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Turner Africa’s reach and ratings are stronger than ever

Turner Africa had a successful end to 2018, with the combined kids multiplex and general entertainment channel, TNT, achieving greater reach and rating results than ever before.

Turner Kids Multiplex

In November, Turner Kids celebrated 51 consecutive months in the #1 spot among pay-TV multiplexes in South Africa[1]. Alongside this, Cartoon Network celebrated its highest-ever monthly share, and remained the #1 pay-TV Kids channel among kids aged four to 14-years-old[2].

Cartoon Network remains the favourite kids’ TV channel in South Africa, dominating the entire top 15 chart of best performing shows. The most popular shows vary between familiar faces such as Ben 10, alongside new Cartoon Network original hits like Apple and Onion and Craig of the Creek. Original Cartoon Network productions and Warner Bros. content totaled 77% of the most viewed content on the channel[3].

Cartoon Network continued with its high performance success in December, with the Power Rangers: Clash of the Red Rangers movie viewed by an impressive 239 000 kids aged four to 14-years-old, and the sneak peak of the new Cartoon Network Original Summer Camp Island claiming the second spot[4].

Boomerang is closing in on Cartoon Network’s ratings, after moving up to rank #2 amongst the pay-TV Kids channels for kids aged four to 14-years-old[5].

TNT

After benefiting from a fresh rebranding in September 2018, TNT Africa had an excellent month in October, with the highest performance ever in ratings (an average of 36 000 viewers)[6]. In November, TNT Africa broke a new record with 40 700 viewers tuning in (+13% month on month) and achieved its second highest performance in share (1.14%) since December 2016[7]. TNT ranked #5, ahead of Studio Universal, for a second month in a row[8].

For the first time ever, not only did TNT dominate the Top 50 competitive movies in November, with seven movies on the Top 10 list, but the channel also secured the top three spots[9] for the month.

For prime-time tune-ins, TNT remained on top of the podium. TNT’s great performance was driven by viewers tuning in on weekday afternoons (averaging 83 000 viewers between 3pm and 6pm) and Saturday evenings during prime time (in November driven by the The Schwarzenegger Fan Month stunt). The stunt was a huge success, with the four Schwarzenegger movies, aired at 8pm, gathering an average of 202 000 viewers, resulting in a fantastic 3.8% in share! [10]

[1] Source: DSTV Measurement, Kids 4-14, November 2018, 0600-2059

[2] Source: DSTV Measurement, Kids 4-14, November 2018, 0600-2059

[3] Source: DSTV Measurement, Kids 4-14, Oct-Nov 2018, ranking based on AMR (000)

[4] Source: DSTV Measurement, Kids 4-14, Dec 10th – Dec 16th, 0600-2059

[5] Source: DSTV Measurement, Kids 4-14, November 2018, 0600-2059

[6] Source: AGB Nielsen, South Africa TAMs Data, Adults15+ in DSTV HHs, October 2018, All day

[7] Source: AGB Nielsen, South Africa TAMs Data, Adults15+ in DSTV HHs, November 2018, All day

[8] Source: AGB Nielsen, South Africa TAMs Data, Adults15+ in DSTV HHs, November 2018, All day

[9] Source: AGB Nielsen, South Africa TAMs Data, Adults15+ in DSTV HHs, November 2018, All day, ranking based on AMR (000)

[10] Source: AGB Nielsen, South Africa TAMs Data, Adults15+ in DSTV HHs, November 2018

Turner’s Upfront reveals new look, slate, and local partnerships

Turner, the consumer-centric global media company has revealed an exciting new line-up of programming, content and partnerships for its African markets.

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 is trailblazing with the creation of relevant and authentic local content in Africa to expand its footprint, while resonating even further with its local audience.

With the recent launch of 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 and sponsorship business growth, exciting times lie ahead.

“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,” says 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,” adds Ondarza.

New General Entertainment Destination: TNT

As part of its ongoing commitment to its fans, 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 an exciting line-up with great blockbusters such as The Illusionist, Crank, Robin Hood, Gladiator, The Island, Jurassic Park and King Kong.

Local Initiatives & Partnerships

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. For example, 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.

Forging Connections with Our Audiences

Turner has invested heavily in qualitative market surveys and research to better understand its audiences and provide actionable insights to ensure its brands deliver locally relevant content, as well as packaged tailored experiences. “Plans are underway to produce original digital productions to further localise our online platforms and engage with our fan base. We are currently in discussion to produce an exclusive local version of our YouTuber, Toony, for our African digital platforms. We are also increasingly strengthening our presence on the ground. For the upcoming season we will be activating the Johannesburg Zoo on the 8th and 9th of December and will tour the KwaZulu-Natal coast for ten days with Cartoon Network and Boomerang’s Beach Tour,” says Julien Borde, Head of Channels for Africa.

Content Partnerships & Distribution

Turner has distribution agreements with main African TV platforms in all key regions including pan-African players such as MultiChoice, StarTimes, Orange, SFR/Altice and Canal Overseas, as well as region specific distribution players including mobile streaming services such Black-Cell C and Maroc Telecom. With some entertainment and news channels already available on Cell-C’s OTT service Black, and DStv Catch Up/DStv Now services, digital roll out continues to be a major priority for Turner.  Its new distribution deal with African OTT Subscription Video on Demand platform, Showmax, owned by the MultiChoice group, makes Adult Swim accessible to its millennial audience from mid-November. Rated the #1 cable network in the US for almost a decade, Adult Swim offers an epic mix of animation, stop motion and live action comedy. The service will also have a dedicated kids’ corner with Cartoon Network and Boomerang content.

Furthermore, Turner and the South African Broadcasting  Corporation (SABC) struck a deal to broadcast Ben 10 in South Africa, enabling Turner to bring one of its most beloved series to a wider audience across South Africa by tapping into the extensive reach of the public broadcaster.  Following the first season premiere in July, Turner is excited to engage new fans by re-airing the first season on SABC2 in Afrikaans and SABC 1 in SiSwati later in 2018.

Commenting on this, Guillaume Coffin, VP Head of Commercial and Business Development says, “Partnering with the SABC reflects our strategy to expand our brands’ presence in South Africa. We are thrilled to bring Ben 10 to new fans and audiences across more screens and in new languages. Turner is dedicated to a localisation strategy that adapts to the cultural differences of its African markets. Implemented in recent years, this effort has helped Turner address the gap in locally-relevant content, drive programming that resonates with African audiences, and boost brand value across the continent. This collaboration allows new local audiences to engage in the Cartoon Network brand.”

To further diversify its revenue stream and business offering, Turner has expanded its advertising business in key African markets through the appointment of advertising representatives, Mediamark, in South Africa beginning of 2018, and Greenworld Communications in Nigeria last September.  These two partnerships are a strategic move for Turner which will bring its channels’ value to advertisers in Africa. “Our wide portfolio allows us to target a large array of segments from families, to kids, through to young adults; we can offer our client fully integrated advertising offerings from non-linear to linear and on-the ground events. We are aware that clients are looking for fully integrated advertising package which Turner Africa is able to now do in South Africa and Nigeria,” says Coffin.

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