Who says South Africa is a S***hole country?
— TheHomeOfComedy (@ComedyCentralAF) January 11, 2018
By dispatching Madinga to localities across Africa and weaving his segments into the global, often Donald Trump-focused broadcast from New York City, The Daily Show further embeds itself into Comedy Central’s rapidly growing international audience with stories that resonate with their daily experience.
“As wild as Donald Trump is for America, many countries around the world have Trumps of their own and since The Daily Show is in many countries, we thought ‘why not give each country a chance to show off their stable geniuses?’” Noah said of the decision to add Madinga to the show’s roster.
His first segment – a look at corruption in the African National Congress under South Africa’s President, Jacob Zuma – aired locally in Africa on Thursday, Jan. 11.
The move to localize more content follows a year of torrid international ratings growth for The Daily Show, with a 35 percent surge across 10 nations, including South Africa. As the show’s popularity overseas grows, Comedy Central may look to further bolster programming with local components.
“We’re always looking for ways to take global hits and localize them for regions around the world by adding great local talent, like Loyiso,” said Jill Offman, executive vice president and head of Paramount Channel and Comedy Central International. “This is a pilot, so down the road you may see more internationally based correspondents, making The Daily Show a truly global yet local show for regions around the world.”
In the U.S., Daily Show ratings clambered up 15 percent behind Noah’s incisive daily takedowns of all things Trump. That included a quick reaction to the president’s alleged categorization of his home country as some sort of primitive toilet.
“Guys, I don’t know how to break this to you, but I think the president might be racist.” Noah told his audience Thursday night. “Wait, wait, hear me out, I know I sound crazy. Personally, as someone from South S***hole, I’m offended, Mr. President.”
Watch Noah’s full take: