VIU Looking To Become The Third Broadcaster To Rival With eExtra's Kuiertyd

VIU is an Asian based streaming service that is formed as part of a joint venture with PCCW Media Limited and French broadcaster Canal+. Residing in more than 20 countries, VIU is estimated to have reached over 60 million users as the streamer plans to build up on its content slate.

Canal+ which serves as partner is currently in pursuit of Showmax's parent company MultiChoice after garnering stakes is now sitting at 45%. The plan should this acquisition succeed is to create an African powerhouse that can take on giants like Disney and Netflix. 

Another plan on the cards would be introducing international content in local languages particularly Afrikaans. eMedia Investments has been doing this since 2018 and had since then become popular within South Africa literally doubling the viewership of SABC 2's 7de Laan.

KykNET became eMedia Investments' first competitor in such pursuit as this offering was rolled out through KykNET&Kie. Both of which are owned by MultiChoice, with Canal+ looking to acquire this could lead to additional programming as the channel had simplified this offering in May.

Although Showmax had already been producing Afrikaans content for their audiences none of which rival with shows like Doodsondes or Sommerdahl Moorde. But rather the niche part of Kuiertyd with only a variant of these viewers with Bôll And Ôll and Ja, Daddy Kan Lekker Eet.

It will be interesting to see how these shows will do in terms of distribution cause with Canal+ owning KykNET they could use it promote these endeavors. Another scenario would be shopping these series to other broadcasters like the SABC since they are technically insolvent. 

The public broadcaster has been looking at cost cutting measures aside from possibly selling SABC 3 another was reducing budget costs for shows like Muvhango. VIU has been the official distributor to some of their shows like Uzalo and Skeem Saam.

Press statement about the inclusion of dubbed programming 

The demand for foreign content is so great that part of Viu’s strategy for the next year is to dub more and more of these titles into South African languages to make them more accessible.

While K-dramas are geared more towards English speakers, Turkish content is more aligned with Afrikaans audiences. Kelly said part of the growth in demand for Turkish content is due to the gap left by long-running Afrikaans shows like 7de Laan reaching end of life.

For Viu, the dubbing of content in Afrikaans gives the company an opportunity to use internationally sourced content to contribute to the local economy by employing local vocal talent. “The Turks are doing well in TV production, particularly in the long-running dramas. We work with some of the best dubbing providers in the country and we want to make sure we don’t do our audience a disservice in that,” said Kelly.

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