Pan-African entertainment company
The group’s long-established hyperlocal strategy is a multi-pronged, hybrid approach combining local content acquisition, local production, and the development of local content through international production partnerships.
The new Portuguese-language channels will show dramas, telenovelas, local versions of hit reality shows, hilarious comedies, dubbed international content and homegrown music on DStv and GOtv platforms when the channels go live on Monday, 17 January.
"These channel launches are an exciting milestone for
Over the past 18 months,
Local content remains a core part of the group’s differentiation strategy. The group produced an additional 2692 hours of local content in 2021 (41% YoY growth). The combined
Despite this proportion being in line with local-content targets, the group plans to increase local-content investment even further. Ribeiro says the new channels are already proving a significant boost to the production industries in both countries.
"Until now, independent producers had few outlets for their work and had to act on many levels, struggling to get budgets, and to have their content shown," says Ribeiro. "With our channels requiring content 24 hours a day, we can now invite local producers to pitch ideas, to commission and develop projects, and to pay fair, market-related rates for work."
"By investing in the industry, we are creating opportunities for local talent, telling local stories, and adding to the stability of the industry. We are committed to growing the industry in countries where we operate, and to deliver content that resonates with our viewers," says Ribeiro.
Ribeiro says that in the months
"We are commissioning work from established producers as well as smaller companies across the continent while also creating opportunities for alumni of the
Speaking on the ongoing hyperlocalisation and production of content across
"Localisation goes beyond simply duplicating popular formats in a different language or with a different cast," says Badugela. "It’s about incorporating a country’s social, gender and religious conventions, as well pop-culture trends like music, influencers and celebrities into stories. This is what makes our hyperlocal strategy unique and exciting."
Highlights of the offerings on Maningue Magic include the telenovela Maida, about a naïve teenager who leaves the countryside for the big city; proudly Mozambican music show Estação do Boss; Date My Family Moçambique, a local version of the hit reality dating show. The Influencer, an Mozambican original series will tell the story of a girl pursuing a dream to be an Digital Influencer who end on a network of drugs and prostitution. Top+, will showcase famous’s artists and personalities from
On Kwenda Magic, flagship shows include O Rio, an Angolan adaptation of popular 1Magic telenovela The River; Makongo, a new drama about a young man’s life in
Distributed by
© African Press Organization, source