Good news for fans of 'The Office'. African streaming platform Showmax has announced an adaptation of the popular show for South African audiences, in collaboration with BBC Studios.
This comes after the show's successful adaptations in Australia, France, Israel, India, Poland, Canada, Chile and the Middle East.
Rapid Blue, a subsidiary of BBC Studios' international production network, will begin production in 2025. It will be shot mainly in the Afrikaans language.
"We are proud to be producing the first African version of 'The Office' for Showmax and kykNET," Ziyanda Ngcaba, managing director of Rapid Blue, was quoted as saying by Variety.
"The format is globally recognised and adored by audiences all over the world."
While it does not yet have an official title, the show will be set in South Africa, according to 'Variety'.
This marks the 14th international version of 'The Office', which was created by Ricky Gervais and Stephen Merchant more than 20 years ago.
In the US version, the story takes place in the fictional office of Dunder Mifflin, a company specialising in paper sales.
The series follows the daily lives of the employees, led by the bumbling but well-meaning Michael Scott, played by Steve Carell.
With its mockumentary style, 'The Office' is acclaimed for its subversive humour and has won five Emmy awards.
In 2020, the US version was the most streamed show of the year. And the South African platform clearly intends to capitalise on this undiminished popularity.
The February relaunch of Showmax, in partnership with Comcast's NBCUniversal and Sky "included all nine seasons of the American version of 'The Office', which went straight into our top five international series on the platform for the month," said Nicola van Niekerk, who is Showmax acting head of content, quoted by Variety.
"So we know our audience is going to be as excited to see our hyperlocal version as we are to make it." "Our very first Showmax Original was a mockumentary, 'Tali's Wedding Diary', so we're delighted, just seven years later, to start reimagining the most iconic mockumentary of them all."
Showmax isn't the only platform showcasing African productions.
Netflix, for example, has launched series such as 'Blood & Water' and 'Queen Sono', which have met with international success. The platform has also produced 'AlRawabi School for Girls' and 'Paranormal', shows that have captivated viewers in the Middle East.
This trend for content diversification could well turn viewing habits on their head.
By showcasing local productions, streaming platforms are demonstrating their commitment to representing the cultural and linguistic diversity of their audiences.
And this strategy appears to be working, since according to Netflix's latest report, content in languages other than English is proving popular with subscribers.