Set against the backdrop of South Africa's local taxi industry, it's not just the story inside its prime time soap Isibaya on Mzansi Magic (DStv 161) that is speedings along at a rapid pace - it's MultiChoice itself as well, with the pay-TV operator that is ramping up and expanding the scope of its local production capacity and local TV storytelling.
Listed since the end of February, the MultiChoice Group that is facing ever-increasing competition from global video streaming services and other broadcasters for its DStv, GOtv and Showmax pay-TV brands in South Africa and across sub-Saharan Africa, is charging full-steam ahead with established local, homegrown shows like Isibaya in South Africa, as well as looking to commission even more locally produced series in Kenya in East Africa and Nigeria in West Africa.
While for viewers watching Isibaya it'sall about drama and entertainment, for MultiChoice it's about business - remaining relevant in a rapidly changing video entertainment market while growing and expanding the local entertainment and TV industry while investing in more new voices.
While DStv subscribers watch international drama series like HBO's Game of Thrones on M-Net (DStv 101) - an American series that was predominantly filmed in Ireland that meant thousands of new job opportunities and a massive capital injection in Ireland's film and TV industry - MultiChoice is hard at work at trying to do the same for South Africa and the African continent.
A show like Isibaya is brought to life every day by literally hundreds of people besides just the actors and who are working behind-the-scenes; people who work behind the lens but who are part of building South Africa's vibrant and expanding TV biz.
"I am a storyteller and I want the audience to feel what I am feeling whilst they are watching our show," says Menzi Ngubane, who appears in Isibaya in the role of Judas. "I want them to feel the raw emotion and be engulphed in the entertainment that we are bringing into their homes".
Sayitsheni Mdakhi plays Saddam in Isibaya produced by The Bomb Shelter. He landed his first starring role in 2016 and today is working as a writer and a producer in the South African entertainment industry.
"The entertainment industry is evolving and customers are changing what they watch, when they watch it and how they watch it. It is up to us, as actors, to notice changes in viewing behaviour and bring the best TV to viewers' lounge," he says.
The Isiyaba cast and crew say their aim is to convey the realities and passions of modern-day South African viewers - balancing escapism and realism in the story that they produce and bring into the lives of ordinary South Africans, whilst providing riveting entertainment.
"We are committed to creating these platforms for storytelling and to making opportunities available for more actors and a wider audience as increased local content is a key driver of increased viewership," says Yolisa Phahle, the head of general entertainment for the MultiChoice Group.
"We have invested substantially into locally-produced content and understand that economic times are tough in South Africa, and that our customers are under pressure to make every cent they spend count".
"That's why we're making every effort to ensure DStv remains as affordable and accessible and our viewers get the best entertainment experience – the best local stories through series and movies," she says.
MultiChoice through its set of M-Net and SuperSport channels produces over 4 500 hours of local content per year, working with local production companies in South Africa and across the African continent, using production companies, production facilities and 10 studios across Africa stretching from Cape Town in South Africa to Lagos in Nigeria where the upcoming new season of Big Brother Naija will be filmed.
"As actors and being a part of an award-winning show, re-energizes everyone to want to do more and perform better and excel further than we thought possible," says Abdul Khoza, another of the Isibaya actors.
"This is one of the biggest sets that we have in South Africa and one of the best productions in Africa".
MultiChoice now has over 40 000 hours of local content in its library and spends over R2.5 billion on local productions per year.
