French production and distribution giant Mediawan has taken a major step into the African media market by acquiring a majority stake in Côte Ouest, the Ivory Coast-based producer and distributor. Though the purchase price remains undisclosed, the move signals Mediawan’s commitment to becoming a key player in African content production, adaptation, and distribution.
Côte Ouest: Africa’s Leading Distributor
Côte Ouest is widely regarded as one of Africa’s top content distributors, offering more than 20,000 hours of programming to over 150 clients in nearly 70 territories. Its library covers a mix of African productions, international dramas, and exclusive access to Brazilian telenovelas through a partnership with Grupo Globo. This diverse catalogue makes Côte Ouest a central hub for broadcasters across French- and English-speaking Africa.
Strategic Importance of the Acquisition
For Mediawan, this acquisition is a strategic move that extends its footprint in Africa beyond its existing investment in Keewu Production in Senegal. Keewu has co-produced popular series such as Sakho & Mangane and Terranga with Canal+ International, proving the demand for premium African storytelling. By bringing Côte Ouest into its portfolio, Mediawan gains a direct distribution network and access to a wider audience base.
Canal+ International’s Role
The deal has been supported by Canal+ International, which will retain a minority stake in Côte Ouest and contribute its own content. This partnership ensures that the combined catalogue remains competitive and attractive for local broadcasters, streaming services, and advertisers.
| Stakeholder | Role in the Deal |
| Mediawan | Majority owner, strategy and investment driver |
| Côte Ouest | Distributor with 20,000+ hours of content |
| Canal+ International | Minority partner, content contributor |
Access to US and Brazilian Content
One of Côte Ouest’s unique strengths is its ability to adapt and distribute major US studio content for African audiences. The company is also the go-to partner for Brazilian telenovelas in Africa, a genre with a long history of popularity on the continent. By leveraging these assets, Mediawan can deliver diverse, high-quality programming while increasing opportunities for local adaptation.
Expansion into Network Broadcasting
Through Côte Ouest subsidiaries like Nina Novelas TV, Mediawan is stepping directly into the African network broadcasting business. This vertical integration allows the group to control the value chain from production to distribution, potentially improving profitability and programming consistency.
Leadership Perspectives
François Thiellet, president of Mediawan Africa, emphasised that the acquisition is part of a broader strategy to recruit talent, produce original African works, and promote them both locally and globally. He noted that Mediawan aims to use this partnership to accelerate its strategy of showcasing African stories to international audiences.
Côte Ouest’s Legacy and Future
Bernard Azria, founder and CEO of Côte Ouest, expressed pride in building the company over more than 25 years into one of Africa’s leading distributors. He described Mediawan as the ideal partner to secure the company’s future growth, citing the French group’s independence, professionalism, and network of global connections.
Opportunities for Local Producers
The Mediawan–Côte Ouest deal opens new doors for African producers looking to scale their work. With Mediawan’s investment, there is likely to be increased demand for locally developed series, documentaries, and telenovelas. This presents a chance for independent studios to pitch projects with stronger financing and distribution potential.
Emerging producers can benefit by aligning their stories with genres that have strong cross-regional appeal — crime dramas, family sagas, and cultural documentaries remain high on the list for African broadcasters. By collaborating with Côte Ouest, they gain access to script development resources, professional training, and co-production opportunities.
Boosting Africa’s Creative Economy
This acquisition is expected to generate ripple effects across the creative economy. As distribution networks expand, more jobs will be created in production, post-production, marketing, and broadcasting. Local talent — from screenwriters to cinematographers — will have greater access to international-quality projects, improving skill levels and raising industry standards.
Strengthening Africa’s Global Media Position
The deal also helps African content reach global audiences. Mediawan’s international connections can facilitate distribution beyond the continent, helping African series find slots on European and American streaming platforms. This exposure not only increases revenue streams but also reshapes global perceptions of Africa’s creative output.
Synergies Between Mediawan and Côte Ouest
The collaboration will likely lead to shared infrastructure, joint content pipelines, and improved access to advertising partners. With Canal+ International involved, the partnership has the resources to fund high-budget productions, experiment with new formats, and introduce innovative monetization models such as AVOD (ad-supported video on demand) platforms.
Future Outlook for African Broadcasting
Industry experts predict that the African television market will continue to grow rapidly over the next decade, driven by digital migration and rising internet penetration. Mediawan’s acquisition positions it as a central player in this expansion, with the potential to shape programming trends and influence viewer preferences across the continent.
Call to Action for Regional Studios
Regional producers and broadcasters should act now to take advantage of this momentum. Recommended steps include:
- Building partnerships with Côte Ouest to secure distribution
- Developing scripts that appeal to both African and international audiences
- Leveraging funding initiatives offered by Mediawan and Canal+
- Exploring digital-first formats that complement traditional broadcasting