MULTICHOICESA has launched a strategic initiative to incorporate popular South African podcasts into its television programming, successfully attracting younger viewers and reversing subscription cancellations.
The media company identified an 18% decline in viewership among the under-35 demographic, prompting an innovation to bring established digital voices to traditional television platforms.
The initiative features prominent South African podcast creators including MacG’s “Podcast and Chill” and several others who have built substantial digital followings without traditional media infrastructure.
Industry reaction was initially mixed. Some veterans dismissed it as desperate, while digital content creators debated whether joining television would compromise their independence..”
MultiChoice adapted its studios with both visual and acoustic considerations to maintain the authenticity of podcast formats while creating engaging television. The programming launched with significant viewership, particularly for “Podcast and Chill with MacG,” which broke viewing records on its television debut.
Six months after implementation, MultiChoice reports viewership has increased 22% in the under-35 demographic with social media engagement up 63% and advertising revenue exceeding projections by 18%. The strategy has created what Mashigo calls “a symbiotic relationship” where television exposure drives new audiences to creators’ online platforms.
The initiative has also bridged generational divides among viewers. As one 52-year-old longtime television viewer said after watching “Against the Wall Podcast with Skeem GP” with his daughter, “These people talk like real South Africans.”
MultiChoice’s approach demonstrates how traditional media companies can adapt to changing consumption patterns by integrating digital-first content rather than competing against it.
The podcasts will start airing on Mzansi Wethu and Mzansi Magic from April.
Mzansi Wethu (DStv Channel 163)
• Piano Pulse – Hosted by Munaka, Thakgi, and Sfiso, it explores various aspects of Amapiano, including artist interviews, industry trends and cultural discussions. From Monday, 7 April at 17:30.
• PNC (People Need Comedy) with Mpho Popps – Hosted by Mpho Popps, Tsitsi Chiumya, and Farieda Metsileng, PNC offers hilarious takes on life, culture and personal stories, with comedy at the heart of every discussion. From Tuesday, 8 April at 17:30.
• Podcast and Chill with MacG – Hosted by Macgyver “MacG” Mukwevho, Sol Phenduka, and the “Ghost Lady.” The show offers candid conversations on entertainment, pop culture and current events, often featuring celebrity interviews. From Wednesday, 9 April at 17:30.
• Against the Wall Podcast with Skeem GP – It’s all about unfiltered prison stories, resilience and survival, a journey towards rehabilitation, reintegration back into society, leadership and active citizenship. From Thursday, 10 April at 17:30.
• Open Chats – It delves into topics like relationships, personal growth and societal issues. Hosted by Mthokozisi Methula and Sino, it features engaging discussions with guest speakers, offering diverse perspectives on contemporary topics. From Friday, 11 April at 17:30.
• Spreading Humours – Hosted by Seemah, Yanda and Zille, the show offers candid discussions on social media trends, youth culture and current events, delivering engaging and humorous content for listeners. From Saturday, 12 April at 20:30
Mzansi Magic (DStv Channel 161)
• Awkward Dates with Lasizwe – Offers a fresh and entertaining look at the awkward moments that arise during celebrity dates. Created and hosted by Lasizwe, the show blends humour with candid conversations. From Saturday, 12 April at 21:00.
• Joseph Dary: Exchanging Phones- is best known for his “Switching Phones for 60 Seconds” segment, where couples exchange and check each other’s phones, exploring relationships, loyalty and transparency in the digital age. From Saturday, 12 April at 21:30.
