By Jeremiah Agada
‘Magic’ in Naija
The trajectory of TV Production, content and viewership in Nigeria and Africa in general is one that has been on the upward swing since the ‘magic’ called Africa Magic entered the Nigerian scene in 2003. Undoubtedly one of the leading exponents of M-Net, Africa Magic prides itself with providing high quality TV programming with a Pan-African focus.
Currently, Africa Magic is host to a number of channels each with unique and dedicated programmes that aim to provide entertainment for Africans by Africans. One of the key outputs in the overall campaign and much to Africa Magic’s contentment, has been the plausible display of the plurality of African people, cultures and endless breath-taking landscapes. The informed and intricate play with unique elements not only creates an overall sensory appeal to the Africa Magic brand but weaves together an aesthetic appeal that allows for maximum efficiency and viewer retention.
Launched in July 2003 as a single channel of the same name and as a movie and general entertainment channel geared towards showcasing Nollywood talents and African culture and couture, Africa Magic has grown alongside the Nigerian TV production industry. Since then, it has continued to invest directly and indirectly in the entertainment industry, providing the support and platform that new and established talents behind and in front of the cameras need to thrive and succeed.
At the time of its launch, it received high popularity amongst DStv subscribers, especially in South Africa and Nigeria. Thus the launching of a sister channel, Africa Magic Plus, was made possible. The two channels went on another brand identity and over the next decade, the brand expanded to include seven more channels comprising movies, television shows and general entertainment.
‘Magical’ Content By Africans For Africans
Africa Magic is undoubtedly the home of entertainment in Africa. The fact that viewers have come to expect the best content out of the continent, from drama series and movies, to telenovelas, magazine and reality shows from it is a clear indication of this.
Just last year, the undisputed leading provider of entertainment content for Africa by Africans celebrated 15 years of providing magic, quality content and continuous development of the local African television entertainment industry. During the celebrations, Chief Executive Officer of Multichoice Nigeria, John Ugbe, as quoted by media, underscores this leadership and Africa Magic’s yeoman’s job in projecting the best of Africa while promoting local content production.
“The celebration of Africa Magic is also the celebration of Africa’s film and television industry. The growth witnessed in the industry can be linked to the impact of the Africa Magic channels in operation across 53 countries on the continent. These channels have also consistently proven to be a platform for the unearthing, promotion and celebration of existing and up and coming film and TV talent, and the channels’ various means and models of industry partnerships ensure a steady line of critical investment in the industry.”
Channel Director, Africa Magic Channels, Wangi Mba-Uzoukwu in corroborating Ugbe’s position had also been quoted as saying Africa Magic has been instrumental to exposing promoting stars as well as projecting upcoming talents. She added, “For 15 years the Africa Magic channels have entertained viewers and audiences with the best content coming from some of the most amazing talent behind and in front of the cameras. In doing this, we have also undoubtedly led the development of the current African television entertainment scene, a role we continue to play.”
Over the years, it has developed original content that continues to entertain Africa: from the flagship TV drama, Tinsel, which already holds the record for the longest running series in Sub Saharan Africa; to the Pan African drama series, Jacob’s Cross, magazine shows 53 Extra and Jara; and comedy series The Johnsons and Hustle. The channels are also known with the telenovelas which have become television staples over the years including Hotel Majestic, Hush, Battleground, Ajoche, Forbidden and Eve.
Big Brother Nigeria is a reality TV show that may have come and gone for this year but the excitement, ripples, conversations and emotions it evoked will not be forgotten in a hurry. This was also shown on Africa Magic. Other contents exclusive to Africa Magic include, Africa’s Next Top Model, Before 30, 53 Extra, Highlites with IK, Stargist, Big Brother Africa, Hotel Majestic, Do Good, Hush and Battleground.
Others are, Jemeji, The Voice Nigeria, My Flatmates, Kona, Forbidden, Ajoche and The Eve.
‘Magical’ Brands
Between 2003 and today, Africa Magic Brands have increased from just one to eight today. In 2016, it rebranded its brands, adopting a new tagline, “entertainment loved by Africa.” Additionally, it changed its logos and provided an exciting new look and feel, whilst retaining its names and the same great programming and unforgettable African storytelling.
The redefinition and rebranding processes of Africa Magic brands saw its second channel-an offshoot from the first, change from Africa Magic Plus to African Magic Entertainment and then, Africa Magic Showcase. With the payoff line, ‘First-class Entertainment,’ Africa Magic Plus is the premium tier channel showing first-run original series, reality shows and latest Nollywood movie premiers. The channel is home to such hit original shows as Tinsel, Hush and The Voice Nigeria.
Also focused on movies is Africa Magic Urban. Previously Africa Magic Movies, Africa Magic Urban is a contemporary lifestyle entertainment channel with predominantly movies and talk shows, as well as series from Mzansi Magic. Aptly themed, ‘Real life, Real Stories,’ the channel is predominantly content drawn from ‘real life, real stories’ based on contemporary tales told in modern settings.
The home of epic African movies on African Magic is Africa Magic Epic. Previously Africa Magic Movies1, the channel inspired by Africa’s traditional roots with movies and series depicting the continent’s cultural aspects. Its ‘Rooted in culture’ tagline captures the fact that it is the best platform to get epic movies from the continent.
Yet another brand from the ‘Magic family’ is the Africa Magic Family. This is the parent Africa Magic channel serving family-oriented programmes. Its payoff line, ‘Come home to family’ shows that the channel jam-packed with stars and stories made solely for the viewing pleasure of the entire family.
