A homecoming that made a difference

Jonathan Procter, Primedia

Jonathan Procter was appointed CEO of Primedia in 2021. He is a seasoned professional in the commercial media space having been CEO of a European media group for the past two decades. His extensive international media experience in Africa and Europe positioned him well to transform Primedia and lead it in this fast-evolving highly competitive media landscape.

Under the Chairmanship of the late Nomazizi Mtshotshisa, Procter led the Mineworkers Investment Company’s (MIC) successful bid to acquire a licence for South Africa’s first free-to-air terrestrial television station, e.tv, which was successfully launched in1998. MIC is one of Primedia’s main shareholders.

His other roles included leading Bop TV and developing it to become one of the most recognised brands across the continent, producing many of the great television personalities of today. He introduced several new content channels that were then regarded as market-transforming, distributing these by satellite and terrestrially across the African continent. Bop TV was the first and only TV station whose news bulletins showed actual footage of former President Nelson Mandela when running stories on him or the ANC, whilst he was in prison on Robben Island - not just a verbal reference, as was the norm with other television channels in the 80s.

Bop TV was the first to show Black people in roles that weren’t servile and created a sense of hope that Diversity and Inclusion was possible and could become a reality in our lifetime. He broadcast programmes like Roots, that no other broadcasters had the courage to put on air.

His role in Transformation and DEI at Primedia

When Procter joined Primedia, he gave his full support to the Culture Change Journey which the organisation had undertaken the previous year. He immediately sought to accelerate the pace of transformation and to ensure that Diversity, Equity and Inclusion had tangible outcomes. After leading the process of developing the Aspirational Culture Statement that was accompanied by a new set of Values and Leadership competencies, he identified specific high-profile positions and earmarked them for seasoned and well-qualified Black professionals. He has solid transformation credentials and is well known for his promotion of women into senior and leading roles in the media industry.

Knowing that DEI is not only about appointing historically disadvantaged professionals to leadership positions, but also about creating an enabling and inclusive culture where all employees feel they belong, Procter introduced Masterclasses on how to multiply talent and to confront unconscious biases that so often intersect with leadership decisions. These sessions included how to embed DEI in Primedia’s day-to-day business. He attended the Masterclasses himself demonstrating the importance of leading from the front.

My take away lessons from Jonathan’s leadership

1. He focuses on organisational growth by creating enthusiasm, belonging and hunger to be part of the team.

2. He engages directly with staff and gets to understand their needs and what can help them deliver on their objectives.

3. He creates a work environment where basic needs, accommodation and tools of trade enable employees to excel brilliantly.

4. He sets high-performance standards after providing the support needed.

5. He opens himself to ongoing learning as a leader, reminding us to admit when we don’t know and be willing to be challenged.

6. He creates a culture of fast iteration, acceptance of mistakes as evidence of effort and lots of innovation.

7. He creates fun and excitement for both clients and staff and never makes staff feel they are second fiddle.

Although Primedia is now one of the fastest-growing media businesses on the continent, Procter’s leadership of DEI and of the organisation as a whole is not perfect. I have not seen perfection on any culture change journey throughout my many years of supporting clients, however, his sense of urgency in showing change and transformation while pushing hard on EBITDA and numbers is what I admire about him.