MultiChoice has attained 6,000 hours of local content production annually, catering to a diverse audience across Africa.
These contents, broadcast in 40 languages, reach over 50 countries and 100 million viewers daily.
MultiChoice provides a platform for Africans to see their rich cultural heritage and their own experiences reflected on screen. This provides entertainment and promotes a sense of national identity and pride, which is important for building a cohesive and inclusive society.
John Ugbe, CEO West Africa, MultiChoice, in a statement, stated that one of the motivations of MultiChoice Africa was to help shape the cultural landscape.
“We recognise the crucial role local entertainment plays in cultural education, and that is why we have invested over 50 percent of our total general entertainment spend on African content this year. It is also a way to help shape the global perception of Africa as a continent. The entertainment industry can stimulate growth and improve livelihoods – especially in developing countries”.
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Busola Tejumola, executive head of content and West Africa channels, MultiChoice, explained that the pay-TV business enriches lives through its role in developing Africa’s contemporary cultural heritage.
“In Nigeria, Africa Magic shows like Nigerian Idol, Big Brother Africa, Glass House, Sin, Dust, Checkout, and My Flatmates reflect and enrich the cultural identity of the country and dozens of others capture local imaginations on Africa Magic in ways that only culturally relevant entertainment can,” Tejumola said.
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