Showmax’s Spectacular Relaunch: An Amalgamation of Ambition and Innovation

At two dazzling events which signalled the dawn of a new era for African streaming, Showmax unveiled its revamped platform in partnership with Comcast NBCUniversal and Sky. The events marked a celebration of innovation and ambition. Vanessa Obioha was among the journalists who gathered in South Africa and Nigeria to witness the dawn of this groundbreaking collaboration, as the streamer positions itself as the premier streaming service on the continent

In the past few months, the Showmax team has been fully engrossed in planning the relaunch of the streaming service, following a big deal with Comcast NBCUniversal and Sky. The landmark deal spurred a revamp of the platform, originally launched as a standalone entity in 2015. This overhaul not only encompassed an expansion of Showmax’s content repository with a slew of new international shows and original productions but also seamlessly integrated the Peacock platform, promising a seamless and enriched streaming experience for users.

For the Showmax team, the process of execution was not a walk in the park; it demanded full commitment from all quarters. From Nigeria to Kenya, and across South Africa in bustling cities like Johannesburg and Cape Town, the Showmax team, significantly bolstered since its integration back into the MultiChoice ecosystem, was in constant motion. Countless meetings were held, each meticulously planned to ensure a flawless event.

“The marketing and PR teams have been having it worse,” said Stacey Venter, Senior Manager, PR and Internal Communications, during a tour of the Showmax office, situated in one of the complexes of MultiChoice City in Randburg, South Africa. “They have been having countless meetings in the past two months,” she continued, pointing to a war room. The distinctive new logo, a stylised X, adorned various corners of the building, making its presence felt from the moment one stepped through the entrance. Even the tiled floors showcased the vibrant new avatars, creating a cohesive and visually striking atmosphere throughout the space.

Despite occupying its own office building, Venter urged us — select journalists from Nigeria and Kenya invited to experience the new Showmax — to perceive the brand as a startup. This wasn’t just because of the office space, but also due to the team’s size. She candidly admitted that at times, they required guidance, likening them to the MultiChoice Group’s baby. Yet, within the Showmax team, a palpable sense of camaraderie prevailed, transforming the workspace into a close-knit family environment. Whether it was sharing ideas during meetings or bonding over hangouts, the team’s dynamic was infectious. Dinners often felt like long-awaited reunions, particularly for team members meeting face-to-face for the first time. This camaraderie not only fueled their passion but also underlined their collective commitment to Showmax’s success.

Entering the streaming arena was a deliberate action of the MultiChoice Group, according to an insider. When Showmax debuted in 2015, the company’s goal wasn’t to challenge the established giants of subscription video-on-demand (SVOD); it simply aimed at establishing a presence in the market. However, over the years, this vision evolved, leading to a strategic shift with the relaunch. Now, the company is laser-focused on Africa, positioning itself as the foremost player on the continent. With aspirations to double its customer base and reach a staggering 50 million within five years, Showmax is setting ambitious targets. Despite already boasting a reported 40% market share of the continent as of November 2023, achieving this milestone is no small feat. Yet, as MultiChoice Group CEO Calvo Mawela emphasised, the company’s reputation for perseverance and determination ensures that these goals remain within reach.

“Innovation is ingrained in our DNA. From pioneering satellite TV in Africa to delivering content across multiple platforms. We’ve always been at the forefront of technological advancements.”

Moreso, Mawela highlighted the hard work involved in convincing a company like NBCUniversal to invest in Showmax.

“I think many don’t know how much it is for us to be able to get these partners. For us to be able to convince a company the size of Comcast, who have never been to Africa to come to Africa and their first investment was through a partnership with us, took a lot of convincing, a lot of hard work and a lot of thought behind what can we offer them going forward.”

Under the new partnership, NBCUniversal has a 30 per cent ownership stake in Showmax while MultiChoice has 70 per cent. Both companies already planned to invest $177 million in equity funding into Showmax, with $30 million reportedly rolled out from February 2, 2024. However, an additional funding of $127 million is expected during MultiChoice’s fiscal year, ending on March 31, 2024.

But much of Showmax’s strategy lies in its localised content as noted by its CEO Marc Jury during the relaunch event in South Africa. Giving his opening speech to a hall filled with talents and executives, Jury shared that “one of the key points of differentiation that Showmax has compared to a number of other streaming platforms in Africa, is our ability to localise and most importantly, not just like localised content, but localise on points of payments. Understanding the local market is really something that we have to set ourselves apart from.”

As part of its relaunch, the streaming service released 21 originals including Nigerian originals such as ‘Cheta’m’ and the documentary ‘Free Men.’ Showmax also takes great pride in the standalone Premier League plan which offers subscribers all 380 games of the tournament.

“At the heart of it, the new Showmax focuses on African content, showcasing diverse narratives and our rich cultural heritage,” said CEO of West Africa, MultiChoice, John Ugbe. “With exclusive African originals and collaborations with local talent, we aim to amplify African voices across Africa, ensuring that we nurture talent, promote diversity and drive industry innovation.”

Beyond offering Africans unparalleled entertainment, Showmax is giving creative talents a platform to shine. For instance, Martha Ehinome who plays Tumi in the popular Showmax original telenovela ‘Wura,’ revealed that the show has significantly elevated her acting career. Additionally, its localised franchises such as the ‘Real Housewives of Lagos’ have generated more interest in reality TV shows.

“What excites us most is how we at Showmax are able to live out our purpose as a brand, where we are making it effortless and affordable to connect you to the content that you love,” said General Manager, Showmax Nigeria, Opeoluwa Filani.

Renowned for its extravagant events, the MultiChoice Group pulled out all the stops for the Showmax relaunch, hosting lavish affairs in two different countries.

In South Africa, the red carpet was rolled out, welcoming top celebrities from Showmax’s lineup and esteemed guests to an unforgettable evening inside the MultiChoice Dome. The venue underwent a stunning transformation into a captivating showroom, showcasing some of the platform’s latest and greatest shows. Guests were treated to interactive experiences at various booths, including the Real Housewives booth where they could mingle with stars from the show, and the Red Ink pod where they could make a call from a cell and have their photos taken in different poses. The True Crimes booth offered unique mementoes, allowing guests to take mugshots with personalized placards or replicate poses from the murals. Guests also had fun playing with different mascots.

The atmosphere was further heightened by the musical performance of Congolese-born musician Tresor who gave an electrifying rendition of his song ‘Remedy’ as well as the pulsating beats of the DJ booth, while drinks and delectable finger foods flowed generously, ensuring an evening of premium entertainment and celebration.

In Nigeria, the Showmax relaunch event was hyped up by the exclusive screening of the romantic comedy ‘Dead Serious,’ and of course, the energy gad Dotun was on ground to take the party to the next level with his infectious energy and charisma.

As Showmax embarks on this new chapter, one thing remains clear: it is focusing on innovation and collaboration to redefine African streaming and capture the hearts of millions.