACE Play will be launched in English, French and Brazilian, initially in France and throughout sub-Saharan Africa and in Brazil, the USA and the UK.
In terms of radio, TRACE has obtained a licence to set up a national radio station in Cote d’Ivoire.
Its new channels include:
TRACE Toca is the showcase of music and Afro-Portuguese culture. Launched in July 2015 in France on SFR and Numericable, TRACE Toca is the first music channel dedicated exclusively to Lusophone, highlighting artists Angola, Mozambique, Cape Verde, Guinea-Bissau and Brazil . It broadcasts the best hits of the moment in different musical styles: Kuduro, Kizomba, Cabo Love, Semba, Marrabenta, Pandza and more. More broadly, TRACE Toca highlights all loved styles and requested by the Portuguese public such as Zouk, Afro House or Afro Pop.
TRACE Gospel is the first channel dedicated to gospel music in all its diversity: Contemporary Christian, Gospel Worship, Urban Gospel, African Gospel, Gospel Pop, Traditional Gospel ... Gospel TRACE celebrates a return to the roots of black music! The channel will be broadcast in French and English from November 2015, in France, Africa, Europe and North America.
The channel will have a website and a dedicated mobile application. In two months, even before its launch, the channel has already attracted nearly 50,000 fans on Facebook.
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Should you be one of those subscribers? Find out on this Link.
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