Johannesburg, 29 September 2016: A+E Networks® Africa* has announced a multi-media partnership between its entertainment channel brand Lifetime® and 1Life, South Africa’s number one direct life insurer for new reality series Married at First Sight South Africa.
This local adaptation of the hit format Married at First Sight is the second series commissioned by A+E Networks for Lifetime in Africa. The show, which features six people who agree to participate in an extreme experiment that involves legally marrying a complete stranger, will broadcast on Lifetime channel (DStv 131) in the first quarter of 2017.
Announcing the partnership Yusuf Nabee, General Manager Africa at A+E Networks said: “Lifetime has established itself as the entertainment destination for women in Africa. Lifetime’s programming around relationships continue to attract large audiences which is why we have invested in this genre. So we are really delighted to partner with 1Life for Married at First Sight South Africa.”
The exclusive partnership with 1Life, comprises full sponsorship of the whole six episodes of Married at First Sight South Africa. The sponsorship will include a variety of ads, opening and closing billboards, bumpers and vignettes. The show will also be accompanied by a fully-integrated social media campaign as well as off-air marketing and PR activities across outdoor, radio, online and print. A 1Life financial advisor will also be part in the show’s panel of experts.
1Life said: "A marriage is the ultimate commitment two people can make, and making this promise is one that will change these people’s lives forever. At 1Life we work on one simple, yet powerful premise 'Changing Lives', and as the proud sponsor of the first South African instalment of Married at First sight 1Life is proud to support people that want to live a richer and more rewarding life. "
Over 300 South Africans signed up to take part in the series. This number was then whittled down to six men and six women who are currently being paired off by the experts on the show. Filming starts in the coming weeks.
Married at First Sight South Africa is being produced by Oxyg3n Media on behalf of A+E Networks UK.