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MEDIA STRATEGY

Two new television channels unveiled for Mozambique and Angola

By our News Team | 2022

Marketers wanting to target TV audiences in two Portuguese-speaking African countries now have two new options to consider.

Africa-based television broadcaster, MultiChoice, is growing its hyper-local offering with the launch of two new TV channels named Maningue Magic and Kwenda Magic. These are for audiences in Mozambique and Angola respectively. 

The new Portuguese-language channels show dramas, telenovelas, local versions of hit reality shows, comedies, dubbed international content and homegrown music on DStv and GOtv platforms. Both channels went live on Monday, 17 January.

“These channel launches are an exciting milestone for MultiChoice, and our hyperlocal strategy,” says Joao Ribeiro, channel head for both Kwenda Magic and Maningue Magic. 

“MultiChoice’s mission is to showcase Africa’s diverse, rich culture through our continent’s deep storytelling history. To have two new 24-hour channels in local languages, featuring locally produced content, provides an incredibly powerful platform to do this.”

Media Strategy

Photo by August de Richelieu from Pexels

Broadcaster grows its local content offering

Over the past 18 months, MultiChoice has grown its local content offering through several channel launches including Pearl Magic Prime, Akwaaba Magic and Abol TV in Uganda, Ghana, and Ethiopia, as well as hit international co-productions like Reyka and ongoing local productions such as the ever-popular Big Brother Naija.

According to a media statement from Multichoice, local content remains a core part of the group’s differentiation strategy. It produced an additional 2,692 hours of local content in 2021 (41% YoY growth). The combined MultiChoice local content library is now approaching 66 000 hours and represents 45% of total general entertainment content spend.

Speaking on the ongoing hyper-localisation and production of content across Africa, MultiChoice Africa CEO Fhulufhelo Badugela says: “When we develop local channels or produce local content, we aim to create a platform that reflects local culture, so audiences see themselves represented in the content they watch.

“Localisation goes beyond simply duplicating popular formats in a different language or with a different cast,” adds 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.”

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