BBC Studios creating a separate BBC Lifestyle channel feed on MultiChoice's DStv for East and West Africa from September 2019 to better target sub-Saharan African viewers.

BBC Studios has announced that it plans to create advertising opportunities on its BBC Lifestyle channel specifically for clients across sub-Saharan Africa in countries including Nigeria, Ghana, Uganda, Tanzania, Kenya and Ethiopia.

BBC Studios says that from 1 September 2019 advertisers in these countries will be able to reach modern female audiences through a separate BBC Lifestyle commercial feed that will broadcast across Sub-Saharan Africa, excluding the Southern African Development Community (SADC).

"This will enable advertisers to target client needs through a combination of traditional advertising spots and tailored creative solutions," says BBC Studios.

Sales for this BBC Lifestyle feed will be managed by MultiChoice's DStv Media Sales arm on behalf of BBC Studios. Advertisers targeting South African and SADC audiences will be able to reach those upmarket audiences on the current BBC Lifestyle feed.

BBC Lifestyle is available across Sub-Saharan Africa on MultiChoice's pay-TV service for DStv Premium, DStv Compact Plus and DStv Compact subscribers. 

BBC Studios says competitive cookery and entertainment series on BBC Lifestyle such as Come Dine With Me and MasterChef, aspirational design shows George Clarke’s Amazing Spaces and Grand Designs, and dating show Dinner Dates have proved to have huge affinity with Kenyan and Nigerian audiences.

In the coming months, BBC Lifestyle will broadcast a number of viewer favourites such as the return of Come Dine With Me South Africa for a fifth season and a new 9th season of Dinner Dates.

These will be shown alongside the newly-commissioned First Dates South Africa and the second season of Bake Off: The Professionals.

Sarah-Jane Harling, advertising account director for Africa at BBC Studios, says "This is a significant step to offer brands the opportunity to align with BBC Lifestyle's premium global and local content and extensive reach across Sub-Saharan Africa".

"With its unique mix of entertaining programming, the channel now offers dedicated ad breaks for South Africa and Africa, and remains a very attractive environment for advertisers operating on the continent."

"It enables BBC Lifestyle to assist brands wanting to specifically reach aspirational households in South Africa as well as consumers in Sub Saharan Africa, separately."