SCREEN AFRICA EXCLUSIVE: This year the Zanzibar
International Film Festival (ZIFF) hosted a forum on “The Challenge of Producing Local Content in the Processes of Digital Migration’. This was moderated by Wangeci
Murage, managing partner of Media Pros Africa, who shared with Screen Africa
some of her thoughts around addressing these issues.
Is there a formalised requirement for local production in countries which
have made the digital transition?
Whereas the Kenyan and Ugandan communications authorities demand 60 per cent
and 70 per cent local content quota respectively, Tanzanian channels provide for 80
per cent of local programming. The set timeframe to achieve this in Kenya (2015)
and Uganda (2018) is achievable but only if the local stations invest in local content
production and/or acquisition.
Why is generating local production proving to be such a challenge for
many African countries?
Globally, it is relatively more expensive to produce content than to license.
However most of the content produced in Africa targets a specific demographic thus
lowering its exportability. If the content cannot be monetised through distribution,
chances of its survival or development of new concepts is minimal. Lack of skills is
also another challenge. We do not have a sufficient number of film/media schools in
Africa. And the few that are available cannot guarantee job placements upon
completion as the industry is not well developed, hence the few that are trained in
production end up falling by the way side as there are fewer job opportunities
available. In addition, most African countries do not appreciate local productions as
much as international content. In Kenya for example, a Mexican telenovela will
receive higher ratings than a local production. It could be argued that international
content has more prominence due to the frequency/high volumes that the audience
can easily get accustomed to. Lack of financing also inhibits the amount or quality
of local productions generated.
In your opinion, how do countries overcome this challenge?
Meeting the local content quota prescribed by the communications authorities is a
good start. If broadcasters can allocate more airtime for local productions, then
content developers will be in a better position to produce more content at relatively
low prices. The higher the demand, the more the supply. Producers at the moment
are not able to develop as much content if the need is not available. Financially it
also costs more to produce one program than five for example because there are
better chances of monetising.
How viable is a content exchange between African countries?
Very viable and currently happening. There is a lot of content from West Africa on
the East African channels. The reverse is not the same however due to the amount
of content available in East Africa. It is important that content developers think of
distribution at the initial stages of production. Developing content that has the
ability to cross borders and can possibly be used on different media platforms
increases the chances of distribution.
What are some alternative ways countries could go about filling the
additional spectrum with high quality local content?
There are no alternative ways – broadcasters and content producers need to work
together to ensure that the channel and audience needs are met. Sponsors are
more willing to provide financial support towards content development however
they are more willing if the producer has broadcaster commitment. This assures the
sponsor of where and when the program will eventually be broadcast and the value
they will derive from it.
