MultiChoice, Africa’s premier entertainment platform and the continent’s largest producer of original content, has achieved a significant milestone. The company now produces 6,000 hours of local content annually in 40 languages, broadcasting across 50 countries and reaching over 100 million people daily.
According to a press statement, MultiChoice provides a platform for Africans to see their rich cultural heritage and personal experiences reflected on screen. This not only offers entertainment but also promotes a sense of national identity and pride, which is essential for building a cohesive and inclusive society.
John Ugbe, CEO of MultiChoice West Africa, stated that a key mission of MultiChoice Africa is to influence and shape the cultural landscape.
“We recognize the crucial role local entertainment plays in cultural education. That is why we have invested over 50% of our total general entertainment spend on African content this year. This initiative also aims to shape the global perception of Africa positively. The entertainment industry has the potential to stimulate growth and improve livelihoods, especially in developing countries.”
Dr. Busola Tejumola, Executive Head of Content and West Africa Channels at MultiChoice elaborated on how the pay-TV business enriches lives by developing Africa’s contemporary cultural heritage.
“In Nigeria, Africa Magic programs such as Nigerian Idol, Big Brother Africa, Glass House, Sin, Dust, Checkout, and My Flatmates not only mirror but also enrich the nation’s cultural fabric. Numerous other shows on Africa Magic captivate local audiences by offering culturally resonant entertainment experiences.”
“In July, we have shows such as 10th Avenue premiering on July 4 and Italo airing on July 7, which will keep local audiences engaged. This commitment to developing local entertainment content has both economic and cultural benefits. By showcasing Africa’s unique cultures and perspectives, local artists and creators can challenge stereotypes and misconceptions.”
MultiChoice continues to be the leading producer of original content in Africa, with over 17 channels dedicated to local content across 50 countries, including Africa Magic Yoruba, Igbo, Hausa, Epic, Family, and Showmax.
