Africa’s leading entertainment platform and largest producer of original content on the African continent, MultiChoice, has announced a milestone of 6,000 hours of local content produced in 40 languages each year, airing across 50 countries and reaching more than 100 million people every day.
According to a statement, 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.
MultiChoice Chief Executive Officer (CEO) for West Africa, John Ugbe, stated that one of the motivations of MultiChoice Africa is 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 per cent 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,” he said.
Also, Executive Head, Content and West Africa Channels, MultiChoice, Dr Busola Tejumola, explained that the pay-TV business enriches lives through its role in developing Africa’s contemporary cultural heritage.
“This kind of commitment to developing local entertainment content has economic as well as cultural effects. By showcasing Africa’s unique cultures and perspectives, local artists and creators can challenge stereotypes and misconceptions,” she said.
