Seed Entertainment in Johannesburg is an independent distribution company in Africa.
Headed by CEO Buli Maliza, the company distributes feature films, documentaries,
music specials, drama series and reality programming. This year the company will
feature prominently from 6 to 8 November at DISCOP AFRICA.
Buli Maliza says that Seed Entertainment has expanded its business reach since the
company’s inception in 2004. “When I started the company Seed Entertainment initial
focus was on television, then DVD, theatre, etc.,’ says Maliza. “Now the industry has
evolved and you have to evolve as well. IPTV, mobile streaming is now here…’
When Maliza started distribution she was the only black female in the business in
Africa. “Over the years I’ve seen one or two female entrepreneurs who wanted help
and that is when I realised I was making inroads in the industry. That is when I knew
I’d made a difference to other women’s lives.’
Maliza travels extensively in Africa and internationally. “If I want to sell content I
have to hop on a plane and go to Nigeria, Ghana, the DRC and Namibia; wherever I
am required to travel, nationally and internationally.’
At the moment Maliza is learning about the airline business and the opportunities
that exist in that market. “In 2005 I first dealt with South African Airways, supplying
content via a UK-based company.’
Seed Entertainment was represented at DISCOP 2012 for the first time and Maliza
mentions that the experience was positive, one which prompted her to take a double
stand at DISCOP 2013.
“Last year at DISCOP I met a lot of industry people and made good contacts with
visitors from different parts of the world. This year I want to focus more on making
sales and doing business. I see this as a challenge and I don’t run away from
challenges.’
She also has high hopes for a children’s programme that she wants to introduce to
the African market. “I think it is going to do sensationally well. When I source content
I use my background in marketing and advertising to guide me. I used to acquire
content for television and that is how I look at things when I am buying – as a
marketer and an advertiser.
“I ask myself questions such as how I would market content in order to increase
ratings, how I would be able to attract revenue through this product, if I was an
advertiser what would appeal to me? I look at everything holistically, which is why my
content performs wherever it is placed.
“We are really excited about our content this year at DISCOP. We have so much to
offer, from the Robert Redford production Iconoclasts to the documentary Murder on
Honeymoon to documentaries on Kim Kardashian and Beyonce.
“There will also be music offerings featuring artists like Justin Bieber, Rihanna and Lil
Wayne.
“I’m bringing more music, children’s programmes and reality television to DISCOP.
Nobody thought reality television would stay, we thought it was just a phase, but it
is growing tremendously.’
As American programming determines trends, Maliza looks at how content performs in
the domestic market in the US. “You have to keep up with markets and trends.
Reality shows are on the rise while the soaps are on the decline.
“We have exceptional offerings of Joan & Melissa: Joan Knows Best?, You’re Cut Off
and Beverly’s Full House.
“Then there are talk shows such as Iyanla Fix My Life, which debuted with
unprecedented ratings on OWN, comedy series Life’s Too Short featuring Johnny
Depp, Liam Neeson and Sting, produced by Rick. It is hilarious, imagine Johnny Depp
in comedy.’
Maliza is excited about distribution in Africa. “In terms of the African market we are
experiencing thrilling times as broadcasters are launching more channels than before.
People used to think there was nothing happening in Africa, but that is certainly not
the case anymore.
“Now is the time for Africa and Africans,’ she says.
In terms of Seed Entertainment’s growth in the industry, Maliza has high hopes for
the future.
“I see how the company evolves every day. The registered name I used was “Harvest
Consultancy’. But I am trading as Seed Entertainment as I am planting seeds
everywhere. When I consult clients I see myself planting seeds so they can harvest
them.
“My catalogue isn’t huge but I have “oysters’. At some stage I might get to a point
where I will use the word “harvest’ as a business name, but at the moment I am still
sowing seeds,’ Maliza concludes.
