iROKO Sets Up Distribution & Licensing Division

JOHANNESBURG: The African internet TV service iROKO has launched a global content distribution and licensing division, iROKO Global, at DISCOP Africa.

The new unit will be licensing iROKO’s library of Nollywood films and TV series across pay TV, internet TV, inflight and YouTube channels. The headquarters will be in London.

The iROKO Global team will be partnering with media outlets in key markets, notably the U.K., U.S. and France, to license Nollywood films and TV series and develop iROKO branded channels. Justine Powell, who was most recently the director of sales for Europe and Africa at Associated Press, is heading up the division as senior VP.

Powell said: “The gains Nollywood has made in the last five years has been staggering. Building on this momentum, and giving Nollywood the international platform it deserves, iROKO Global will be making the best content the industry has to offer available to its largest audience yet.

“African entertainment has, for too long, been undervalued. However, as audiences look for more diverse content, demand for the continent’s most popular form of entertainment has increased, and with this new distribution division, we are bringing the best of Nollywood to millions more fans around the world, across all platforms.”

Jason Njoku, iROKO’s founder and CEO, added: “Leading viewers to what they love is our ethos and what has underpinned this decision to move into content distribution. As the very nature of home entertainment and content consumption is changing, so must content distribution. Since 2011, we’ve connected with hundreds of thousands of Nollywood fans through our consumer platform, iROKOtv.com, but now is the time to extend our reach and showcase our content to millions more.

“Having forensically tracked the growth of interest in African content across the globe, we predict that iROKO Global will generate a strong revenue stream for us and will help cement our position as Africa’s leading entertainment brand.”