Leading telecommunications giant, MTN Nigeria Communications Limited and MTV Networks Africa are joining forces to develop an exciting marketing alliance targeted at generating fun and pleasure for young music lovers, the youth and young adult community throughout Nigeria. The telecoms network and Africa's leading youth entertainment platform are to collaborate on an integrated 360-degree, multifaceted TV sponsorship project, which will be activated on air, on the ground and on mobile phone in Nigeria.
Under the terms of the deal, MTNXtracool will connect to the passion that young Nigerians have for knowledge, adventure and music by becoming the exclusive sponsor of MTV & MTN VJ Search and MTV & MTN Naija Hits, an exciting grassroots' talent search and TV show. Scheduled to start in September 2007, the MTV & MTN VJ Search will tour four Nigerian cities (Abuja, Lagos, Jos and Benin), auditioning young people who aspire to be an MTV presenter and host their own show on the channel.
The regional finalists from each city will go on to compete head-to-head in front of the MTV base cameras, culminating in a live televised grand final where the new presenter for Nigeria will be chosen by a panel of celebrity judges and members of the public voting via SMS. The ultimate winner earns a bone fide contract to represent MTV, hosting MTV & MTN Naija Hits, a new TV chart show that will run on MTV base (DStv Channel 88), STV and six syndicated channel partners across Nigeria.
Compelling TV programming from the MTV & MTN VJ Search will be aired on TV from 5 October 2007, including STV, DStv, Hi TV, Rivers State Television, Akwa Iborn State Broadcasting Corporation, Cross Rivers State Broadcasting Corporation, Delta State Broadcasting Corporation, Enugu State Broadcasting Corporation and Plateau State Radio and Television. Weekly chart show MTV & MTN Naija Hits starts airing once the winning presenter has been chosen, on 12 October.
Commenting on the alliance, Amina Oyagbola, MTN's spokesperson said, ‘MTN is involved in this partnership relationship as a way of delivering on the promise made during the launch of the MTN music package called MTN Loaded Music. MTN, being the leadership telecommunications brand in Nigeria, under whose stable the authentic youth telecommunications brand MTN Xtracool exists, is using this platform to reinforce the superiority of its offering within the youth market in Nigeria. The partnership of two of the Africa's biggest brands in telecommunications and music will deliver a project that appeals to the aspirations and dreams of young people in Nigeria.'
According to Alex Okosi, Senior Vice President & Managing Director, MTV Networks Africa, ‘MTV base has built a reputation in West Africa for creating imaginative, one-of-a-kind experiences and TV programmes which profoundly engage and connect with young adults. We know this life-changing project is a credible platform for young Africans to realise their dreams of being in the entertainment industry. We know that it will excite the imagination and ambition of young music fans, and create even more opportunities for them to interact with our two brands in innovative and rewarding ways.'
