Here’s the TV ad confirming Gareth Cliff’s new venture has heavy WeChat integration

It’s official. Gareth Cliff’s new online radio station CliffCentral will include serious interaction with instant messaging platform WeChat.

The station, which we told you about a week ago, is set to launch on 1 May and is meant to provide the — at times — controversial DJ with a platform where he’s unbound by South African broadcasting regulations.

“CliffCentral is not just an online radio station. It will be multi-faceted and free from suspensions, restrictions or BCCSA complaints,” Cliff says.

In his decade-long tenure at popular commercial station 5fm, Cliff was subject to a number of complaints and was suspended by his employers on more than one occasion.

The majority of Cliff’s team from 5fm will be joining him on CliffCentral. As well as conventional online streaming, the station will allow people to receive audio, video and picture updates via WeChat.

“CliffCentral will be available online, but what I’m most excited about, is our partnership with WeChat,” says Cliff. “CliffCentral will have its own Official Account (OA) on WeChat and that’s where the magic is going to happen.”

“WeChat is a platform that envisions and innovates new ways for people to connect, communicate and share. Much like what Gareth has in mind for CliffCentral,” explained Brett Loubser, MD of WeChat Africa.

“It’s not just about streaming. That’s only the beginning of the experience the CliffCentral OA on WeChat has to offer. A mash-up of functionalities will be available via the OA on WeChat: think voice and video clips from the CliffCentral team, the Poll with Mol, vouchers, chat groups etc. This is not radio as we know it.”

In preparation for the launch of the station, a TV commercial has been put together explaining what it’s all about.

As we pointed out previously, there was already evidence that Cliff’s was looking to enter the digital space for some time now. While hosting the 2013 Bookmarks — an awards showcase for South Africa’s digital advertising and publishing space — Cliff solicited the audience for suggestions on how to get out of radio and into the digital sphere.

WeChat meanwhile has been investing heavily in trying to get a toe-hold in the South African market, with ads across media channels and sponsorship of a number of events, including the Loeries — South Africa’s premier advertising awards showcase.

The instant messaging platform, owned by Chinese internet giant Tencent (in which Naspers holds a major stake), has over 800-million registered users, 355-million of whom use it on a monthly basis. Around 100-million of those meanwhile are international users.

It’s unclear exactly what percentage of those users are in South Africa, although the number is likely to be relatively small. If WeChat’s investment in Cliff, which is understood to be fairly substantial, is to pay off therefore it seems probable that it’ll need to be able to show off decent growth within the country.