Primedia is a leading South African media group whose vision is to become a world class media company. It was established in 1994 and its listing on the JSE Securities Exchange was completed in April 1995. Primedia remained listed on the JSE until 1 October 2007 when its listing was terminated following a successful private equity transaction (scheme of arrangements).
Primedia is now privately owned by a group of investors comprising Mineworkers Investment Company (a black economic empowerment company), The Kirsh Consortium (existing founders of the company), management and Brait SA. The group has an established portfolio of businesses that principally cover the advertising and content sectors of the media industry. These businesses have leading positions in the markets in which they operate.
Primedia's advertising businesses are located principally in South Africa. This broad base of assets, which includes radio broadcasting, outdoor advertising, commuter and other out of home media opportunities, spans both the traditional and non-traditional media sectors. This mix strategically positions Primedia well as advertisers attempt to reach an increasingly fragmented and diverse audience. These businesses enjoy a high degree of exclusivity derived from regulated rights to various delivery platforms, which contributes to their attractive operating margins. Primedia's advertising businesses also have an unparalleled reach across the entire South African consumer spectrum.
The group's content businesses comprise filmed entertainment consisting of cinema exhibition, film distribution, home entertainment; and electronic games. The group is also engaged in new growing sectors of the digital industry through its recently formed Primedia Digital division which incorporates Primedia's internet, mobile and other content based businesses.