Carol Tshabalala moves from broadcasting to CEO role at iME in major career shift

Veteran South African broadcaster Carol Tshabalala has made a major career shift into the corporate technology space after being appointed Chief Executive Officer for Africa at iME, moving from sports media into executive leadership.

The appointment, announced by iME CEO Tandi Potgieter, forms part of the company’s strategy to expand its presence across fast-growing African markets. Tshabalala will now play a key role in driving the firm’s growth plans across media, sport, business, and digital platforms.

In her new position, she will be responsible for market expansion, forming strategic partnerships, and overseeing regional operations. iME focuses on video-based technologies such as live streaming, virtual interviews, and content distribution tools used in modern communication and media industries.

Potgieter said Tshabalala will help shape the company’s strategy in emerging markets by identifying growth opportunities and supporting its vision of a more connected digital future.

Tshabalala brings more than 20 years of experience in sports broadcasting, where she became one of the most recognised voices on SuperSport and Premier League Productions. Her coverage of major global sporting events earned her the title of First Lady of Sport in South Africa.

She also made history in 2011 as the first African to host the FIFA Ballon d’Or ceremony, establishing herself as a trailblazer in international sports media.

Industry observers say her move reflects a growing trend of media professionals stepping into leadership roles within the technology sector, as digital platforms continue to transform how content is produced and consumed.

Analysts believe her experience in storytelling and audience engagement will be valuable in helping iME strengthen its position across African markets undergoing rapid digital change.

Her transition from broadcasting to the boardroom is seen as a reflection of the expanding opportunities within Africa’s digital economy and the increasing overlap between media and technology industries.