Subscription video-on-demand service ShowMax, launched by the owners of Dstv Naspers, has announced a new partnership with pan-African telecoms enabler Seacom. As a result Seacom will host ShowMax caching servers in Nairobi, which will allow for peering to take place with local ISPs.

Mike Raath, ShowMax Head of Distribution says the new deal will improve the user experience for subscribers.

"The net effect of placing caching servers in Nairobi is that customers can pull video content from much closer to home, which means faster response time and less buffering. This move also lays the groundwork for further expansion in East Africa as we continue to rollout ShowMax in new countries."

Raath adds that in addition to delivering an improved customer experience, the agreement will also benefit ISPs by reducing costs.

"By peering with local ISPs, they'll now be able to get ShowMax content directly rather than having to pay transit costs from servers based thousands of kilometres away."

ShowMax has not indicated whether it would reduce the price of its service in the near future as a result of the deal.

Steven van der Linde, Chief Sales Officer at Seacom says many businesses have realised the benefits of high performance bandwidth and that broadband means access to knowledge, as well as to entertainment such as ShowMax.

"Seacom understands the growing need from both a business and OTT perspective and is therefore proud to support ShowMax to achieve their objective of delivering high quality video content to their subscribers in a growing East African market," says van der Linde.