Africa Magic Leads M-Net’s Hyper-Local Content Approach on the Continent

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From October, Africa Magic viewers can expect to catch exclusive, primetime Ghanaian entertainment content on Africa Magic World. This was revealed by the Regional Director, M-Net West Africa, Wangi Mba-Uzoukwu at the MultiChoice Content Showcase on Saturday, the 5th of September.


“The ‘Ghana block’ will be run as a 4-hour primetime content block and we will begin to create local content for the block and see how the market reacts to it,” said Mba-Uzoukwu. Other new developments with the Africa Magic channels include the Africa Magic Original Blockbuster festival which kicked off in September and which builds on the Original Movies project which Africa Magic started in 2013.  The Original Blockbusters initiative aims to create local films that are fit for theatrical release, as well as for broadcast on DStv. “The Original Blockbuster project is also going to do is allow for more job creation in the content delivery value chain,” added Mba-Uzoukwu.


Also announced at the Content Showcase was the launch of new M-Net channels for East Africa.  Theo Erasmus, the Regional Director, East and Southern Africa & Lusophone countries said: “M-Net’s vision is to create channels for each homogenous target market for Southern and Eastern Africa – be it by language, culture, taste or a combination thereof.”


“With that in mind, we are proud to announce that we’re launching a new channel exclusively for Tanzania on 1 October, called Maisha Magic Bongo (DStv Channel 160). There’s also a new channel coming in Angola on 11 October on the DStv Premium base called Jango Luxo, and we’ll also be producing a local version of the international smash hit reality show, The Voice, there.” Erasmus also promised more local content in the near future, from territories including Zambia and Zimbabwe.


Maisha Magic Channel Head Margaret Mathore also revealed expansion plans for the East African powerhouse channel. “We have every intention to go hyper-local with Maisha Magic and plan to start channels for each market in East Africa,” she said. “We will be premiering exciting local content, like hip-hop and Bongo music show Mzooka, a powerful local drama series called Talaaka and celebrity cooking show, Jikoni na Marion. We will also be licensing content that is grown in the East African soil, because we have intentions to address the entertainment needs of East African viewers and develop the region’s film industry.”


“Our channel is only three months old, so we’re taking baby steps – but we’re also aggressive in our approach,” said Addiel Dzinoreva, Channel Head: Zambezi Magic. “In the next month, from October, you’ll be seeing about eight new shows on our schedule. From Zimbabwe, we have a talk show called Tonight With Zororo, from Zambia, a lifestyle magazine entertainment show called Kumwesu, a new Malawian drama series called Choices, and a comedy sketch show from Botswana, Situations,” he said. “In the near future, we’ll be commissioning movies from the SADC region, too.”


Erasmus closed the press conference with news of a larger continental footprint for Maisha Magic and Maisha Magic Bongo. “Based on questions we fielded earlier in the week, we have made the decision to open these two channels to the majority of Africa – all except Southern Africa, due to capacity limitations on the satellite. It’s great news that the rest of the continent will be exposed to top-quality East African content,” he said.


The MultiChoice Africa Content Showcase is a dynamic 5-day content extravaganza, which saw a host of DStv and GOtv’s biggest channels, including Sony, SuperSport, Zee World, A+E, Disney, MTV Base, BET, Comedy Central, BBC and M-Net previewing their latest and greatest content, soon to be seen across the video entertainment services provider’s platforms. To keep track of happenings at the MultiChoice Africa Content Showcase, follow @multichoice_africa on Instagram, @mcashowcase on Twitter, or via #OnlyTheBest.

Desmond Elliott, M-Net Regional Director: West Africa, Wangi Mba-Uzoukwu and Rita Dominic at the M-Net Local Content roundtable at the just concluded MultiChoice Content Showcase in Mauritius.
M-Net Regional Director: West Africa, Wangi Mba-Uzoukwu; Channel Head: Zambezi Magic, Addiel Dzinovera; Channel Head: Maisha Magic, Margaret Mathore; M-Net Regional Director: East and Southern Africa & Lusophone countries, Theo Erasmus and Larry Madowo ‎during the M-Net Local Content roundtable at the 2015 MultiChoice Content Showcase in Mauritius




Sally is the author of the Fish Brain series and Boys With Toys. She has written other online series like The Immortals’ Code, No heart Feelings, Novocaine Knights, To Tame a Virgin and In Pursuit of Kyenpia. She lives in Lagos with her husband and kids and loves the occasional bar lounging with friends. She blogs on or you can follow her on Twitter @NovocainKnights

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