ComedyTwist.co.za - Have a laugh on your phone

Last night I attended an absolutely hilarious opening. No it wasn't a joke, but there were lots of jokes present.It was the launch of a new mobile "service" called Comedy Twist Mobile.You can visit the website at comedytwist.co.za. And with that we have a problem number 1.The website isn't live and the launch was held last night to the media. That's bad. Even though the official launch is 1 September 2008, surely if you hold a press conference, comedy event and big fancy "Howzit" type party, you make your website live, even for a second to preview. We got nothing.There was a glimmer of potential when the host of the evening plugged in his cellphone and visit the WAP site, which we were never given the URL for. Oh well, no preview.I'm jumping ahead a bit. Let's go back a step.

What is Comed Twist

The basic idea behind Comedy Twist (CT) is comedic content supplied to you on your cellphone wherever you are. To quote from the flyer I received:

"It's a new digital content platform, offering high quality video and audio material for an extensive variety of South Africa's talented comics - all for mobile phones."

Phew, that's fairly intense. They are doing a lot. Or are they?From what I can see CT is trying to duplicate the success of sms subscription services that already exist with one exception, they offer video and audio and ringtones all about comedy. It's a relatively good twist I think (maybe that's where the name came from "twist"). The country needs comedy, I love comedy and I want to try this service.Enter issue number 2.

Premium Content

This is a very strange choice. I suppose that many social media, content producing, user generated content websites have struggled in the past with monetizing good ideas. But Comedy Twist think they have a solution. Make people pay for content.In my opinion this could be the downfall of the entire concept. The prices for what seems to be "On-Demand" content:

Video - R10

30-50 second live joke

Audio - R5

30-70 second live joke

Ringtones - R15

15-30 second looped funny ringtone

Video Discount Basket - R5

15-30 second live jokesThis brings up my next question: What does "Live Joke" mean? Anyways, that's besides the point.You do have another option, you can subscribe to the service which has a "revolutionary" one-click-opt-out. Nice selling point, but not new. You can SMS "comedy" to 38370 and a video will be sent to your phone every Monday, Wednesday and Friday. Three videos.

Target Market

This seems to be a good idea, decide who you are targeting. Comedy Twist is targeting LSM 7-10. My immediate reaction is that's where the money is, they will pay for the content. But then my research tells me that LSM 7-10 have cellphones, they have cellphones that are able to receive video but they a) are not interested in SMSing a number to subscribe to a service that is going to bug them every other day of the week, comedy or not and b) LSM 7-10 have trouble visiting WAP sites on the their phones and by that I mean that many don't actually know how. This is not an insurmountable problem, but it will take a fair amount of marketing, above and below the line and a lot of education.That is not to say that LSM 7-10 wont be successful if targeted correctly and with money behind the project (I can't say how much money is behind the project) so who can tell how it will go.It just leads me to wonder about the approach. I know alot of kids (in their teens) who spend hours and hours playing games with others on their mobiles, blowing cash to interact, chatting on Mxit and using other free and subscription services. Why? Because they know how and they know that LSM 7-10 Mommy and Daddy will pay for their usage. Simple. To get to the money, go through the children. It's worked well so far.

Almost a potentially great mobile social network

I don't want to go on about this but Comedy Twist had the potential to be a cracking social network on the mobile platform. People love to laugh, people love jokes and love comedy. Even more so, people love to laugh at themselves, their friends and other people making fun of other people. This could have been used VERY effectively to create a social network around laughter, jokes, pranks and anything else in the genre.

It will survive

Why? Because some of the funniest people in South Africa are on board for the ride. Trevor Noah to just name one that I saw at the event. The man must be the funniest guy I've had the pleasure of seeing live. The comedians will save this ship from a certain premium-content go-slow.

Do you laugh when you type "hahahaha"

I know that I don't always laugh when I type "hahahaha" on IM... do you?