The four BBC channels that are specifically packaged for African viewers of DStv are a year old. BBC Entertainment, BBC Knowledge, BBC Lifestyle and CBeebies grew out of BBC Prime and BBC Food and are the result of the BBC Worldwide’s significant investment in Africa.
The BBC schedule was designed to reflect the interests of the African audience and content spans a huge selection of quality, contemporary programming. Each channel focuses on a different target audience. Focusing on award-winning series, drama and comedy from the BBC and other UK production houses with shows like Strictly Come Dancing and The Weakest Link, BBC Entertainment attracts a broad adult target market.
Factual content for viewers of all scopes and interest can be found on BBC Knowledge, which is targeted at 16 to 49-year-old males in the medium-to-high-income and education bracket.
Designed to inspire viewers to reinvent themselves, their homes and their culinary skills, BBC Lifestyle is the channel that’s “alive with ideas”.
The non-commercial CBeebies is targeted at preschool children under six – a fun, nurturing, carefully created, educational channel.
Tracey Hawkridge-Visser, GM: Channel Sales, of Oracle Airtime Sales (OATS) comments: “The increased advertising support of these channels is a testament to the successful channel formats and the increased ratings year on year.”
