Africa buys up British TV programmes
Sub-Saharan Africa has been revealed as one of the fastest growing buyers of UK-produced TV programmes in the past year, new research from Pact, in conjunction with BBC Worldwide and ITV Studios Global Entertainment, reveals.
The UK Television Exports Survey 2014/15 (full PDF version below) showed that exports to South Africa and the rest of sub-Saharan Africa grew by over a third (35%) in the past year. In particular, sales of TV programmes grew by 21% from £8.4million to £10.2million.
Sub-Saharan Africa has seen a large number of new cabsat channels in the past few years and is also undergoing an upgrade to its electricity grid, as well as rolling out DTT. These might all be contributing factors to the increase in sales. Africa was also highlighted by Pact in June 2014 as an integral part of its ABACUS strategy, which is to double TV exports to certain territories by 2020.*
Mexico saw the largest increase in sales year-on-year with a 46% increase, and Brazil also saw a 30% increase, but for both countries the value of sales was much smaller.
In contrast, sales to Russia decreased by 49%, perhaps owing to recent sanctions on advertising on cabsat channels.
Overall, the estimated total revenue from the international sales of UK TV programmes and associated activities in 2014/15 was £1,207m, a 0.6% decrease on the previous year.
Dawn McCarthy-Simpson, Director of International at Pact, said: “Africa has been a key focus for Pact in the past year and it’s good to see that UK producers are taking advantage of the improved infrastructure across the continent.
“The world still loves UK TV programmes but it remains a competitive market. Emerging countries and digital rights could be key to future growth.”
Digital Rights increase
With digital services such as Amazon and Netflix growing in popularity, digital rights sales also increased by 47%. The research found that Amazon and Netflix comprise a quarter (24%) of the digital market and many respondents to the survey believed that digital platforms would be an area of growth in the next few years.
Drama drives success
Drama was a key driver of British export success, with respondents reporting that this genre, although relatively small in size, sold to the greatest number of territories.
Shows that have sold to over 150 territories include the BBC’s Doctor Who, ITV Studios Global Entertainment’s Mr Selfridge, All3Media’s Midsomer Murders and Hat Trick Productions’ Episodes.
USA and North America
As in previous years, the USA remained the UK’s largest export market despite sales dropping 5% to £407m. North America represented 39% of total export revenue in 2014/15 and is the strongest export market for co-productions, the production of new commissions, sales of digital rights, DVDs and licensing.
Paul Dempsey, President, Global Markets, BBC Worldwide, said, “Even in a tough global market, the distinctiveness, range and quality of our programming is finding audiences across new territories and platforms who appreciate the unique appeal of British content.”
Maria Kyriacou, MD of ITV Studios Global Entertainment and ROW, said: “British content enjoys a deserved international reputation for quality and the global demand for it continues to grow. This MIPCOM we’re launching a broad array of new UK content, from epic dramas Beowulf: Return to the Shieldlands, Jekyll and Hyde and Jericho to formats Love Island and Pick Me, and we look forward to a great deal of interest from the new and emerging territories and platforms that Pact have cited in their research, together with the more established players.”
Download the UK Television Exports Survey 2014/15
Find out about opportunities in the African TV market
Grants are currently available for UK companies to attend DISCOP Africa (4th November - 6th November 2015, Johannesburg, South Africa), an event which brings together independent producers, regional and global distributors, broadcasters, pay-tv, mobile operators and alternative distribution platforms, driving the growth of Africa’s multiscreen and televised entertainment industry.
Find out more and apply here.