The show is scheduled for broadcast from 16 October until 11 December, and 30 selected contestants will be required to enter an online video to see who gets the most views. The participants will be assigned five challenges over eight weeks, with 48 hours to deliver on each task.
Cell C executive head of marketing, Doug Mattheus, said that the mobile operator has yet to establish the business model for #BTN: “In the longer term, we will figure out what the model is — is it ad sales, or partnering, or finding a sponsor? We are quite open to the various options. The first show is a marketing experiment.”
Derick Watts and the Sunday Blues will present the show, which will also feature South African celebrities Suzelle DIY, Ofentse Mwatse, and Darren Whackhead Simpson as The Taskmaster.
According to Mattheus, #BreakTheNet is possibly the start of a big push by Cell C into the media business. The company is currently engaged in discussions that could result in it launching its own Netflix-style video-on-demand offering targeted at both its fibre broadband and wireless customers.
“We have met with MGM Studios in Los Angeles to find out what content we can pick up from them. We are exploring our options. I’m not going to say we will definitely do it … but worldwide, telecoms companies are using content for user ‘stickiness’,” he said.
Cell C is so confident that #BTN will be a success that it has already commissioned another series for 2017.