The collaboration is the first of its kind in South Africa and, according to the duo, is a natural evolution in delivering a multi-platform content strategy in a highly competitive and dynamic environment.

The partnership aims to bring together the powerful and popular mass mediums of television and radio — presenting attractive, integrated solutions for clients and partners.

The duo says that it further enables the ability to leverage a more engaging mix of advertising channels that reaches a broader audience base. All of which will be very valuable in unlocking greater commercial value for clients and partners, the duo adds.

"As an audience-led business, we look for compelling solutions that continually broaden our content reach while continuing to diversify our audience base. We appreciate that audiences are increasingly consuming content, utilising different platforms — from radio to tv to digital," says Lindile Xoko, chief revenue officer at Primedia Broadcasting.

"It is this understanding that continues to influence and catalyse our omnichannel strategies. This partnership will present solutions that are attractive to a diverse audience and simplifies access for brands," adds Xoko.

The growth of radio and the prevalence of television — and increasingly, streaming — amplifies the need to create audience-led solutions that offer a diverse channel solution where content is king, according to the partnership.

"We firmly believe that this joint television and radio media offering, which has been carefully co-designed, will pave the way for greater successes across the media trade," says Strini Naicker, vice president of commercial and content distribution for Paramount in Africa.

"This excites us about the benefits we will be able to realise for media agencies, clients and the broader media industry. What we are also optimistic about is how this collaboration will strengthen the position and competitiveness of the South African media industry. It's a great opportunity to further showcase the power and growth of African content across the markets," adds Naicker.

"Given the significant impact of multi-media proliferation, it is crucial that similar, targeted demographic media products (from different media platforms) come together. Based on this, fusing the offering across Primedia and Paramount allows us to optimise reach through pervasive, mass media platforms for new and existing audiences," Naicker says.

Xoko concludes, "We recognise how important it is for Primedia to broaden our content offering towards a more diverse and inclusive audience and we believe that this partnership allows us to accelerate the realisation of this priority."

For more information, visit www.primediabroadcasting.co.za. You can also follow the Primedia Group on Facebook or on Twitter.