It’s a small world as working on the continent is now a fairly common occurrence as more and more companies expand into Africa.
MTV Base, a pan African channel that reaches more than 95 million homes daily, is a good example of expansion.
“Part of the channel’s content is drawn from MTV International,’ says MTV Networks Africa marketing manager Bianca Miles. “However, we also produce content specifically for MTVNA and refer to it as Africa Re-imagined. This content must translate to many ethnic groups, languages and cultures and is packaged in a manner that unites the continent as well as the rest of the world through African experiences, music and lifestyles.
“I believe that this is something that any content creator needs to embrace – to think beyond one’s borders and social assumptions. In the broadcast environment content needs longevity so the challenge is to make fresh and appealing programming that meets international standards of excellence and does not date.’
Miles’ main job functions include marketing, events, consumer and trade marketing. “On a daily basis I need to stay abreast of what’s going out to and coming in from our millions of viewers in the digital space. Working across Africa is exciting and challenging. The evolving landscape is changing South African presumptions about Africa and how we deal with clients on the continent and how we service their local industries. In my experience the principles of business in Africa are based, to an extent, on a system of honour and of course cash is king.’
Asked about the challenges of operating in Africa, Miles responds: “I think the main challenge is to understand the landscape in relation to content and how it translates to that market. Research shows that the appreciation of content in certain African markets is not as we understand it in South Africa where there is a definite palate for international stories that we can connect with as consumers. Nigerians, for example, strongly support narratives from their countrymen. You also have to take note of religious sects which means content creators need to know their audiences before they create and deliver.’
Miles believes that Africa has great potential. “The opportunities to penetrate the various markets and leave a significant impression are certainly there and it’s really up to the creatives in the film and television industry to make this cognitive switch and create accordingly.
“Films like Viva Riva!, which recently took the first ever MTV Movie Award for Best African Film, is a case in point. As much as the film remains true to its Congolese aesthetic, it is very accessible and can translate beyond borders.’
Miles is South African and was formerly with Ster-Kinekor Distribution. She applied for the MTVNA post when she heard about the job from a friend.
“After four interviews and numerous presentations, I got the job. The highlights are endless, from working on new sponsored projects to meeting an abundance of creative minds,’ she says.
SCREENAFRICA Print Magazine – November 2011 (view here)
