Turner reveals content plans for Africa 2018/19
30 November 2018
Global media company, Turner, has revealed a new line up of programming, content and partnerships for its African markets, as well as a brand new look, slate and local partnerships.
Turner operates six channels across Africa’s 54 English, French and Portuguese speaking countries. These include CNN International; Africa’s favourite kids’ channels: Cartoon Network, Boomerang, Boing and Toonami; as well as recently relaunched blockbusters destination, TNT.
Not only has this year seen Turner actively evolve its portfolio, but the broadcast giant has focused on creating relevant and authentic local content in Africa to expand its footprint, and resonate with its local audience.
It also recently relaunched TNT, Boomerang’s channel refresh, greater local initiatives through brand partnerships, local productions, local dubbing of content, the launch of Turner content on Showmax and advertising, as well as sponsorship business growth.
“As Turner, our audience needs are becoming more pertinent and we’re constantly challenging ourselves to be more innovative and creative in our offering to keep attracting and entertaining our loyal fan base, on-air, on-line and for-real.
“We remain steadfast in our commitment to providing the best service and high-standard content to our fans,” said Jaime Ondarza, senior vice president for Turner Southern Europe & Africa and chief executive officer of Boing SpA.
“We are benefiting from high awareness and a great level of brand recognition with our brands in Africa. CNN International is widely known to be the most trusted source for news and information on the continent while our kids’ channels, Cartoon Network and Boomerang, have been leading and gaining market share within the pay TV kids industry for almost four years in a row,” added Ondarza.
Turner Africa launched the modern TNT Africa channel in September with a brand positioning of being the reference for ‘the best American blockbusters’ and in only one month, the channel has seen a 45% boost in ratings*.TNT has lined up blockbusters such as The Illusionist, Crank, Robin Hood, Gladiator, The Island, Jurassic Park and King Kong.
Turner has strengthened its footprint in Africa over the past few years, not only with the distribution of global content, but through meaningful and sustainable partnerships with local content creators, talent and distributors as part of its commitment to a localisation strategy based on the cultural differences of the African market.
These initiatives include CN Creative Lab, an African creative competition where the winner and runners up will be given the opportunity to get their project produced as a pilot with Cartoon Network Africa which will premiere in 2019; Pop Up Party season 2, where we see local kids expressing themselves through some incredible dance challenges; the launch of Mike and Rob, a series show-casing two witty microbes making jokes with local reference voiced by local comedian, Trevor Gumbi; and African magic will take center stage in Boomerang’s new exciting local production set to hit screens in 2019.
Local brand initiatives
Beyond searching for local talent and producing original African content, Turner has focused on tone of voice, and image, to resonate with its fans, increasing its local collaborations with artists and brand ambassadors such as Toya Delazy, Africa’s very own Powerpuff Girl, and Bafana Bafana’s midfielder, Reneilwe “Yeye” Letsholonyane, connecting Ben 10 fans to the FIFA World Cup. The campaigns engage with the realities of African children, while also contributing to a greater cause.
The PPG Awards, launched in August, celebrate and empower young girls in Africa, offering them a platform to showcase their super-powers. These girls are ordinary little girls, with superhero skills, who have great ideas to change their world.
The winners in the fields of technological innovation, social responsibility and bravery; and art and creativity will each receive $1 500 to help bring their award-winning entry to life with the help of a dedicated mentor.