In the ever-evolving world of television and film, one truth remains constant: stories shape culture. They reflect who we are, challenge what we believe, and imagine who we could become. But behind every powerful story is a production model that either enables or limits its reach. In Africa, where creativity is abundant but resources are often constrained, the traditional model of broadcaster-funded content is no longer sustainable. It’s time to rethink how we make content and co-productions to offer a compelling answer.
At Paramount, we’ve embraced co-productions not just as a financial solution, but as a creative imperative. These partnerships are built on shared risk, shared reward, and shared vision. They allow broadcasters and creators to co-invest in content that is bold, resonant, and deeply rooted in local culture while also being globally relevant. More importantly, they empower African storytellers to own their narratives, shape their careers, and build sustainable creative ecosystems.
Take Black Gold, our latest telenovela on BET Africa. Produced with Black Brain Pictures, it’s more than a gripping drama about power and legacy in KwaZulu-Natal’s mining world. It’s a blueprint for industry transformation. From rising stars like Akhonamathemba Mbele-Zwane (AKA Sweet Guluva) and Skhulile Mgaga to crew members who’ve grown from interns to department leads, Black Gold proves that when you invest in people, you build more than a show – you make a future.
This intentional approach to talent development is echoed across our slate. Redemption, co-produced with Seriti Films and Burnt Onion Productions, is a masterclass in collaborative storytelling. It blends cinematic vision with raw authenticity, and its emotional depth lingers long after the credits roll. Black Tax, with Rause House, turns cultural truths into sharp comedy, sparking conversations about identity, sacrifice, and economic mobility. These aren’t just shows – they’re cultural timestamps. They reflect the lived experiences of African audiences and challenge the norms of what content can be.
Historically, broadcasters carried the full financial burden of production, commissioning content and controlling its distribution. This model worked in a more centralised media ecosystem, but today’s landscape is fragmented. Audiences are spread across linear TV, streaming platforms, online and social media. Budgets are tighter, and the demand for fresh, diverse content is higher than ever. Co-productions offer a flexible, future-proof alternative. They enable staggered releases, platform exclusivity, and revenue-sharing across territories. They empower creators to retain IP and shape their own narratives. And they allow broadcasters to align with content that speaks directly to their audiences.
But perhaps most importantly, co-productions are changing who gets to tell the story. Pearl Thusi’s evolution from associate producer to co-producer and executive producer is a case in point. Her journey began with Behind the Story on BET Africa, where she stepped behind the camera to learn the ropes. Today, she’s producing her own reality series, The Real Black Pearl, and continues to expand her creative portfolio. DJ Zinhle’s Bossing Up series shows how collaboration can amplify a personal brand while deepening audience connection. These women aren’t just appearing on screen – they’re shaping what’s on it.
Even our daily dramas, like Queendom with Clive Morris Productions, are redefining genre expectations. With high production values and a storyline that challenges patriarchal norms, Queendom sparked real-time conversations and community engagement. Fans hosted Spaces on X to unpack episodes and share perspectives that extend far beyond the screen. It’s proof that when you give creators the space to lead, audiences respond with passion.
Our partners are central to this success. Seriti Films, led by Thabang Moleya, Kutlwano Ditsele, and Leanne Kumalo, brings a rare mix of realism and aspiration to every project. Their work – from Gomora to Happiness is a Four-Letter Word – reflects South Africa’s complexities with nuance and heart. Burnt Onion Productions, helmed by the Ramaphakela siblings, delivers bold, brilliant, and unmistakably authentic stories. Whether it’s the sharp humour of How to Ruin Christmas or the social impact of MTV Shuga Down South, their content captures the essence of contemporary African life.
These partnerships are more than production deals – they’re creative ecosystems. They foster mentorship, promote from within, and build capacity across the value chain. From interns becoming producers to drivers stepping into technical roles, the co-production model is reshaping the industry from the inside out. It’s a model that recognises excellence wherever it starts and nurtures it to its full potential.
Beyond the silver screen, African talent continues to command global attention. At the 2025 MTV Video Music Awards, South African pop sensation Tyla won Best Afrobeats for her hit single Push 2 Start – making history as the first African artist to win the category in consecutive years. Her success is more than a personal milestone; it’s a powerful marker of the continent’s expanding cultural influence. It mirrors the driving force behind every Paramount co-production: that African creativity is not only thriving but shaping the global narrative.
As an industry, I believe the future of content creation lies in collaboration. Co-productions are not just a way to make more shows, they’re a way to make better ones. They’re how we build careers, shape culture, and ensure that African stories are told by those who live them. They allow us to move beyond transactional relationships and into transformational ones, where every partner has a stake, every voice is valued, and every story has the power to resonate.
In today’s fast-changing digital ecosystem, co-productions are a game-changer, especially in tough economic times. By collaborating with other creators and innovators, we’re able to share resources, expertise, and the risk that comes with producing high-quality content that delivers sustained ROI and resonates with global audiences. This collaborative approach also enhances innovation by bringing together diverse skills and perspectives, unlocking fresh ideas and compelling storytelling.
Co-productions also create space for shared responsibility, allowing partners to carry the load together while enabling bold and ambitious work to come to life. By embracing these models and fully leveraging digital platforms, creators and storytellers can thrive even in challenging economic conditions.
It’s time to rethink the model. It’s time to co-create the future.
