PRIMEDIA’s purpose as an organisation is to deliver innovative, relevant and accountable media and entertainment solutions to clients, always guided by its values.

The group’s vision is to be Africa’s premier media and entertainment group. Established in 1994, PRIMEDIA’s 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 arrangements).

PRIMEDIA is now privately owned by a group of investors comprising Mineworkers Investment Company (MIC), Brait SA, Old Mutual, and RMB. 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, although there is a growing set of operations across several African countries. This broad base of assets includes radio broadcasting, outdoor advertising, transit, and other out-of-home media opportunities and spans both the traditional and non-traditional media sectors. This mix strategically positions PRIMEDIA and advertisers’ attempt to reach an increasingly fragmented and diverse audience. 

The group’s content businesses include filmed entertainment, including cinema exhibitions, film distribution, home entertainment, and electronic games.