BBC Studios (BBCS) has announced plans to create a separate BBC Lifestyle commercial channel that will be broadcast across Sub-Saharan Africa, in countries including Nigeria, Ghana, Uganda, Tanzania, Kenya and Ethiopia.
From September 1, advertisers in those countries will be able to reach modern female audiences through the channel feed, which is available across sub-Saharan Africa on MultiChoice’s pay TV service for DStv Premium, DStv Compact Plus and DStv Compact subscribers.
Sales for the BBC Lifestyle feed will be managed by MultiChoice’s DStv media sales arm on behalf of BBCS and advertisers targeting South African and SADC audiences will be able to reach those upmarket audiences on the current BBC Lifestyle feed.
“This will enable advertisers to target client needs through a combination of traditional advertising spots and tailored creative solutions,” said BBCS in a statement.
Cookery, entertainment series and aspirational design shows on BBC Lifestyle will include Come Dine With Me South Africa, Dinner Dates, Bake Off: The Professionals and the newly commissioned First Dates South Africa, which are watched by Kenyan and Nigerian audiences.
Sarah-Jane Harling, advertising account director for Africa at BBCS, said: “This is a significant step to offer brands the opportunity to align with BBC Lifestyle’s premium global and local content and extensive reach across Sub-Saharan Africa.
“With its unique mix of entertaining programming, the channel now offers dedicated ad breaks for South Africa and Africa, and remains a very attractive environment for advertisers operating on the continent.
“It enables BBC Lifestyle to assist brands wanting to specifically reach aspirational households in South Africa as well as consumers in Sub-Saharan Africa separately.”