By Lehlohonolo Lehana.
Showmax and NBCUniversal Formats have announced an exciting new format agreement to produce a Zulu-language adaptation of the beloved US comedy Superstore.
South Africa becomes only the second country in the world to give viewers a non-English version of Superstore, following in the footsteps of Supertitlán, the Latin adaptation that aired in Mexico in 2022.
Bakers Media, the creative brains behind local hits Shebeen Queens and The Bala Family, will produce the isiZulu offering of Superstore in collaboration with Universal International Studios.
The U.S. version, created by Justin Spitzer (The Office) ran for six seasons, starring America Ferrera and Ben Feldman among an ensemble cast of workers at mid-American superstore Cloud 9. Lauren Ash, Nico Santos, Colton Dunn and Mark McKinney also starred with cameos from the likes of Dean Norris, Fred Armisen and Jason Ritter. It was produced by Universal Television in association with Spitzer Holding Company, Miller Green Broadcasting and The District.
Showmax already offers its subs Seasons 1-6 of the American show, and the format order is a second comedy remake deal of recent times. It comes after the streamer ordered a remake of The Office following a licensing deal with BBC Studios.
“We’re on Cloud 9,” says Nicola van Niekerk, Executive Head of Programming at Showmax’s , “I laughed my way through every episode of Superstore and can’t wait to see how the funny and loveable characters are reimagined in our complex country.”
“I cannot wait to see Superstore take on a whole new life in South Africa, “added Hannah Mabruk, VP, Format Sales for NBCUniversal Formats. “It’s a format that resonates with audiences around the world because of its undeniable humour, heart, and universal themes of community and friendship flourishing in the workplace. Together with our longtime partners at Showmax and the team at Barkers Media, we look forward to bringing a uniquely South African spin to these lovable characters in a fresh and exciting new way.”
The original US series was nominated for various prestigious awards, including the Writers Guild of America Awards, the Hollywood Critics Association Television Award and the Critics Choice Awards.
Comcast-owned NBCU was instrumental in a February 2024 relaunch of Showmax, with the Peacock streaming platform now powering the service. NBCU has a 30% stake in the streamer, and another Comcast business, Sky, was also involved in the overhaul.
Showmax parent MultiChoice is current subject to a $2.9bn takeover by Canal+, with the pair approaching regulators about the agreement back in October. South Africa has strict foreign ownership rules that could scupper the deal.