Mipcom: Cisneros Media Inks African Distribution Pact with Telefe

by Anna Marie de la Fuente VARIETY / / In The News

Cisneros Media Distribution (CMD) has agreed to rep Argentina’s Telefe in Africa, per a new pact inked at Mipcom.

The Miami-based global distributor has selected some notable titles from Telefe’s catalogue to showcase at Mipcom, including “We are Family” [Somos Familia (183×60’)], “Love Road” [Camino al Amor (120×60’)], and “Legacy of Passion” [Herencia de Amor (131×60’)], among others.

CMD has been among the pioneers in the distribution of Latin American television content in Africa, one of the last frontiers for the ubiquitous Latin American telenovela. Last spring CMD co-launched Romanza+Africa, a 24-hour telenovela channel, in Kenya following launches in smaller territories.

The joint venture was first unveiled at Mip TV 2014 with partners TV Azteca of Mexico and digital content distrib Africa XP.

Kenya represents Romanza+Africa’s largest market where it reaches an estimated 4.5 million Kenyan TV households on digital network Bamba TV.

Brazil’s Globo, Colombia’s Caracol and RCN, and Mexico’s Televisa have also seen their telenovelas picking up steam in the region.

“We believe the collective advantages of presenting this remarkable catalogue with the classical telenovela approach of Cisneros Media Distribution’s storytelling campaign and the distinctive edginess of Telefe’s trademark productions, which complement each other, become a strong proposition for our mutual clientele in Africa,” said Marcello Coltro, EVP, Content Distribution of Cisneros Media.

“This kind of alliance will strengthen Telefe´s presence in the region since our content, recognized for their high quality, have great potential in this territory known for its consumption of our most representative genre, the telenovela,” said Daniel Otaola, Head of Content Distribution for Telefe.

Demand for content has grown exponentially in Africa as a result of the migration to digital TV, and the subsequent burgeoning of African broadcasters on satellite, and more recently over IPTV. The continent’s broadband infrastructure has rapidly expanded in recent years. Africa now has over 500 broadcasters in 54 countries.