The MSG Afrika Group umbrella is spreading across the media spectrum like a house on fire after it unleashed its new player – MSG Group Sales, a media sales house. This move is predictably going to send tongues wagging and is likely to shake the industry in an unexplainable way.
The launch of MSG Group Sales is essentially an internalization of media sales. This function has been outsourced from Mediamark which is owned by Kagiso Media and Lagardere Radio International (LARI). Kagiso Media has a large commercial radio footprint in South Africa, a factor which presumably came with a natural conflict of interest element for Mediamark.
The sparkling new media sales house has now officially taken over as the new sales house of Power 98.7FM and Capricorn FM starting 1 September.
“We have a very specific vision of how we want to take our brands to market and feel that this is a good time to do it within the group. Mediamark has been instrumental in helping us launch Power 98.7 to the advertising trade and given us an excellent base to build on for both stations,” MSG Afrika’s CEO, Given Mkhari was quoted.
The media sales group is headed by the experienced Msizi Mazibuko who was previously the Business Unit Manager at SABC Radio Sales before joining Power FM as Head of Marketing.
In a statement that was released by the group, it was announced that Mediamark, the incumbent media sales house owned by Kagiso Media and Lari will no longer be selling advertising solutions on behalf of Power FM and Capricorn FM.
The statement added that Mediamark will continue to consolidate and grow its existing portfolio of multi channelled advertising solutions in the months to come. Mediamark currently represents the following radio brands: Jacaranda FM, East Coast Radio and Smile 90.4FM.
On February 3, the Independent Communications Authority of SA (ICASA) awarded an Eastern Cape licence to Histoprox and a Free State licence to Histotrim which are both majority owned by MSG.
The MSG is a wholly owned subsidiary of MSG Afrika Investment Holdings, a diversified Media and Communications Group owned by Given Mkhari, Simphiwe Mdlalose, Andile Khumalo and with Investec Banking Limited as a strategic minority partner.
The groups other major investments include The Jupiter Drawing Room, Curious Pictures, Dialogue Group Holdings and Sonovision studios. It is also a key strategic partner and content provider to Super 5 Media.
The Mkhari led consortium has emerged with a renewed media transformation ticket amidst rising despondency towards earlier transformation promises.