In a strategic move to expand consumer base and further entrench its foothold in the African market, iROKO Partners (http://www.irokopartners.com), Africa’s largest source of Nigerian entertainment with its platforms iROKOtv and iROKING, has announced a major strategic development with its entry into the South African DVD market and launch of 10,000 new Nigerian movie DVDs.
With this launch, ten of iROKOTv’s MOST POPULAR Nollywood films will now be available in the local shops in the country’s capital – Johannesburg.
Nigeria’s movie industry, colloquially known as ‘Nollywood’ is the second largest film industry in the world, producing around 2,000 movies a year. The launch announced on Monday 10th June represents the first foray for iROKOtv, ‘Africa’s Netflix’, into the sizeable South African DVD market and is responding to demand for even more Nollywood content in South Africa. It is also a brand new distribution channel for iROKOtv as historically the company’s content has only been available online.
According to Jason Njoku, founder and CEO OF iROKOtv, iROKOtv has revolutionised the video-on-demand (VOD) industry for African entertainment, bringing thousands of movies online to Nollywood lovers around the world. Noting also that within a short space of time, they have been able to connect with the online African community but, in reality, the majority of Nollywood fans are offline and watch Nollywood on DVDs.
Almost 50% of iROKOtv’s traffic comes from the UK and US, as Diasporan communities have access to cheap and reliable broadband; something that cannot be said for the vast majority of Africans on the continent. Nollywood is increasingly popular in South Africa but audiences struggle to access high quality, low-cost, legal content online, which makes the shift to DVD sales both exciting for iROKO as a new distribution channel and perfect for South African consumers.