Commuter television network Massiv TV has launched the Massiv 3GTVm, which combines the latest generation of broadcasting capabilities to deliver television content to any mobile platform.

“The 3G service offers our advertisers the opportunity to view their advertising coverage live. Further, it allows for smart ads, which is advertising within the client’s perimeters – for example, if the taxi or bus is approaching the client premises, the related advert pops up on the screen,” says Massiv TV CEO Tiff Willemse.

The service also provides hourly content updates and provides a location update of the bus or taxi, based on an eight-second interval.

“We are now able to offer clients region- based advertising. The system is custom designed for us in partnership with the University of Johannesburg School of Electrical Engineering, with the guidance of the institution head, Professor Willem Clark. We own the software as it is part of our innovation and globally source components to build the technology,” says Willemse.

Since its inception in 2007, Massiv TV now has a daily viewership of 150 000 and is aiming for a 300 000 daily viewership by May 2012. “In the next four years, we are aiming for a daily viewership of one-million and hope to have our television sets in about 3 000 taxis and buses. We also have an ongoing relationship with Professor Clark to develop new technologies on how we can further upgrade our technological capabilities,” says Willemse.