Creating a new Channel for Africa

The Challenge - Media

Britains largest broadcaster realized that their brand was too Eurocentric for an African audience and knew that they had to repackage their programming in order to appeal to the African male market.

Our Approach

IGI facilitated a panel of heavy viewers and collaborated with them to understand their viewing habits, preference and needs in order to determine how and why men watch what they do. We also tested new programming and packaging to understand what the perfect channel would be .

The Result

The brand used the insights gained to launch 3 new channels customized to meet the needs of the African market.


Do Some Work

Start a project with us

Cape Town

Unit 301
The Foundry
74 Prestwich Street
Cape Town
South Africa
Tel: +27 21 425 7355


25 Owl Street
Cnr Owl and Stanley Avenue
Auckland Park
South Africa
Tel: +27 11 026 3801

Send us a message