At a pivotal event held at its Sandton headquarters last week, Primedia welcomed key clients, agencies and industry leaders to reveal the next steps in its journey towards becoming a media tech company.
Marking a significant evolution in content, technology, and live experiences, Kelvin Storie, co-CEO of Primedia Broadcasting announced that Primedia+ will soon be available on Connected TV, bringing South Africa’s premier audio brands directly into the living rooms of millions via smart TVs and addressable devices. This development builds on the momentum from August 2026, when Primedia+ launched on Apple CarPlay and Android Auto, embedding a seamless audio experience into the daily journeys of South Africans and the diaspora.
This unveiling showcased how Primedia is shaping the media landscape by harnessing a fully integrated commercial ecosystem where Events, Connected TV, and compelling content converges to create high impact, culturally resonant brand partnerships across every platform and audience touchpoint underpinned by its evolving tech stack.
An integrated media ecosystem in motion
Primedia Amplified combines expertise in sponsorship, content integration, experiential marketing, media sales, commercial strategy and digital technology into one collaborative force. This convergence ensures that ideas flow effortlessly across live experiences, linear broadcast, and connected platforms, amplifying brands and content in harmony with culture.
At the core of this transformation are distinct flagship initiatives that reflect the company’s commitment to innovation and authentic engagement through fast evolving technology.
Moonstruck Returns
CapeTalk’s iconic sunset beach concert, traditionally held on Clifton 4th Beach in Cape Town, has been reborn. Moonstruck blends live music, ocean sunsets, and premium social connection into one of the city’s most memorable lifestyle experiences. It offers brands the opportunity to align with an elevated environment that attracts audiences seeking meaningful connection and memorable moments.
Kfm’s KDay Renaissance for 2027
KDay is evolving beyond a music festival into a dynamic multi-layered experience. It will now span activations for every generation, offering music, tech zones, lifestyle hubs, and immersive kids’ areas, creating a vibrant tapestry of engagement that makes KDay a festival of experiences, not just a stage.
The B-Side Podcast Series with Sishii
Produced in partnership with the Bowling Club, co-founded by actor and musician Sishii, Primedia+ will host a 52-episode podcast series featuring celebrated South African artists such as J Something (Mi Casa), Manana, and Nasty C. This partnership strengthens Primedia’s footprint in the creator economy, giving brands direct access to authentic cultural voices.
Camomile Live
Targeted at Gen Z and imbued with neo-alternative soul vibes, this summer micro event series creates intimate concerts of approximately 1,000 attendees across major South African cities. Camomile Live offers brands a genuine entry point into youth culture through curated, memorable live experiences.
P-Flex
Primedia’s advanced real-time booking and buying portal that allows clients the ease of access to the suite of inventory available by a mere click of a button, thus enabling brands to optimise targeting and maximise activation effectiveness by having direct access to Primedia’s digital tech stack.
Primedia Studios
Anchoring Primedia’s content production excellence, Primedia Studios continues to deliver blockbuster success with local productions that resonate deeply with South African audiences and the diaspora. Notably, The Masked Singer Season 3 drew 1.5 million cumulative viewers on SABC, securing a remarkable top 10 position on Netflix’s South African rankings week after week. Deal or No Deal Season 4 and Deal or No Deal Celebrity Season 3 are currently still airing on SABC, collectively engaging millions of viewers and having paid out over R30 million in prize money to ordinary South Africans to date. MasterChef Season 6, is thriving on e.tv, delivering a commanding 1.7 million viewers, marking it as the most-watched season to date. These flagship shows will be returning to screens, accompanied by a robust pipeline of new local productions designed to further deepen Primedia’s leadership in original content from Africa.
A strategic leap into connected living rooms
The forthcoming launch of Primedia+ of Connected TV represents more than a technological upgrade. It is a cultural milestone. By integrating trusted audio and video content onto smart TVs and addressable devices, Primedia embeds its brands deeply within South African home entertainment, merging universal accessibility with premium quality and immersive engagement.
Kelvin Storie further states: “Primedia is not merely evolving with technology, we are leading its reinvention. From the roar of live festivals to intimate podcasts, from trusted radio voices to digital smart TVs, we create intersections where culture, content and connection ignite. Our integrated approach brings live experience, linear broadcast and connected platforms into a singular ecosystem that is designed for impact, authenticity and scale.
"This is media in motion, vibrant, dynamic and relentlessly forward. We invite brands and audiences alike to join us on this journey where every moment amplifies story, culture and engagement in ways no one else can replicate.”
Jonathan Procter, Group CEO, was enthusiastic about the progress that Primedia has made: “Primedia has evolved from being a legacy media company into a fully digital creative hothouse with its own tech stack, serving rapidly evolving audiences everywhere and advertisers who wish to reach their audiences wherever they are in a meaningful and measurable way.”
