‘The Traitors’ Sells To Africa For First Time; MultiChoice Boss Makes “Global Moment” Prediction For Continent – MIP Africa Briefs

Max Goldbart and Jesse Whittock
·2 min read

‘The Traitors’ Sells To Africa For First Time

The Traitors will be uncloaking African viewers for the first time. All3Media International has struck its first deal in Africa with Primedia Studios to create a show for local audiences, coming with MIP Africa bringing the industry together in Cape Town this week. More incoming on presenter and casting. With another deal struck with Romania’s Pro TV, The Traitors is now in more than 25 territories and has had just one cancelation – in Australia. Other recent deals include for Prime Video Italy and Atresmedia TV in Spain. The show sees ‘faithfuls’ sniff out ‘traitors’ in one location via a series of games and showdowns. It originated in the Netherlands and has been hugely popular. Stephen Driscoll, EVP EMEA and Co-Productions at All3Media International, said: “I am thrilled to welcome a host of brilliant new partners in The Traitors family across EMEA. It’s incredibly exciting to have The Traitors traveling to a new continent with Primedia Studios in South Africa as well as welcoming such brilliant partners in Prime Video, Atresmedia TV and Pro TV, who have an impressive track record for delivering hit entertainment formats in their territories.”

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MultiChoice Predicts “Global Moment” For African Content

Nomsa Philiso, CEO of General Entertainment at South Africa’s MultiChoice Group, has predicted a “global moment” for African films and TV. “We’ve already seen that happen with Afrobeats, Amapiano and African music as a whole,” she said at MIP Africa. She pointed to a number of recent incidents as examples including Rise: The Siya Kolisi Story winning an Audience Award at Tribeca, sports doc Two Sides getting an Emmy nomination and factual drama Catch Me A Killer becoming the first South African series to be selected in Competition at Series Mania. “As it stands, as MultiChoice, we have over 84,000 hours of local content to showcase on the world stage,” said Philiso. “We’ve been buying content from all the global giants for decades, but increasingly these relationships are becoming reciprocal as demand for African content grows.”

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