CRTV Marketing and Communication Agency

What CRTV Marketing and Communication Agency does

CRTV Marketing and Communication Agency (CMCA) is the integrated advertising and commercial agency of CRTV, Cameroon's state-owned public broadcaster. Founded in 2001 and headquartered at Maison de la Radio in Yaoundé, CMCA commercializes advertising inventory across CRTV's nationwide media network, which spans 3 television channels (CRTV, CRTV NEWS, CRTV SPORTS), 18 radio chains (Poste National, 10 regional stations, and 7 proximity channels), and 6 digital platforms (website, Facebook, Twitter, Instagram, TikTok, and MyCRTV mobile app). The agency also monetizes non-advertising assets including 37 telecommunications towers and 38 broadcast centers, professional sound equipment rental, event space, music promotion services, and label merchandise. Governance is aligned with CRTV's state-entity structure under leadership of Charles Ndongo (Statutory Manager), Martial Ongono (Delegate Director), and Christelle Wanda (Deputy Director for Sales).

The company's revenue model is diversified across advertising space sales (TV, radio, digital), infrastructure licensing (tower rental to telecom operators), and ancillary services (sound equipment rental, event space, music promotion, and press release broadcasting). Pricing is primarily quote-based, with published rate cards for radio communiqués and bundled subscription packages for major events such as the FIFA World Cup 2026 and seasonal Back to School campaigns. Go-to-market is enterprise field sales, supplemented by presence at government fairs (SAGO) and entrepreneurship events (SAEDEL). The customer base spans corporate advertisers, telecommunications companies, event organizers, music artists and labels, educational institutions, and individual consumers, with 1,024 clients served and a horizontal segmentation approach.

CMCA's strategic footprint is anchored by exclusive positioning as the state broadcaster's commercial arm, distinguishing it from private advertising agencies in Cameroon. Recent strategic moves include continental partnerships with URTI and CIRTEF for audiovisual excellence, a sports production partnership with RTI for AFCON 2023, and multi-year event packages tied to FIFA World Cup 2026. The agency operates 10 regional representations across Cameroon and serves a Central African geographic scope.

Name

CRTV Marketing and Communication Agency

Legal name

CRTV Marketing and Communication Agency

Website

https://cmca.cm

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

CMCA is the exclusive integrated advertising and commercial agency of CRTV, Cameroon's state broadcaster, selling advertising across 3 TV channels, 18 radio chains, and 6 digital platforms, plus tower rental and event services to a horizontal base of 1,024+ advertisers, telecom operators, and event organizers.

Ownership category

akta.pro rank

Product category

Broadcast Advertising Sales

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI)

akta.pro secondary industries

CRM Strategy, Implementation & Managed Services (MPAAAIAD), Direct-to-Consumer (DTC) Network/Studio Streaming Channels (MPABAHAG)

Keywords

• Broadcast advertising sales
• Media planning services
• Television advertising agency
• Radio advertising network
• Digital advertising platforms

Headquarters

HQ city

Yaoundé

HQ country

Cameroon

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Advertising Space Commercialization: Sale of advertising space across TV (3 channels: CRTV, CRTVNEWS, CRTVSPORTS), Radio (18 chains including Poste National, 10 regional stations, 7 proximity channels), and 6 digital platforms (website, Facebook, Twitter, Instagram, TikTok, MyCRTV app)
2. Tower Space Rental: Rental of spaces on telecommunications pylônes for enterprises seeking to extend their network coverage across Cameroon
3. Sound Equipment Rental: Rental of professional sound equipment including amplified speakers, wired and wireless microphones, digital mixing consoles for events, concerts, and conferences
4. Musical Promotion Services: Music promotion services for artists and production houses through broadcasting on radio, TV, and digital platforms
5. Event Space Rental: Rental of spaces including restaurants and conference rooms for events and corporate gatherings

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

CMCA operates as the integrated commercial and advertising agency of CRTV, Cameroon's state broadcaster. It sells advertising space and airtime across CRTV's 3 television channels (CRTV, CRTVNEWS, CRTVSPORTS), 18 radio chains (Poste National, 10 regional stations, 7 proximity channels), and 6 digital platforms (website, Facebook, Twitter, Instagram, TikTok, MyCRTV app). The agency additionally offers tower space rental, sound equipment rental, music promotion, press release broadcasting, and event space rentals.

Product overview

CRTV Marketing and Communication Agency (CMCA) operates as an integrated advertising and commercial division of CRTV, offering a unified multi-channel media platform. The core offering consists of three interconnected networks: a Television Network (3 channels: CRTV, CRTV NEWS, CRTV Sports and Entertainment), a Radio Network (18 channels including Poste National, 10 regional, and 7 proximity stations), and a Digital Network (6 platforms including website, Facebook, Twitter, Instagram, TikTok, and MyCRTV app). Supporting services include sound equipment rental (small, medium, large configurations for events), tower/mast rental (37 pylônes across Cameroon), press release broadcasting, and music promotion. Specialized advertising packages are offered for major events such as the FIFA World Cup 2026 and seasonal campaigns like Back to School. The company also commercializes labeled CRTV merchandise and offers conference space rentals.

