Since debuting in 2023, Primedia Studios has swiftly established itself as a dominant force in South Africa’s entertainment industry. Its rapid success was solidified at the 2024 South African Film and Television Awards (SAFTAs), where it won its first Golden Horn in the Best International Format category. The accolade was awarded to The Masked Singer South Africa, produced by Rose and Oaks Media, marking a major milestone for Primedia’s television arm.
Launched on S3 (formerly SABC3) in June 2023, The Masked Singer SA became Primedia’s first large-scale TV production, blending mystery, music, and high-end entertainment. The show, featuring South African celebrities in elaborate disguises, captivated local audiences, quickly becoming a national sensation.
A Milestone in SA Television
“Winning a SAFTA for The Masked Singer South Africa is a massive achievement,” said Jan du Plessis, President of Primedia Studios. “Our goal is to revolutionise local TV by delivering South African versions of the world’s most popular shows. We’re incredibly proud of Rose and Oaks Media, our sponsor Andolex, and everyone who poured their hearts into this production.”
Breaking Records and Expanding Globally
The show’s first season shattered SABC’s viewership records and climbed to Netflix’s number one spot in South Africa, making it the first local adaptation of the Fremantle format to reach such heights. Rose and Oaks Media’s co-founder Frankie du Toit expressed immense pride: “Winning the SAFTA is a dream come true. We are deeply grateful to the NFVF, SAFTAs, and our partners at Primedia and Fremantle for their trust.”
He also teased, “To our superfans: Season 3 is on the way, and it will be bigger and better.”
A Game-Changer for SABC and Advertisers
SABC’s Acting Head of Video Entertainment, Lala Tuku, highlighted the show’s transformative impact on the network. “The Masked Singer South Africa has been an incredible success, drawing in massive viewership. It solidified S3 as a hub for family-friendly entertainment.”
The show’s vibrant energy, dazzling costumes, and star-studded cast have also drawn in sponsors and advertisers. Kelvin Storie from Primedia noted, “The local adaptation offers a unique opportunity for advertisers to connect with loyal, engaged audiences through innovative campaigns.”
Looking Ahead: More Shiny Floor Shows
As Primedia Studios and Rose and Oaks Media gear up for Season 3, they are also developing additional “shiny floor” shows to bring more world-class entertainment to South African screens in 2025. Their collaborative success story continues to reshape local television, setting a new standard for high-quality, homegrown content.
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