You will be redirected back to your article in seconds

Turner Shows off Kiddie Network Boing Africa at Discop

With the Cartoon Network and Boomerang broadcasting in 49 countries across Africa — and consistently ranking at the top for kids’ demographics — Turner is leading the pack for children’s programming on the continent.

This week the company arrived at Discop with Boing Africa, its new kids’ network, which after debuting on pay-TV platforms in South Africa, Nigeria, and the Seychelles, is now available for all pay-TV operators across the continent, in English and French.

The move is an important step toward making “great content available to any operator, and more specifically to any viewer on the continent,” said Pierre Branco, VP and general manager for France, Portugal and Africa, who also announced the launch of Hoolee, the continent’s first pop-up kids’ channel, which will arrive on MultiChoice’s DStv on Dec. 1.

Reaching 11 million viewers every month, Turner has been rated the No. 1 kids’ multiplex in South Africa, solidifying its position with some of the most recognizable cartoon brands.

“People know them,” Branco said. “Some [people] have been growing up with them when they were kids, and now they’re young parents, and they see them again and they can share them with their kids.”

With more than half the population of Africa under the age of 18, kids networks are in a unique position to capture large segments of the population and build brand recognition from an early age.

Perhaps more importantly, they’re able to break across linguistic, geographic and cultural barriers in a way that many entertainment brands can’t.

“Cartoons travel,” said Jaime Ondarza, Turner senior VP and general manager for Southern Europe and Africa. “We can have a great brand proposition in South Africa and have the same position in Nigeria, and it works really well.”

While content travels, though, merchandising — the backbone of kids brands in much of the world — “is still to be developed in Africa in the same way that it is in other markets,” Branco said. “The toys that you have in other places might not be affordable here for a family.”

But audience research in Africa has uncovered other promising — and perhaps more surprising — trends for toons.

According to Turner, roughly 45% of its African audience for the Cartoon Network and Boomerang is over the age of 14.

And while family-viewing in America has declined with the increase in electronic devices in the home — leading to a more fragmented TV-watching experience — Branco noted that it’s still common to find African families gathered around the tube at night.

“We’re happy to see that families are still watching the kids channels together,” he says. “It’s probably a good sign. They remain young.”

More TV

  • Zach Woods

    'Silicon Valley' Star Zach Woods Joins HBO Comedy Pilot 'Avenue 5'

    Zach Woods is staying in the HBO fold. The actor, who currently stars in the HBO comedy series “Silicon Valley,” has been cast in the comedy pilot “Avenue 5” currently in the works at the premium cabler. The project is described as a comedy set in the future, mostly in space. Woods will play Matt [...]

  • Jussie SmollettFox Upfront Presentation, Arrivals, New

    Jussie Smollett Named a Suspect by Chicago Police for Filing False Report

    Chicago police have named “Empire” actor Jussie Smollett as a suspect in a criminal investigation, three weeks after he reported he was the victim of a hate crime. Detectives are presenting evidence to a grand jury, which is expected to determine whether to indict Smollett on a charge of filing a false police report. “Jussie [...]

  • Dua Lipa, Calvin Harris, the 1975

    Dua Lipa, Calvin Harris, the 1975 Win Big at Brit Awards

    Dua Lipa, Calvin Harris and the 1975 were big winners at Wednesday night’s Brit Awards, taking home the Best British Single (for Harris and Lipa’s “One Kiss”), Album of the Year (for The 1975’s “Brief Inquiry Into Online Relationships”) as well as Best British Group (the 1975). While the show, livestreamed from London’s O2 Arena, [...]

  • SAG-AFTRA, Ad Industry Launching Contract Negotiations

    SAG-AFTRA, Ad Industry Quietly Launch Contract Negotiations

    SAG-AFTRA and the advertising industry are quietly launching commercial contract talks on Wednesday, six weeks before the current master contract expires on March 31. Both sides have declined to comment on the talks, which will take place in New York City, and have already agreed to a news blackout until there’s a deal in place. [...]

  • Oscar OScars Placeholder

    ABC Will Test New Commercial Format During Oscars

    Lady Gaga and Viggo Mortensen aren’t the only entities set to take a star turn during ABC’s coming broadcast of the Oscars. Marriott International will get its own commercial break during ABC’s telecast this Sunday evening. Viewers will see a 30-second promo for the hotel operator and then a 60 second ad for its new [...]

  • Ariana Grande Surprises Boy Band on

    Ariana Grande Surprises Filipino Boy Band on 'Corden'

    The Filipino boy band TNT Boys gained an extra member Tuesday night when pop-star Ariana Grande made a surprise appearance during the group’s performance on “The Late Late Show With James Corden.” After winning Filipino competition show “Your Face Sounds Familiar Kids,” band members Keifer Sanchez, Mackie Empuerto, and Francis Concepcion have continued to solidify [...]

  • Tucker Carlson

    Tucker Carlson Calls Historian 'Tiny Brain,' 'Moron' in Expletive-Laden Leaked Video

    Historian Rutger Bregman has released cellphone footage of an unaired interview he did with Fox News host Tucker Carlson and an email that he received from Carlson afterward that called him “an a–hole.” Bregman, an author of several books on history, economics, and philosophy, claimed Carlson invited him on his show “Tucker Carlson Tonight” to [...]

More From Our Brands

Access exclusive content