In South Africa, the Primedia Group has announced a partnership with Paramount Global (Paramount), formerly ViacomCBS, to provide audience engagement and broaden its reach.
The collaboration is the first of its kind in South Africa and, according to the duo, is a natural evolution in delivering a multi-platform content strategy in a highly competitive and dynamic environment.
The collaboration aims to bring together mass mediums of television and radio, presenting attractive, integrated solutions for clients and partners.
Speaking on the partnership, Lindile Xoko, Chief Revenue Officer at Primedia Broadcasting, said, “As an audience-driven entity, we are continuously looking for compelling solutions that will broaden our content reach while diversifying our audience base. We appreciate that audiences increasingly consume content, shifting between platforms, from radio to TV. It is this understanding that drives and catalyses our omnichannel strategies. This collaboration will offer attractive solutions for our audience.”
The growth of radio and the popularity of television has intensified the need to create audience-led solutions that offer a variety of channel solutions where content is king, according to Xoko.
The Vice President of commercial and content distribution for Paramount in Africa, Strini Naicker, said, “We are confident that this joint television and radio media offering will pave the way for remarkable successes across the media trade. We look forward to reaping the benefits we will realise for media agencies, clients and the broader media industry.”
“We are also optimistic about how this partnership will strengthen the position and competitiveness of the South African media industry. It’s an excellent opportunity to further showcase the power and growth of African content across the markets,” Naicker added.
Xoko concludes, “As Primedia, we acknowledge the importance of broadening our content offering to reach a diverse and inclusive audience. We believe that this partnership allows us to accelerate the realisation of this priority.”