A recent sponsorship agreement between MTN, Johannesburg City Parks and Township TV will see the latter now known as MTN Ekasi TV. The sponsorship, which will turn the city's green lungs into virtual football stadiums for the FIFA Confederations Cup and 2010 FIFA World Cup, will continue until after the world cup next year.

�It helps Johannesburg City Parks to breathe much-needed life into the �green lungs� of Johannesburg City's townships,� said MTN chief marketing officer Serame Taukobong.

�It enables us to add dimension, integrity and very real meaning to MTN as a brand at work, making a difference in the lives of its target market.�

Sports journalist Graeme Joffe initiated the dream of bringing big-screen TV to the people of Johannesburg's townships towards the end of 2007. The following Johannesburg Parks will offer a safe public viewing environment and free entrance to all: Ivory Park, Eldorado Park, Diepsloot, Diepkloof, Lenasia, Alexandra, Thokoza, Joubert Park and Orange Farm.

On-site activations

In order to enhance the viewership experience and maximise community interaction at Ivory Park during the FIFA Confederations Cup semi-finals and final, MTN has created a series of on-site activations. These will include interactive games on screen, on-screen SMS competitions, five-a-side football tournaments, Foosball and a wide variety of live entertainment (DJs, live acts and dancers).

The big screens switch on at 2pm every afternoon. Programming begins with cartoons for younger viewers as a curtain raiser. As the day progresses, programming moves on to education and sports, with the focus on football. The programming schedule will be displayed on the screens, along with the new MTN creative messaging.

Safety is paramount when inviting community participation. All venues will ensure community safety with extra security personnel, as well as a strong SAPS and EMS presence.

DStv is still part of the partnership, as a supplier.

Source: This article appeared in Biz Community on 22 May 2009 at http://www.bizcommunity.com/Article/196/147/36210.html