A24 Media in partnership with Indian players

Distribution

A24 Media has formed a partnership with NBS News in India. With this, news coverage from the Indian sub-continent will be made available to emerging Africa. It will also create an opportunity for Indian broadcasters to access A24 Media’s coverage of the African continent.

Speaking on the partnership, Sidheswar Misra, COO, NBS News said, “We see great potential in the African content of A24 Media and this will be the first time Indian news television audience will get to view Africa’s rich history, culture, wildlife and development. We look forward to working closely with the A24 Media production team to create interesting customised content for Indian viewers.”

With a huge Indian diaspora across Africa, TV stations here will be able to finally serve that wealthy demographic with news of bollywood celebrities, cricket stars and political heavyweights. NBS’ digital content will be in greater demand as African broadcasters make the change from analogue and new channels look for unique programming.

Asif Sheikh, CEO, A24 Media, shared that NBS News had been a pioneer in multi-platform efforts which made it an ideal partner for A24 Media.

In a separate communiqué, it was announced that Indian TV channel NDTV Good Times has reached a content deal with A24 Media Africa for the latter to distribute shows such as Guilt Free, Nirvana Travels and Highway on My Plate in Africa.

It follows an earlier partnership between South Africa's Saffron TV and the NDTV 24x7 news channel.

"Our partnership with A24 Media is another endeavour by the channel to reach out to audiences across the globe. We are sure that the audiences in Africa would enjoy our programs, showcasing the best in food, lifestyle and luxury," says Smeeta Chakrabarti, chief executive, NDTV Lifestyle.

Atul Seth, vice president of development, NDTV Lifestyle added: "At NDTV Good Times we always seek to formulate lifestyle shows which are fresh and compelling to our global audience. Our partnership with the A24 Media is a part of our commitment to take the channel to audiences across geographies. We are confident that our viewers in Africa would enjoy our award winning shows."