African content creators should be empowered with skills to tell African stories, says MultiChoice content strategy boss Georginah Machiridza.

by Thinus Ferreira

As a buffer against the video ocean of Western streaming content now flooding Africa, the African continent's content creators should be empowered with the skills to tell African stories.

So says Georginah Machiridza, MultiChoice's head of content strategy and third party channels and who is now heading up the Randburg pay-TV operator's balancing act and ongoing efforts in commissioning, curating and funnelling content from dozens of sources globally and locally to DStv subscribers in South Africa and across sub-Saharan Africa. 

"We're all aware of how rapidly the media landscape is changing," says Georginah Machiridza, sharing her opinion as Netflix, Amazon Prime Video, AppleTV+ and others are flooding Africa with their offerings where Disney+ has now also launched in South Africa last week, and as consumers now share their available time not just between watching TV and consuming video content and social media, but even making and sharing their own content on platforms like TikTok.

"Audiences have been migrating to digital and online channels for more than a decade, and even established media such as broadcast, film, and radio are using hybrid platforms that reach audiences across multiple channels," she says.

"A modern media company would likely use a combination of broadcast media, social media, written content, video clips, as well as animation and physical activations to share content and market their brand."

"This constantly evolving media terrain requires a diverse range of skills. Storytelling lies at the heart of most media messaging, but specific technical knowledge is required to translate compelling stories for every channel."

"Writing, cinematography, video editing, TV, radio and online presenting, animation, coding and content management are just some of the specialised skills of the modern media landscape – many of which are evolving in real-time as their respective media fields develop."

"Africa is at the coalface of these developments," says Georginah Machiridza. "New media provides enormous opportunities to reach more of our people, with more compelling content, and to do it more efficiently and cost-effectively."

"The challenge, though, is that we must continue to tell African stories, even while many technology innovations and Big Tech companies originate outside Africa. Digital media evolution comes with a very real threat of cultural imperialism."

"The solution to avoiding this Western cultural hegemony is twofold. Firstly, we must empower African content creators with the skills to tell African stories. Secondly, we must create viable, profitable markets for African content, and grow demand for that content."

"Fortunately, Africa has long been a hub of creativity and innovation. We have found our voice in the digital economy, and there are many creators telling African stories for African, as well as global audiences."

"These include people like Kenyan comedienne Elsa Majimbo, Ghanaian internet personality Wode Maya, Ghanaian visual artist Prince Gyasi, Kenyan journalist Brian Otieno, South African illustrator and artist Slaying Goliath, SA comic Donovan Goliath and others. These innovators are Expressing Africa through compelling content using digital and social media platforms."

Investing in authentic African stories

"African media platforms such as DStv and Showmax are also enabling this trend," says Georginah Machiridza, "creating platforms across the continent tailor-made to showcase African stories for audiences hungry for stories about themselves and their culture."

In 2018, M-Net and MultiChoice spent R2.5 billion developing local movies and series and bringing them to screens across Africa.

"By investing in original productions of authentic stories and talent across the continent, M-Net is helping to launch acting, writing and filmmaking careers, both locally and internationally."

In Ethiopia, the MultiChoice channel Abol TV provides premium, 100% Ethiopian general entertainment 24 hours a day, she says.

In Uganda, Pearl Magic provides a similar offering, while in Nigeria, MultiChoice Nigeria and Africa Magic provide channels in Igbo, Yoruba and Hausa.

"Customised hyperlocal MultiChoice offerings are also available in Ghana, Angola, Mozambique and Kenya and a third party channel launching in Zimbabwe recently."

Georginah Machiridza says emerging platforms – whether broadcast, streaming or digital – have created enormous opportunities for African media workers and content creators.

"Creating the skills that enable young creatives to grasp these opportunities is the other way Africa will find its voice in the digital era."

"Helping to provide this, by building a pipeline of skilled African content professionals is the MultiChoice Talent Factory (MTF).

"The MTF plays a critical role in building and strengthening the TV and film industry across Africa, and was born out of a need to solve for representation, local content, and higher production quality and value."

"MTF is a shared-value platform and strives to be Africa’s leading training ground for content creators."

She explains that MTF Masterclasses give working film and television professionals and those who aspire to be content creators exclusive access to practical, industry expert-led skills workshops, where they interact and learn from the best in Africa and the world.

The online portal already has more than 40 000 registered users who have access to a growing library of masterclass content.

"These initiatives are all part of Africa's cultural and technological resurgence, creating opportunities and building capacity, allowing Africa's creative output to stand proud on the world stage."