It is 30 years since MultiChoice Africa and the Zambia National Broadcasting Corporation (ZNBC) joined forces to launch MultiChoice Zambia, Zambia’s first satellite TV service. The guiding sentiment of the deal was “We’re better together”, and that would become the guiding principle of the private-public partnership that would go on to become a national success story.
Today, MultiChoice Zambia has not only earned itself a reputation as the country’s most beloved storyteller but is also fuelling the country’s economy in other ways. The company has 350 Zambian employees across its four branches, as well as 206 accredited installers, 65 agents and 385 direct sales representatives.
The company is built on three products. Those are DStv, a service offered through a satellite-based pay television service, GOtv, provided through the GOtv Zambia Ltd subsidiary, which is a pay TV service that uses digital terrestrial technology, and Showmax, an Over the Top service similar to the video-on-demand service found in other markets.
However, MultiChoice Zambia is in the entertainment sector, so these platforms are only as worthwhile as the content they have to offer. To provide the content that people want, first of all, MultiChoice has an extensive football offering, an extremely popular game in Zambia.
“We are a footballing country. We love football and we have a strong MTN Super League,” says Leah Kooma, Managing Director at Multichoice Zambia. “We have been able to bring it to Zambian audiences through DStv and GOtv. We are beaming over 100 games, and that puts a MultiChoice Zambia, through our channels, on top of the list in terms of what we can offer.”
But that is only the beginning.
“We have a very strong local creative industry in this country, and that is something we have been able to show our customers through the platform Zambezi Magic,” Kooma shares.
Built on Stories
Zambezi Magic is a channel catering to southern Africa, with Zambia serving as the predominant producer of content for the channel.
“There is a huge appetite for local content in Zambia, and we have been able to drive and feed that,” Kooma tells us.
That content includes Mpali, one of Zambezi Magic’s biggest shows, currently in its seventh season, about a polygamist. It showcases the drama, intrigue, scandals and family moments around his life with his various wives and children.
“That show is a favourite for a lot of Zambians, and it is also watched in Zimbabwe and other African countries. It has even been translated into Swahili,” says Kooma. “We also have Zuba, which in English means sunshine, a story about a young lady called Zuba going from being a village girl to a town girl, with other stories entwined around that. That has gone onto its eighth season. The relatability is the selling point because of the local and cultural dynamics these shows bring.”
These successful dramas are shown alongside reality shows, music, and a range of other entertainment, as well as shows from the wider region such as Shaka Ilembe, a drama based on the rise of Shaka Zulu.
“Zambians enjoy not just Zambian content but regional content from the southern region,” Kooma tells us.
MultiChoice also offers premium US content available within 24 hours of its release in its home country.
It is not just about the content itself, however, but how it is delivered.
“We are right at the front in terms of extra digital services and offering real value to customers,” Kooma says. “We are providing a linear platform, but unlike our competitors, we offer the same services through streaming. Customers can interface with us through apps, handling their own queries and managing their subscriptions across our streaming services and through Android and the app store.”
Fuelling Creativity
But, to generate the local content that MultiChoice Zambia is built on, it needs to nurture the kinds of creative talent that can bring those stories to life.
“MultiChoice is a creative business, so when it comes to recruiting talent, we aim to get the best,” Kooma says. “We are happy with the complement we have, and as we keep advancing our technological capabilities, we are able to continue to attract the best talent for the business.”
MultiChoice Zambia attracts and nurtures that talent through the MultiChoice Talent Factory, helping to develop talent wherever it comes from. It is a project Kooma is passionate about.
“It is a fully sponsored one year program, certified by the University of Zambia and backed by trainers from all parts of the world,” Kooma says. “It is a way of giving opportunities to people from vulnerable backgrounds.”
The scheme has given opportunities to people from low income households who might not otherwise have access to careers in the creative industries. There are people who have started out on internships and gone on to run their own production companies.
“It is a social investment that is sustainable, producing and creating jobs, spreading and enhancing storytelling and Zambian culture,” Kooma says.
It is not just about social investment. Time and again we have seen that the artistic sector benefits from having a diverse range of voices.
“We are very excited about the growth and opportunities we are seeing,” Kooma says. “As the country migrates towards affordable data, we are taking advantage of that and moving our products and services into the digital sphere.”
“I think the future is bright,” Kooma adds. “Telling stories is what we do and has always been part of African culture. We see more African stories being told, and there is a lot of potential to tell more. We are investing in local content and social investment. The MultiChoice Talent Factory upskills and trains young people as well as those already in the industry, showing them how to tell stories and make films. It offers opportunities for those across southern Africa, allowing them to benefit from the best of Zambian expertise, the New York Film Academy, Hollywood, Bollywood, and more. We are excited for the future of African storytelling.”
MultiChoice Zambia has succeeded in creating a value chain for the country through the local content creative industry. Zambezi Magic has worked with 20 production houses across the country, creating employment for a large number of people from diverse backgrounds.
“It is not just about the faces on TV, but also the whole value chain behind the scenes, from scriptwriters to editors, cameramen, video editors and sound technicians,” says Kooma. “There is logistics, the clothing the actors wear, the make-up. It goes beyond the creative industry. These production houses have to rent and hire out venues to shoot at, and we need to hire security and health professionals. We create work and benefits for many Zambians in a range of industries. It goes beyond the film sets.”
