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In an electrifying night of glitz and glory at the 2024 SAFTAs, Primedia Studios, a burgeoning name in television content and distribution, marked a prominent triumph by securing its first Golden Horn award. The accolade came for 'The Masked Singer South Africa' in the Best International Format category, a testament to the company's impact on the South African entertainment industry.
'The Masked Singer South Africa' initiated its journey on S3 in mid-2023, rapidly becoming Primedia Studios’ initial substantial project and has set the bar high for its future endeavors in the South African television landscape. Jan du Plessis, President of Primedia Studios, expressed immense pride in their work, saying the SAFTA signifies their dedication to transforming local TV and celebrating South African culture through top-tier productions.
This series stands out not only for its remarkable adaptation of Fremantle's worldwide format but also for striking a chord with viewers across multiple platforms. Starting on S3, the show’s first season featuring Holly Rey as Lollipop as its victor, quickly achieved top viewership numbers before migrating to Netflix where it attained even further acclaim.
Primedia Studios, in synergy with Rose and Oaks Media and series sponsor Andolex, harnessed the expertise of industry talent to create a fantastically entertaining show. Frankie du Toit of Rose and Oaks Media echoed the sentiment of achievement and gratitude, assuring fans of more enthralling content with the upcoming Season 3 already igniting anticipation.
Following its heralded first season, Season 2 propelled the popularity of the show even further, with Warren Masemola's Giraffe character winning over the audience's hearts. With plans already underway for a groundbreaking Season 3, and a pledge to bring more sensational "shiny floor" shows ahead, Primedia Studios and Rose and Oaks Media’s collaboration is expected to continue its hot streak.
SABC is equally buoyed by the success, with Acting Head of Video Entertainment Lala Tuku proud of the platform the broadcaster provided for the hit series and excited for its future installments. 'The Masked Singer South Africa' has allowed S3 to assert itself as a leading venue for top-tier, family-friendly shows.
Furthermore, the series’ success has reverberated through the advertising industry, with Kelvin Storie of Primedia Studios highlighting the value local productions offer to sponsors, marrying high viewer engagement and brand loyalty with dynamic, culturally resonant marketing opportunities. 'The Masked Singer South Africa' not only entertains but serves as a magnet for impactful advertising campaigns.