Mr Martin Mabutho is the Chief Customer Officer of MultiChoice Nigeria, a leading Pay TV provider in Nigeria with an array of quality productions and other services. Recently, DStv emerged one of the most admired brands in Africa as the MultiChoice-owned video entertainment brand joined a number of other globally revered brands on Brand Africa’s list of top 100 most admired brands in Africa. In this interview with Brand Communicator, Mabutho speaks on the awards, success story of MultiChoice and other sundry issues. Excerpt:
Making The Standard And Remaining Relevant
MultiChoice has used the DStv platform to promote Africa’s storytelling culture, through the power of collaboration and innovation.
Partnership With Brand Africa and Open Squares
First and foremost, it is our honour to be associated with Africa’s Best Brands and delighted to co-host this event in conjunction with Brand Africa and Open Squares. We believe that as Africans, we have what it takes to take our brands to the next level and even compete favourably with global brands. It is what drives us at MultiChoice to continuously create and enhance our platforms to showcase these excellent African brands.
BBNaija And Strategy In Keeping The Audience Engaged
Customers first is what we preach internally. At MultiChoice, we have a dedicated group of people constantly listening to customer feedback. We strive to continuously improve our customers’ experiences with top quality productions and services.
Challenges Facing Most African Brands
I strongly believe that one of the major challenges facing most African brands is the lack of collaboration. We set out to become Africa’s number one storyteller deliberately. Without a platform to tell the stories to showcase the talent in music, or sports, or in acting or moviemaking, we will be in a much worse situation than where we are now in terms of acceptance across borders. Recently we collaborated with an organisation for a virtual concert to raise funds to buy PPEs for COVID-19 in countries across Africa. And that is our role as a platform that cuts across 48 countries in the continent. African brands should collaborate more and increase the level of acceptance.
Challenges Faced In Leading The Sales And Marketing Team At Multichoice
Africa is full of opportunities, and Nigeria, in particular, is at the forefront of entertainment on the continent, with influence reaching far beyond Africa. My job is to inspire my team to see the endless opportunities that the market offers while doing our possible best to keep satisfying our customers and partners.
Success Story of The Big Brother Naija
The major reason for Big Brother’s success in Nigeria is because of our audience; the
fans and also the dynamism of the housemates. On our part, we strive to make each edition unique and different, then with the many twists of Big Brother, it just keeps us all guessing.
It’s a platform that gives Nigerians an opportunity to express themselves and transform their lives. It’s amazing how it potentially takes someone with 1,500 Instagram followers to a person with one million followers after spending 10 – 13 weeks in the house. This person then becomes someone who can earn a very good income from their natural talents and personality.
Lessons Learnt From Organising Four Editions Of The Show
A lot has gone into the BBNaija show. Big Brother Naija has been successful for four seasons because of the uniqueness of Nigerians. The platform has allowed young creatives to express themselves and transform their lives. Putting together a show like BB Naija is hard and deliberate work, but with the incredible talent on our team and very useful feedback that we constantly get from the audience, we have been able to improve on the quality of our services.