Paramount Global Content Distribution closed a licensing deal with the South African network Multichoice to create a Paramount+ branded destination on the pan-African platform. The agreement is part of Paramount's strategy to expand the Paramount+ brand in more ways around the world, including making it available as a direct-to-consumer streaming service through bundled partnerships in key markets as well as through branded destinations in local markets through licensing deals. Branded areas are currently available via Cosmote in Greece, Streamz in Belgium, Blast TV in the Philippines, and JioCinema in India.
The branded destination offers African audiences direct access to new and returning television series as well as feature films and marks the debut of the Paramount+ brand in pan-Africa. Multichoice viewers will have access to content from CBS, Paramount+ Originals, Showtime, and Paramount Pictures, and they will find a great variety of films and TV series.
Lisa Kramer, President of international Content Licensing at Paramount Global Content Distribution, provided details about the strategic agreement: “The expansion of our long-standing relationship with Multichoice from a traditional licensing deal to a fully dedicated, Paramount+ branded destination on the platform is a testament to the tremendous effort of Paramount Global to continue to build the offering from multiple content pillars. Consumers in the growing African market already equate Paramount with quality entertainment, and we’re thrilled to now offer them a devoted space in which they can both access their favorite programming and discover new hit titles," explained.
Nomsa Philiso, CEO General Entertainment, MultiChoice South Africa. showed enthusiasm about the new deal: "Multichoice is excited to expand our partnership with Paramount Global to bring the Paramount+ brand to African audiences through our platform. This agreement reflects our commitment to providing our viewers with world-class entertainment options and expands our offering with iconic content. We are proud to offer African viewers direct access to a dedicated space where they can enjoy their favorite programming and discover new hit titles, further enriching their entertainment experience," noted.