MTN Group entered into a strategic partnership with Synamedia, a UK-based video software provider, to develop a new streaming platform tailored for mobile and fixed broadband subscribers across the continent.
Through the partnership, MTN aims to enhance digital content accessibility and cater to the evolving preferences of African audiences.
“We see a unique opportunity to transform video consumption in Africa with high-quality, accessible, and relevant content,” said Selorm Adadevoh, group chief commercial officer at MTN Group.
“This partnership enables us to leverage cutting-edge technology and deep customer insights to enhance entertainment experiences and drive digital inclusion.”
With the new streaming platform, MTN enters the streaming market in competition with streaming giants like Netflix, Showmax, Multichoice, and Prime Video.
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By leveraging Synamedia’s advanced cloud-based technologies, the service will deliver linear television and video-on-demand content.
It is designed to support various monetisation models, including subscriptions, ad-supported content, and free streaming channels with targeted advertising.
The streaming service will offer locally adapted content based on a curated content strategy.
Each market will benefit from content curated to reflect local cultures, languages, and viewing habits, ensuring that viewers across the continent resonate with its offerings.
“Thanks to MTN’s leadership and innovation, smartphone owners across Africa will be able to enjoy innovative linear TV and on-demand video,” Paul Segre, Synamedia, CEO, said.
“By taking advantage of the breadth of our integrated, cloud-based portfolio to quickly deploy new services at scale, MTN will be able to create a groundbreaking set of offerings for customers and viewers that will drive new revenues.”
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