Mobile network operator Cell C is to provide Video on Demand (VoD) content accessible across all networks in South Africa after signing a three-year agreement with Vubiquity, a global entertainment content provider.

Vubiquity works with film studios, television networks and other independent producers as well as online creators, it says.

The partnership with Cell C is expected to make more content available to South African viewers, especially users of mobile devices.

In a joint statement the companies said, "The new content offering from Cell C will be available to anyone across any network in South Africa."

The new service will be provided through Cell C through on a "substantial linear channel entertainment bundle".

Cell C's chief executive for content Surie Ramasary said the deal with Vubiquity was a new innovation the company was embarking on in the South African market.

It also covers "the licensing and distribution of video-on-demand (VOD) content" covering catalogues such as SVOD, TVOD and EST. The two companies have not yet provided finer details in terms of pricing and other structures

Video genres covered under the deal include premium international content, local content Bollywood and Nollywood, as well as productions from across the African continent.

Vubiquity believes in the potential of the African VoD market.

"The African video market - which is predominantly mobile-first - is constantly changing and adapting, with current forecasts suggesting there are already over one billion mobile connections in Africa today," said Adam Poulter, Managing Director of Vubiquity.

The partnership with Cell C, said Poulter, was an "exciting milestone for us as an organisation" and one they hope to be a part of for many years to come.