Regional channels catering to select audiences from the Northern, Southern and Eastern parts of Nigeria are also on Africa Magic. These channels promote contents from these regions, as well as the stars and local industry thriving there in. They are: Africa Magic Hausa – Movies and series broadcast in Hausa, Africa Magic Yoruba –Movies and series broadcast in Yoruba and Africa Magic Igbo – Movies and series broadcast in Igbo.
Added to these brands under Africa Magic are others Affiliated Channels. These are channels affiliated to the Africa Magic and share most of the programmes, which are independently sourced from their respective regions. Content from these channels are either displayed in their original soundtrack or dubbed in English. They are listed in the following paragraphs:
Maisha Magic – Formerly Africa Magic Swahili. It is a channel catering for the East African diaspora. It has three dedicated entertainment channels, Maisha Magic East, Maisha Magic Swahili and Maisha Magic Bongo. Another is Jango Magic, a West African-inspired channel serving Angola and Mozambique with a Kenyan version of ‘The Voice.’
Zambezi Magic is yet another Channel. This caters to the Southern African Development Community and it is notable for such series as ‘Don’t Mess With Kansiime.’ Also, there is Pearl Magic Channel serving the Ugandan diaspora and Mzansi Magic, a channel that broadcasts South African series. Many of their programmes are shown on Africa Magic Showcase and Africa Magic Urban. It has sister channels like Mzansi Wethu, Mzansi Bioscope and Mzansi Music.
Magical Reward for Excellence through AMVCA
Asides showcasing the best of Africa to the world, Africa Magic through its platform- the Africa Magic Viewers’ Choice Awards (AMVCAs) since its creation seven years ago celebrating the contribution of African filmmakers, actors and technicians in the success of the continent’s film and television industry. Since its creation seven years ago, has changed the way the African cinema is perceived. Now going to its seventh edition in March 2020, it has gained prominence across the continent and beyond.
Underscoring the importance of the AMVCA to the growth of TV Production, content and viewership in Nigeria, Ugbe has been quoted on the company’s website to say, “Beyond celebrating talent, the AMVCAs represent a significant investment in the African film and television industry, igniting ancillary industries in the process. Each year, revenues are increased and jobs are created to cater to the opportunities presented in areas like fashion, styling, photography and make-up. The AMVCAs also present a unique opportunity for the world to see and experience Africa beyond the headlines, telling its own story and celebrating its best storytellers.”
Corroborating him, Wangi added: “Every year, the industry continues to grow in leaps and bounds and we are proud to be a part of its success story through the AMVCAs. The AMVCAs remain Africa’s most prestigious awards and most reputable celebration of talent in front and behind the camera”.
Giving the rationale behind establishing the AMVCA, Ugbe quoted by a Nigerian newspaper, said, “in 2013 MultiChoice acknowledged,” says John Ugbe, managing director, MultiChoice Nigeria, “the role its subscribers have played in making the M-Net/Africa Magic channels a success by introducing the Africa Magic Viewers’ Choice Awards. The AfricaMagic Viewers’ Choice Awards (AMVCAs) gives audiences a voice to say what they like while at the same time, honouring the role they have played in making the African film and television industry what it is today. Through these awards MultiChoice Africa not only acknowledges the contribution of its subscribers but provides exposure that acknowledges excellence in the industry.”
This is in line with its vision to sell African films to the world and nurture home-grown talents. “MultiChoice is committed to the economic and social upliftment of the continent. The Africa Magic Viewers’ Choice Awards is therefore a natural inclusion to the company’s social investment portfolio. The AfricaMagic Viewers’ Choice Awards provides a platform to nurture and showcase indigenous talent. The AMVCA and the significant investment made by MultiChoice through M-Net is a show of our commitment to the development of skills, talent and social cohesion in the continent,” explains Ugbe.
According to Ugbe, the AMVCA is Multichoice’s way of raising the bar and encouraging improved standards in movie production. “In the past two years, we have been able to establish the AMVCAs as a platform for recognising the efforts of our actors, actresses, producers, directors and everyone in the movie and television production industries across Africa.
“It is our way of raising the bar and encouraging improved standards in movie production. This commitment is already paying off as more categories are emerging. For instance for the first time ever, the Best New Media – Online Video has joined the list of categories, showcasing the emergence of a new generation of African storytellers. Ultimately, we hope the AMVCA achieves the same level of regard as the Oscars worldwide, and place our African stars alongside their peers in other continents.”
Aside the AMVCAs, Ugbe says Multichoice has invested billions of naira in the African cinema to further promote the African movie industry. “MultiChoice has invested billions of Naira in digital entertainment in Nigeria, and a good deal of this investment has been in the support of original African programming, and by extension; Nollywood. As a business in Nigeria, we operate always bearing in mind that the socio-economic environment can be impacted.
“By supporting Nollywood and making Nigerian movies popular both in Nigeria and beyond, we provide a platform for the Nollywood business to bloom and grow. This will in turn provide jobs and increase the bottom line in this genre. Also in a bid to positively impact the movie industry in Nigeria, we offer training and skills transfer through various workshops. Our hope is to help build entrepreneurs, leaders, shapers and thinkers of tomorrow,” he adds.
To promote the industry too, Multichoice is engaged in fighting piracy. To do this, Ugbe says Multichoice has put in place more secured decoders. “Piracy is indeed a huge concern as it affects not just MultiChoice as Pay TV operators, but also the nation’s economy in the long run. We are partners in the anti-piracy war with the Nigerian Copyrights Commission, whose major mandate is to curb piracy across Nigeria. One of the ways in which we are addressing the issue is by introducing more secure decoders. We recently embarked on a nation-wide decoder phase out campaign that enabled customers a free swop of their legacy non-secure decoders, for more secure ones.”