Standard Bank is to invest more than R2-million in establishing and flighting an educational and entertainment web portal – also to be flighted on free-to-air TV channel eTV – in a move to attract more young customers.
Andrew Aitken, MD of IP video specialist Antfarm, which will provide the technology platform, says the project will be launched as the bank’s Student Achiever web portal, which will provide a host of “intriguing educational, sport, banking and entertainment input for the younger market”.
Backed by a live TV show on eTV, which will be providing constant references to the Student Achiever portal, the bank will also be using well-know personalities, such as DJ Cleo and musician Thandiswa Mazwai, to attract a more youthful audience.
Specific TV slots, to be flighted on eTV, will be dedicated to airing a specific show centering on the new portal. In terms of the deal, eTV will be providing the content, while Antfarm will be providing the technology to enable the smooth distribution of online video content.
“Internet TV is a fast-growing phenomenon and we will see this becoming a day-to-day thing in modern life, especially as more wireless broadband becomes available – which is now happening,” says Aitken. “This makes Internet TV a reality – a reality our younger generation will grow up with. And this is why Standard Bank, as a forward thinking bank, has focused on this technology ‘genre’ as a means of attracting more youthful clients.”
Youngsters, in the 16 to 26 year-old age group, are encouraged to register with the Student Achiever portal, with the bank hoping to increase its young clientele in the process.