eMedia announced a strategic partnership for content licensing between the broadcast broadcaster E-tv and the American streaming giant Netflix.
Details of the Collaboration
According to the company's statement, this collaboration will make selected original productions from E-tv available to Netflix viewers across Africa, thereby expanding the reach of local storytelling beyond linear television. The launch of the partnership is marked by E-tv's new daily drama, The Four of Us. An episode of this drama will appear on Netflix within 24 hours of its premiere on E-tv.
New Content and Schedule
The series will occupy the main evening slot on weekdays at 8:00 PM, which was previously held by the long-running soap opera Scandal!, which aired for 23 years. This project is Tshedza Pictures' first work for E-tv. Under the agreement with Netflix, new episodes of the series will be available on the Netflix platform across the African continent the day after airing at 9:00 AM.
Shift in the African Media Landscape
In eMedia's view, this partnership reflects a broader trend in how content moves across Africa. Broadcast and global streaming are increasingly complementing each other rather than competing. eMedia emphasized that a free-to-air broadcaster is capable of leading the creation of new distribution models that extend the life and commercial value of local content without jeopardizing its core audience.
Strategic Goals of the Partners
eMedia noted that the agreement aligns with Netflix's goal of strengthening ties with established African broadcasters while simultaneously fostering a sustainable flow of locally produced content with international appeal. Marlon Davis, eMedia's Content Director, stated that this is an important milestone for eMedia in developing its content strategy, allowing content to reach viewers regardless of where they prefer to watch. The collaboration with Netflix allows content to be promoted further while maintaining strong local entertainment for the free-to-air audience.
Vision for Future Content
Ben Amadasun, Netflix Vice President for Middle East and Africa Content, stated that this licensing agreement opens a new chapter in Netflix's commitment to presenting the best South African narratives to its audience. He added that, marking 10 years in Mzansi, the company believes that the creative ambitions of E-tv and Netflix's passion for African stories can usher in a new era for South African content that will resonate across the continent and for many generations to come.


