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Our Profile

Primedia was established in 1994 and listed on the Johannesburg Stock Exchange in April 1995. Primedia remained listed on the JSE until 1 October 2007 when its listing was terminated following a successful private equity transaction.

The Primedia Group is backed by Mineworkers’ Investment Company (MIC), Brait Entities, the FirstRand Group and the Old Mutual Group (Old Mutual Private Equity and Old Mutual Specialised Finance) who are now our major shareholders. Our interests include a broad portfolio of M&E areas, spanning a range of advertising opportunities, radio stations, out of home media, content distribution, gaming and digital platforms. We also own South Africa’s largest cinema chain, post-production and animation facilities and an exciting new business in the music streaming environment.

Over the last few years, we have identified the opportunity to diversify our business geographically, and we have established a presence in several key African markets. As of 2013, we have extended various businesses into markets including Ghana, Nigeria, Kenya, Tanzania, Uganda, Zambia, Swaziland, Namibia, Mozambique, Lesotho, Botswana and Zimbabwe.

We believe that good citizenship is an important component of contemporary corporate businesses, and to this end we launched CrimeLine in 2007 to provide our support to the South African Police Service. In 2010, we launched the Lead SA initiative which serves as a call to all South African’s to take a more active role in the leadership and development of our country.

In keeping with this philosophy, we are proud to be part of the transformation journey in South Africa, and we are now a level 2 BBBEE company.

Our ongoing drive is to provide world-class content and communication platforms to our consumer base as well as to our business partners, and to embrace our responsibility alongside our peers to help shape our landscape through strong governance and values- centric, ethical business practices.



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