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Local production challenges in Africa --
Wed, 02 Sep 2015 09:38
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SCREEN AFRICA EXCLUSIVE: This year the Zanzibar International Film Festival 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.
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