mDDA
EDF FUND SET TO TRANSFORM THE ADVERTISING INDUSTRY
26 March 2024
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The Media Development and Diversity Agency (MDDA) and the Competition Commission will tomorrow Wednesday 27 March 2024 unveil a Digital Out of Home (DOOH) billboard on Aubrey Matlala Street (M43), opposite Soshanguve Crossing Mall in Soshanguve, Tshwane.
Funded through the Economic Development Fund (EDF) currently administered by the MDDA, the erection and launch of the billboard forms part of ongoing efforts to support and equip start-up businesses in the media and advertising sector.
The EDF is a result of fines issued by the Competition Commission against media companies that were found to be involved in uncompetitive behaviour in the media industry. An agreement was signed between the Competition Commission and the offending companies for them to pay a fine to the MDDA for the establishment of the Fund.
Touch SA Marketing Solutions is a black-owned digital marketing and outdoor media business that aims to participate in the advertising sector and stimulate the township economy where the owner is born and bred.
The billboard screen will flight advertisements about household goods, funeral covers, insurance, banking, and other products that have been carefully selected for the city of Tshwane residents. This is part of Out Of home (OOH) advertising that reaches consumers “on the go” in public spaces or in specific commercial locations such as shopping malls.
Free screen time will be given to small local businesses at the start and end of each day’s screening, where these local businesses will have the opportunity to have top-flight advertisement at no cost. This is done as part of a community support programme, which includes support for projects like bursaries at the local schools.
“The launch of this digital billboard is set to establish a black-owned media platform,in the community of Soshanguve. This monumental achievement by Touch SA Marketing Solutions exemplifies the good work that the MDDA has committed to do, which is to develop and diversify the media landscape through funding agreements and provision of overall support to black youth entrepreneurship, community media, and small commercial entities,” said Ms Shoeshoe Qhu, Chief Executive Officer, MDDA.
For more information, contact the MDDA Communications unit, e-mail: margaret@mdda.org.za /082 785 6071.
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For media releases, speeches and news visit the MDDA portal at www.mdda.org.za Issued by the Media Development and Diversity Agency.