Using a sales agent to market and sell a portfolio of programming, rather than employing a dedicated internal employee, can be both efficient and cost-effective especially if the territory or territories involved are still relatively immature commercially or where commercial potential is limited for other reasons.
Programs4Media have worked as a sales agency since it was formed in 2002. By far and away the main focus of this activity has been its eight year unbroken relationship with 20th Century Fox as their agent in the company operates in all English-language sub-Saharan Africa with the exception of South Africa.
During this period, Fox programming has become the most widely distributed in the region. The number of territories taking Fox programming and the volume sold is due in no small measure to P4M having both the expertise and time to focus on this largely untapped market.