In a move that highlights Amazon’s commitment to expanding its reach in sub-Saharan Africa, Gideon Khobane has joined the tech giant as the Director for Prime Video Africa. With an impressive track record in the entertainment industry, Khobane’s appointment aims to drive the growth of the Prime Video service across the region, focusing on key markets such as South Africa and Nigeria, while delivering an exceptional entertainment experience for customers.
Working closely with the Africa Originals team led by Ned Mitchell, the content acquisitions team headed by Ayanna Lonian, and the product teams responsible for customer features, Khobane’s primary objective is to curate a world-class mix of original and exclusive TV series and movies. By enhancing the content offerings for existing Prime Video members and attracting new customers in sub-Saharan Africa, Khobane aims to cement Prime Video’s position as a leading streaming service in the region.
In his role, Khobane will oversee the implementation of programming and marketing plans for Prime Video Africa, which boasts a vast collection of popular movies and TV shows. This includes globally renowned Amazon Original hits such as ‘The Lord of the Rings: The Rings of Power,’ ‘Citadel,’ ‘The Boys,’ ‘Tom Clancy’s Jack Ryan,’ and ‘The Grand Tour.’ Additionally, Khobane will prioritise the development of local Originals and acquisitions for Africa, featuring exciting titles like ‘Gangs of Lagos,’ ‘LOL: Last One Laughing Naija’ hosted by Basketmouth, and ‘LOL: Last One Laughing South Africa’ hosted by Trevor Noah. The content offerings will also encompass local acquisitions such as ‘Brotherhood,’ ‘King of Thieves,’ ‘Battle on Buka Street,’ ‘Sista,’ ‘The Men’s Club,’ ‘The Honeymoon,’ ‘The Fury,’ ‘Umbrella Man,’ and ‘Atlantis.’
Khobane’s appointment underscores Prime Video’s long-term commitment to sub-Saharan Africa, as the company seeks to create a service that is diverse, attractive, and engaging for all Prime Video members in the region. With a wealth of experience spanning 18 years in the entertainment industry, Khobane brings a unique perspective to the table. He has held key positions in various entertainment companies, ranging from pay-TV to free-to-air broadcasters across sub-Saharan Africa. Notably, Khobane most recently served as a Group Executive responsible for General Entertainment for the Multichoice Group, where he made significant contributions. Prior to that, he held the role of CEO at SuperSport International and served as Channel Director at M-Net.
Khobane will continue to be based in South Africa, leveraging his extensive knowledge of the African market and his deep understanding of local content preferences to drive Prime Video’s success. With his appointment, Amazon signals its dedication to investing in sub-Saharan Africa and establishing a robust streaming service that caters to the diverse tastes and preferences of its members across the region.
