IrokoTV launches distribution arm

Nigeria-based VoD service IrokoTV has launched a content distribution and licensing division to sell from its library of Nollywood films and TV series.

Justine Powell

Iroko Global will be based in London, where a sales team will target pay TV, VoD and inflight entertainment services primarily in the UK, US and France.

It will also work to launch Iroko-branded channels on these services, as well as YouTube channels.

Justine Powell, who recently joined the company from her role as director of sales for Europe & Africa at Associated Press, will lead the division as senior VP, Iroko Global.

“African entertainment has, for too long, been undervalued. However, as audiences look for more diverse content, demand for the continent’s most popular form of entertainment has increased,” said Powell.

The company claimed that the new venture is “already generating seven-figure revenues” following deals with partners such as British Airways, The Africa Channel and international telco Lebara, which operates its own multi-ethnic content service.

The arrival of the distribution arm comes after the company branched out into broadcasting with the launch of two linear TV channels on African pay TV platform StarTimes earlier this year.