Differentiator

Problem solved

Functional benefit

Products and services

• TV Network Advertising (Réseau TV) Advertising slot sales across CRTV's three national television channels (CRTV, CRTV NEWS, CRTV SPORTS), providing reach to a broad Cameroonian audience through general programming, news, and sports content.
• Radio Network Advertising (Réseau Radio) Advertising and communiqué broadcasting across 18 radio chains including Poste National, 10 regional stations, and 7 proximity channels, covering music, news, and entertainment programming for diverse audiences.
• Digital Network Advertising (Réseau Digital) Online advertising across six digital platforms (CRTV website, Facebook, Twitter, Instagram, TikTok, MyCRTV app), enabling advertisers to reach targeted audiences on social media, video streaming, and online news sites.
• Tower/Mast Rental (Location Pylône) Telecommunications infrastructure service providing antenna space rental on 37 pylônes and 38 broadcast centers strategically distributed across Cameroon, enabling telecom operators to extend network coverage.
• Sound Equipment Rental (Location Sono) Professional sound equipment rental including amplified speakers, wired and wireless microphones, digital mixing consoles, cables and accessories for events, concerts, conferences, weddings, and parties. Available in three configurations: small (under 50 people), medium (under 600 people), and large (over 600 people).
• Press Release Broadcasting Service (Passer un Communiqué) Radio communiqué service enabling businesses and individuals to broadcast press releases, obituaries, general interest announcements, employment offers, promotions, and sales notices across the 17 radio channels.
• Music Promotion (Promotion Musicale) Music promotion service for artists and production houses, providing exposure through broadcasts across 3 TV channels, 17 radio channels, and 6 digital platforms including proximity channels FM94, FM105, Poala FM, and FM Suelaba.
• FIFA World Cup 2026 Advertising Packages Specialized multi-year advertising packages for the FIFA World Cup 2026, including Co-Sponsoring Live packages (PACK 44, PACK 22, Special Plateau Unit) with guaranteed branding, presenter interventions, and 3 ad spots per session, plus Thematic Special Programs on CRTV SPORTS and CRTVweb.
• Back to School Advertising Package Seasonal advertising package for educational institutions, schools, universities, banks, bookstores, and leisure centers offering up to 50% reduction on TV, Radio, and Web advertising supports during back-to-school periods.

Quantifiable outcome

• 8,500,000 cumulative viewers during major sports events like CAN Feminine 2022
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• URTI (Union Radiophonique et télévisuelle Internationale)coreStrategic or Co-development Partner · 24 January 2023CRTV and URTI collaboration to create a continental platform for audiovisual excellence in production and media content exchange. The partnership includes organizing URTI's General Assembly in Yaoundé in September 2023 and negotiating collaboration between CRTV, CIRTEF, and URTI for managing the Regional Production and Training Center of CIRTEF in Yaoundé.
• SAEDELminorGTM or Marketing Partner · 5 December 2022SAEDEL Entrepreneurship Fair partnership where CRTV and CMCA provided media coverage through radio, TV, and web platforms. The fair provided an opportunity for CMCA to broker advertising partnerships and present service offers.
• RTI (Radio Television Ivoirienne)coreStrategic or Co-development Partner · 1 July 2022Partnership with Côte d'Ivoire's state broadcaster RTI where CRTV shares its proven expertise in sports tournament coverage for AFCON 2023. This partnership resulted from CRTV's successful AFCON 2021 coverage in Cameroon.
• CIRTEF (Conseil International des Radios-Télévisions d'Expression Française)coreStrategic or Co-development PartnerCollaboration between CRTV, CIRTEF, and URTI for the management of the Regional Production and Training Center in Yaoundé, aimed at creating a continental platform of excellence for audiovisual production.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Radio Télévision Ivoirienne (RTI): State broadcaster of Côte d'Ivoire and a strategic partner of CMCA. Same integrated model in a neighboring Francophone African market — direct peer on geography, ownership structure, and ad-sales function.
• Radiodiffusion Télévision Sénégalaise (RTS): Senegal's state public broadcaster. Highly comparable as a Francophone African public broadcaster with national TV, radio, and digital ad inventory managed via its own commercial structure.
• Office de Radiodiffusion Télévision du Mali (ORTM): Mali's state broadcaster operating TV, radio, and digital ad-supported channels across a Francophone African market. Same integrated model with national reach in a comparable economy.
• France Télévisions Publicité: Advertising sales house of France's public broadcaster (France Télévisions). Most structurally comparable peer — both are integrated commercial arms of a state/public Francophone broadcaster monetizing linear TV, radio, and digital inventory. Directly applicable business-model analogue for CMCA.
• TF1 Publicité: Advertising sales house of France's leading private broadcaster TF1. Comparable as a broadcast-advertising sales specialist monetizing multi-channel TV inventory at scale.

Regional players

• MultiChoice Africa / DSTV Media Sales: Sub-Saharan Africa's largest pay-TV operator with a dedicated media sales arm. Comparable as a multi-country African media sales platform, though operating via subscription rather than public-broadcaster mandate.
• Canal+ Afrique: Pan-African pay-TV broadcaster owned by Vivendi. Comparable as a Francophone African TV/radio/OTT operator monetizing ad and subscription inventory across multiple SSA markets.

Broad incumbents

• Havas: Global advertising and communications group. Comparable as a broad incumbent in media planning and buying, with growing Africa presence competing for the same Cameroonian and regional advertiser spend.
• Omnicom Group: Global advertising holding company with media-agency networks (OMD, PHD). Comparable as a broad incumbent competing for the same advertiser budgets CMCA targets, especially on digital.
• Publicis Groupe: Global advertising holding company. Comparable as a broad incumbent in advertising services and media buying, with global scale that dwarfs CMCA — sets the competitive ceiling on ad-tech sophistication and pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AndCrtv
• Facebookfacebook.com/CRTVpublicite
• LinkedInlinkedin.com/company/crtvpublicite

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CRTV Marketing and Communication Agency