I have often wondered why Multichoice did not name their Africa Magic channel, “Nigeria Magic”
The reason is very obvious to any observer: most of the content aired on Africa Magic is either from Nigeria or by Nigerians. Not that I have anything against Nigeria and its people but I know the content could be much more diverse. After all, Africa is a continent of 54 countries and there is a wide variety of content to feature.
At long last, I saw an admission from Multichoice that its content on Africa Magic was primarily from West Africa and this is why they are launching a new channel named: “Africa Magic Plus” on channel 115. Though I wonder why Plus since Africa Magic Plus will not be a premium channel nor necessarily an improvement of Africa Magic.
From June this year, DStv viewers will get more great African programming when M-Net launches its newest channel AFRICAMAGIC PLUS.
Focused on programming from East and Southern Africa, the launch of AFRICAMAGIC PLUS follows the success of the first AfricaMagic channel, which is and will continue to be primarily focused on content from West Africa.
AfricaMagic launched in 2003 and since then, the channel has quickly become a buzzword on the continent.
It’s widely popular with DStv audiences for its mix of African movies, series, talk-shows and specials, all made in Africa for Africa.
The result has been a growing audience demand that will be met with the start of AFRICAMAGIC PLUS.
Already the channel’s first month line-up is packed with content from Botswana, Kenya, Tanzania, Uganda, Zambia and Zimbabwe, encompassing everything from comedy and drama to romance and adventure.
For M-Net Director of Operations for sub-Saharan Africa Joseph Hundah AFRICAMAGIC PLUS symbolises growth and action.
“AfricaMagic was the very first channel of its kind anywhere on the continent and it has proven, every day since it began, that African audiences embrace African stories. With AFRICAMAGIC PLUS, we aim to partner with producers in East and Southern Africa and to offer an additional African focused channel.”
In the past few weeks also, they had launched another new channel Magic World that appears to be catering for a wider audience with much more diversified African content including classic Francophone films from Senegal, Guinea and other francophone countries. Of course, the films are subtitled in English. Some of the programmes from Africa Magic have been moved to Magic World.
One might wonder, why is Multichoice scrambling to get better by the day? The reason is simple: competition. Once upon a time, Multichoice’s DSTV was a monopoly in sub-Saharan Africa, offering Direct-to-home digital satellite broadcast to the rich and powerful in Africa. Not any more. Multichoice is now offering different bouquets to cater for a wide market segment: DSTV EasyView, DSTV Family, DSTV Compact, and DSTV Premium. They even have DSTV Select, for select mobile phones in Nigeria, Namibia and Kenya.
Where is the competition from? GTV, HiTV Nigeria, MyTV Africa, soon-to-be launched DaarSat and the free-to-air channels (popular in North Africa) available on various satellites hovering over our continent Africa.