DIGI.COM Bhd, the country's smallest mobile operator, is taking marketing innovations to another level - by producing its own television programme called Ejen 016. Besides boosting DiGi's brand presence, the spycomedy programme is expected to highlight the uses of mobile technology."Behind the car chases and explosions, there are educational aspects on telecommunications," DiGi chief executive officer Morten Lundal said in Kuala Lumpur yesterday.The 13-episode series, which will air over TV3 every Wednesday at 9.30pm starting July 19, is targeted at the mass audience."We expect to have at least two million viewers watching the programme, which is a good number," said Media Prima Bhd TV Networks chief executive officer Datuk Farid Ridzuan.Lundal hopes to grow DiGi's subscriber base from this initiative. Currently, close to 80 per cent of Malaysians already own a handphone. Analysts expect subscriber growth to slow down this year, after a strong mobile take-up rate last year.Lundal believes the TV series, which is in Bahasa Malaysia, will attract audiences across Malaysia, including the rural parts of the country.He also expects the programme to create more mobile usage from its customers, as mobile communication is more than just about making voice calls and sending SMSes. The company is offering exclusive Ejen 016 downloadable contents for its users, including wallpapers, screensavers, ringtones, mobile phone themes and caller tunes.It also offers Mobile TV, where users can watch future episode previews, highlights of past episodes, bloopers and never-before-seen scenes.
Ejen 016 stars Saiful Apek in the lead role, supported by Ida Nerina, Mustapha Kamal, Jehan Miskin, and Bob Kuman among others. TheTV series will also feature cameo appearances by other Malaysian stars like M Nasir, Linda Onn and Amber Chia.DiGi's production cost for the TV programme remains "top-secret". The company spent RM168.3 million and RM113.9 million on advertising and promotion in 2005 and 2004 respectively.
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