by Herman Manson (@marklives) eNCA, the South African based satellite news channel, recently launched a beta version of their website promising “an immersive experience for users”.
eNCA should be a much bigger news brand in the South African media market than it is. Its reach is limited to subscribers to MultiChoice’s DStv platform (and more recently the SKY digital satellite platform in the United Kingdom) although it also syndicates news content to free-to-air channel e.tv. The rebranding from eNews to eNCA in late 2012 means the brand is also still new to consumers.
While it dominates satellite news and its viewership figures is nothing to sneeze at, as a news brand it can and should be much stronger. A multi-channel approach is required to build any media brand today, and with revenue under pressure, the stakes for this business could not be higher.
Remgro, which owns a substantial stake in the eNCA holding company, Sabido, said in its unaudited results for the six months ended 31 December 2012 that advertising sales on e.tv and eNCA were “under pressure during the period under review but programming and operating costs remained stable.”
To address this, Remgro announced in a SENS statement that “the focus of the group for the forthcoming months is the ongoing development of a multi-channel strategy to enhance its competitiveness across a multiplicity of platforms and provide opportunities for new revenue streams. This includes the launch of e.tv Online and eNCA Online in the first half of 2013.”
There is obviously a lot at stake for the larger eNCA brand in pulling off the successful launch of eNCA.com
But reviews thus far have been mixed, at best. “Creating a new online home for eNews Channel Africa could have presented the news brand with a great opportunity to differentiate itself from the public broadcaster, but unfortunately an outdated look and cluttered execution just makes it look like more of the same,” says journalist and media commentator Mandy de Waal. “Fonts aside, the SABC and ENCA news sites are much of a muchness.”