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 has worked as a sales agency since it was formed in 2002. By far and away the main focus of this activity was its twelve-year relationship with 20th Century Fox as their agent in all English-language sub-Saharan Africa with the exception of South Africa. During this period, Fox programming became the most widely distributed in the region.
The company now focuses entirely on Europe and, in particular, in the Balkan territories of the south east of the continent.