Friday, March 25, 2011

DW goes mobile in Tanzania

Deutsche Welle is now offering a new text messaging (SMS) news service for its listeners and users in Tanzania. The initial launch focuses on text-based services in Kiswahili covering news from Africa and around the world as well as sports-related services.

In order to reach the widest possible audience, multiple language services and products will follow the first phase of launch. Deutsche Welle's Kiswahili service is among the most popular radio programmes in Tanzania: around 70 per cent of Tanzanians are familiar with Deutsche Welle and 33 per cent are frequent listeners of the Kiswahili program.

Deutsche Welle has appointed Starfish Mobile East Africa Limited as its technology provider in Tanzania, where the broadcaster will have the opportunity to deploy mobile services in the Kiswahili language to more than 19 million subscribers from the Vodacom, Tigo and Airtel mobile networks. With a current footprint of more than 30 telco relationships in 21 African territories, Starfish is one of the leading players in the field of content provisioning and content aggregation in Africa.

With a current audience reach of nearly 90 million around the globe, Deutsche Welle is aiming to widen its reach in countries like Tanzania, where web penetration is low. By making news services available through mobile technology, subscribers will be able to access news updates. Deutsche Welle viewers and listeners also have the opportunity to view and listen to television and radio programming via mobile.

"To some extent, mobile phones have succeeded in an area where the web has struggled," says Naser Shrouf, Deutsche Welle's head of sales and distribution Africa and Middle East. "With its text messaging service, Deutsche Welle would like to provide Tanzanians access to international news from a European perspective, whenever and wherever they are."

(Source: via AIB website)

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