Describe the main features of the measure/initiative:
One of the services MTN provides is MTN Caller Tunez (CRBT) which are ring back tones for on customer phones. CRBT provide artists a new format for their music, which can be downloaded by MTN customers on their phones at a fee. MTN works with local individuals and organisations to promote a digital lifestyle and to stimulate digital innovation in the local context
What are the results achieved so far through the implementation of the measure/initiative?:
Today Over 150 artists have CRBTs and revenue is being generated from these tunes. The benefits to artists is incremental revenue from their content and extension of content life through digital channels.