Bloomberg Television is to launch a dedicated four-hour block of programming for Africa. It follows the signing of a multi-year rolling partnership agreement with Nigeria-based content provider, Optima Media Group.
“The agreement with Optima Media Group will dramatically accelerate Bloomberg Television’s presence and reach in Africa,” says Andy Lack, CEO Bloomberg Media Group. “It is the latest component of our wider strategy to partner with leading providers in markets that have a compelling economic growth story.
Bloomberg Television Africa follows Bloomberg’s recent regional policy of launching branded blocks with local partners. The financial news channel had previously withdrawn its separate language services in favour of a global approach.
Other ventures have been established in Turkey, India and the Middle East.
Optima Media Group will produce three to four hours of business programming per day that will be available to African viewers across the continent via Bloomberg’s English-language EMEA feed.
Localised and international Bloomberg Television content will be packaged and distributed via satellite delivery and Internet Protocol Television (IPTV) as well as traditional terrestrial formats. The partnership deal applies to all of Sub-Saharan Africa.
Content will be produced in Lagos, Johannesburg, London and Nairobi with dedicated presenters, reporters and producers based in each market.