MTN's Youth TV Programme Begins
By Tunmise Adekunle
The much-awaited MTN Y'ello TV show hit the airwaves yesterday July 25, 2004, highly improved. The MTN mix-it-up-with-the-youths television programme bounced back with improvements and changes in duration and content, as it is now a one-hour show, an improvement on the 30-minute package that has been running for the past one year. There are two new segments in the general entertainment product, three others have enhanced formats while two others have been revised. Afam Edozie, Chief Marketing & Strategy Officer, MTN, explains that "Y'ello is democracy at work, at its most powerful, it digs deep down into the sole and world of the African Youth and what makes them tick. It also explores what is happening in their world. No barriers, no divisions, all one tribe living to the beat of the African drum. Here everyone is united with one common aim to let the music and pulse of the time take them; to be pan of the African village that is beat based, music, fashion conscious and self aware with attitude. "MTN created Y'ello TV as a platform for young people to interact with one another across continental boundaries within Africa and upgrade their knowledge of the state of entertainment affairs in the continent and beyond.
The new Y'ello comes with a lot more excitement and many new faces. The first noticeable change is on the montage (opening collage of pictures and song) of the programme. The introductory song and audio identify the show as musically centered but fast paced, the visual representation of that introductory mark is also uncluttered and exciting that the Y'ello TV followers will be proud of
Y'ello TV is an entertain tour-de-force spanning the entire continent of Africa with whistle visits to some spots in Europe, America and other places. It was produced in Lagos Nigeria by Sharf Weisberg Media (SWM) deploying an international cast that featured some of the best known names in Nigeria, Africa and Europe. The production was an ambitious two day back-to-back shoot that turned the high brow Expo Hall of Eko Hotel into a youth carnival for almost a week of rehearsals and shooting. Many of the hundreds of cast and crew who featured agreed in a chat with THISDAY at the shooting location recently that such a youth spectacle had not been seen, and may not be witnessed for a long time to come. Y'ello Live is heartstopping, colourful, exciting and loaded with delightful optical surprises.
Y'ello TV, which features music, videos, personality interviews, news and events, is interactive as it features text and e-mail messages from viewers.
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