iROKO Partners has announced its launch into the South African DVD market by making more than 10,000 Nigerian new movie DVDs available in the market
iROKO's iROKOtv and iROKING platforms form Africa’s largest online source of Nigerian entertainment. The company's latest move represents its first foray into the DVD rental market.
Genevieve Dumourne, head of iROKO South Africa, remarked, "The South African market entry is evidence of iROKO diversifying its offering and broadening its reach across the continent. When we launched www.iROKOtv.com 18 months ago, we gave Nollywood a home online, providing the content loved by so many with a well-deserved beautiful platform."
The Nigeria’s movie industry, which is colloquially known as 'Nollywood', produces close to 2,000 movies a year. According to iROKO, Nollywood has grown in popularity in South Africa in recent years, despite the difficulty audiences have experienced in accessing high-quality, low-cost, legal content online.
Jason Njoku, founder and CEO of iROKO Partners, said, "The majority of Nollywood fans are offline and watch Nollywood on DVDs.
"Access is the immediate challenge for video-on-demand (VOD) companies here. Until Africa comes online, DVDs will continue to be the primary platform to consume content, which is why iROKOtv has now entered the DVD market," he added.
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