by Thinus Ferreira
MultiChoice's streamer Showmax sent the American online publication Deadline a general announcement on Tuesday about South African content - a general announcement which Showmax PR deliberately chose not to share with South Africa's media on Tuesday - about looking for South African and African content.
Showmax further has the audacity to claim that it supports local content - it just doesn't actually support local media.
Yolisa Phahle, now CEO of Showmax and Connected Video at MultiChoice, says that Showmax audiences prefer local content.
It hasn't yet dawned on MultiChoice or Showmax that that same audience also reads local news and publications dedicated to South Africa and Africa. Claiming "MultiChoice and Showmax support local" rings hollow when running to American media about news and announcement about South Africa and Africa "exclusively".
Showmax is now looking for pitches for 10 live-action films but is telling American media that - not South Africa's media or Ghana, Kenya or Nigeria. The films can be made in South Africa, Ghana, Kenya or Nigeria and must be done by a first-time director attached.
The pitching period closes 1 April 2023.
"Showmax audience prefers local content, with 7 of the 10 most-streamed titles in South Africa, 8 of the top 10 titles in Kenya and Nigeria, and 9 of the top 10 in Ghana last year being African," says Yolisa Phahle in a statement in the general pitching announcement, sent "exclusively" to Deadline.
"Making your first film is a key turning point in any director's career. So this brief is another way we are trying to empower local filmmakers to tell their own stories for their own communities in their own languages."
"We're looking for authentic stories that will resonate with our local audiences. Popular genres like romcoms, family dramas, and thrillers are always welcome."
