A strategic relationship has been formed between MTN Group, the largest mobile operator in Africa, and Synamedia, a video software business based in the United Kingdom, to develop a new streaming platform that is specifically designed for African audiences.

The purpose of this program is to provide linear television and video-on-demand content to mobile and fiber users in order to capitalize on the growing number of people on the continent who are using smartphones and to improve the infrastructure of the telecoms industry.

The platform will make use of the cloud-based technology that Synamedia has developed in order to provide a variety of monetization models.

These models will include subscriptions, content that is funded by advertisements, and free streaming channels that include targeted advertising.

A curated content approach that is tailored to the local cultures, languages, and viewing patterns of each market will be in the best interest of each market.

With this step, MTN is putting itself in a position to compete with well-established regional platforms as well as international streaming giants, with the goal of transforming the way people in Africa consume videos.