Since its rebranding as the “American blockbuster channel”, TCM – Powered by Movies (TCM) has been offering audiences in Africa up-to-date qualitative American blockbusters that trigger viewers’ emotions. The unique positioning, highlighting TCM’s heightened response to the needs of African audiences, has worked wonders for the channel across the African continent.
The nod of approval to the new line-up of Hollywood blockbusters like Rush Hour 3, Underworld, I Am Legend, Blood Diamond, Mad Max and 300 is evidenced by TCM’s meteoric rise of its viewership by more than 300%ⁱ since 2015.
Solidifying its place in the market, TCM also put its full backing behind a stronger local brand strategy that has seen more use of African talent for channel promos and continuity elements, effectively positioning TCM amongst the top 5 go-to movie channels in South Africa, according to AG Nielsen South Africa TAMsⁱⁱ.
Through its re-positioning in 2015, TCM has seen a growing number of young viewers, particularly black Africans, with a balanced gender representation. With its main audience ranging between the ages 15 – 49 years (which accounts for 56% of the total audience), TCM’s content also has a general appeal to a mass, mainstream audience that is blockbuster friendly. Carefully curated programming, offering the best of action, thrillers, drama, sci-fi, romance, comedy, and new this year, documentaries offering an incisive window into the lives and worlds of others, proves that quality entertainment is foremost.
Not only did TCM expand its distribution in 2016 when it became available on all DStv packages; but in 2017 it also secured a spot on Black – the new media and video on-demand streaming platform recently launched by mobile operator Cell C.
This year promises to pack a mean punch as TCM presents its 2018 line-up. Viewers will be spoilt for choice with carefully curated programming as titles such as Abraham Lincoln: Vampire Hunter, Blade Runner, I Am Legend, Life of PI, Million Dollar Baby, Rush Hour, V for Vendetta, Spawn & many more hit the screen.
To accompany its ratings success, TCM’s parent company, Turner International, recently appointed Mediamark as sales representative for its key TV channels in South Africa. This partnership will offer Mediamark clients access to advertising solutions on the high-quality blockbuster movie channel, TCM – Powered by Movies, and also to Turner’s iconic kids’ channels, Cartoon Network and Boomerang, reaching a mass-market audience of nearly 6 million South Africans every month.
