Media ShopTalk:   w/c 7 September 2009

As promised, this week’s ShopTalk looks that the public transport systems that are being developed and implement in South Africa. Below are a couple of highlights of the very informative presentation that Provantage have put together.  If you would like to see the entire presentation, please contact your MediaShop representative and they will gladly set up a time with Provantage to come through to your offices accordingly or your representative will do the presentation to you.

Transit Environment in South Africa – Jacques du Preez, MD Provantage Media

Worldwide consumers are more mobile than ever before due to urbanization and centralisation of economic activities.  Not only are they more mobile but they are spending significantly longer commuting between home and work due to traffic congestion and distance.  These trends are most certainly valid in SA – difference is that we are largely still dealing with the lack of transport infrastructure from the past! This is now changing at an incredible speed! Over 25 million South Africans commute through approximately 60 major transport nodes throughout SA on a weekly basis. The majority of SA commuters are dependent on 150 000 mini taxis as their major mode of public transport in SA.

Changes in SA Commuter Environments

Government has developed a national transport master plan, which is a blue print for transport infrastructure development and investment for SA over the next 45 years. Current approved funding for transport related infrastructure is standing at R160-Billion.  This will involve the establishment of an integrated transport system through development of new infrastructure and upgrading existing transport infrastructure that will lead to a world class transport system. The national transport master plan covers the following major initiatives:

• 2010 Soccer world cup transportation infrastructure – host cities
• Taxi re-capitalisation process
• SANRAL – South African National Roads Agency Limited
• Bus Rapid Transport (BRT) System development
• PRASA – Passenger Rail Agency of South Africa
• Gautrain
• Airports – La Mercy; CT International, OR Thambo
  

Taxi Industry - Where are we headed?

• Taxi re-cap programme introduced in 2000
• Government has allocated R7,7bn for the taxi re-cap programme
• Major aims to improve safety and formalise taxi industry
• Target of scrapping and replacing 80% of old fleet by 2010
• Current scrapping to date 4000 / Toyota have placed approx 17,000 new Quantum's into the industry
• Other initiatives include electronic fare collection systems and upgrading taxi infrastructure nationally
  

Bus Industry – Where are we headed?

•  BRT systems will roll out in 9 cities in SA with the Joburg BRT system going live on 1 September 2009.
• Joburg BRT  - Rea Vaya - Rea Vaya means “We are going” in Sotho.
• R13.6bn has been allocated for this project.
• BRT system is a modern and efficient bus service that will include dedicated bus lanes, rapid boarding and alighting and modal integration with taxi and rail services.
• This will encourage use of public transport in central business districts and in the townships.
• In addition to the BRT systems the major cities are also rolling out new municipal bus fleets similar to Metrobus in JHB.
• Most of the new bus fleets will be operated and managed by the specific municipalities of the major host cities.
• Will interlink with Gautrain. Gautrain The rapid rail network comprises of
  
  Three Anchor Stations, namely:
  
• OR Thambo International
• Hatfield Station (Tshwane)
• Park Station (Johannesburg)
  

• Rosebank
• Sandton
• Marlboro
• Midrand
• Centurion  
• Hatfield
• Rhodesfield (Kempton Park)
  

The link between Sandton and ORT will be operational by June 2010.  Gautrain will be fully operational by May 2011 and is expected to transport between 10,000 and 12,000 passengers per day.  This audience will primarily be LSM 8 + Estimated fare cost: Sandton to ORT = R 130 / Hatfield to Park Station = R 30 Anchor stations will have full retail facilities which will include dwell time

Gautrain fast facts

• 10.6 Million kilometres will be travelled every year.
• The route length of the Gautrain is 83 kilometres.
• 11 – the number of trains on the track at any given time.
• 300,000 tons of cement is being used during construction.
• Each four-car train set can carry up to 321 seated passengers.
• There will be a train at least every 10 minutes during the peak tine at stations between Johannesburg and Tshwane.
• More than 650 Closed-Circuit TV cameras will be watching commuters.
  A ticket will cost about R30 from Hatfield to Park Station (the longest route) and between R120 and R170 from OR Thambo International Airport and to Sandton. Currently there is no information with regards to advertising opportunities in or around Gautrain.  It is envisaged that these will be made available in the next six months. Information regarding the new airports, SANRAL and PRASA are also included in the presentation.

WHAT DOES THIS ALL MEAN?

• All public transport in SA is in the process of significant change
• New state of the art taxis, buses and train coaches are now becoming a reality
• Commuter landscape is changing fast from a 3rd world to a 1st world environment, which should make this space a lot more attractive in the future
• Advertisers that are prepared to experiment and learn stand to benefit most from the changing commuter landscape
• Gautrain will offer the 1st truly captive transit media opportunity to reach the higher LSM market
• SA is poised to implement new transit infrastructure which will be comparable to other international markets which we can learn from

The quote of  the week: “The world hates change, yet it is the only thing that has brought progress” Charles F. Kettering

Until next week!

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