Lagardère makes African move with DIFFA deal

France-based Lagardère has taken majority control of Africa-focused TV and film distributor DIFFA (International Distribution of Films and Fiction from Africa).

The deal sees Lagardère formalise a partnership with DIFFA first announced earlier this year.

The African business was formed three years ago by Alain Modot from the Media Consulting Group and Jean-Hubert Nankam from Ivory Coast-based prodco Martika. It aggregates and distributes African content, with about 500 hours in the catalogue.

In the wake of taking control of DIFFA, Lagardère said it will open two new African offices; one in the Ivory Coast city of Abidjan and the other in Johannesburg in South Africa.

DIFFA’s corporate headquarters will now be in Boulogne on the Lagardère Entertainment premises.

“Lagardère Entertainment’s positioning in Africa coincides with the growing need for content on the continent,” says Takis Candilis, president of Lagardère Entertainment and of DIFFA. “We wish to offer the production means capable of responding to this demand, and accompany the growth of the audiovisual market.”

“The new DIFFA is a synergy of shared goals and values dedicated to African creation,” says Alain Modot, managing director of DIFFA.

Jean-Hubert Nankam, managing director of Martika added: ” The rise in demand for content produced by African professionals must be accompanied by structures created by people from a range of backgrounds, all who believe in this potential. Along with other initiatives providing a structure for these new opportunities, the new DIFFA will help in building a pan-African community of producers who exchange, share and develop common values and best practices.”