Statistics tell us that the film and audiovisual industry in Nigeria generates substantial
employment, billions in revenue, and contributes significantly to the GDP, which is a
measure of a country’s economic output.
Africa Magic is one of the key contributors to the film and TV landscape in Nigeria, with over
thousands of hours of content produced and acquired. The platform’s continued direct and
indirect investment in filmmaking is impressive, benefiting numerous production companies
including March 31 Media.
Starting out as a single channel in 2003, Africa Magic has grown to seven channels, giving an opportunity for filmmakers to show off their artistic expressions and celebrate the diversity of Nigerian languages
through commissioning and acquiring content with broadcast languages in Yoruba, Igbo, Hausa, Pidgin etc.
How does Africa Magic’s investment in film and TV production impact the economy?
1 – Revenue Generation/Job Opportunities For Creatives On-Screen And Behind The Camera.
The Nigerian film and audiovisual industry has grown significantly over the years,
contributing to job opportunities and economic development. According to data from the
National Bureau of Statistics (NBS), the Nollywood industry, of which Africa Magic plays a
significant role, was estimated to have contributed about 2.3% to Nigeria’s GDP in 2016,
which is over 200 billion Naira. Nollywood is one of the largest film industries in the world in
terms of the number of films produced, and it provides employment to a large number of
actors, directors, producers, and supporting staff. Africa Magic continues to give industry
creatives the funding and platform required to thrive.
2 – Social Impact and Cultural Representation.
With Africa Magic commissioning content such as Ajoche (its first fully epic 260-episode
series) and Itura (an epic drama series), there is more cultural representation on our screens.
The inclusion of various Nigerian languages and cultures in Africa Magic’s content, and
dedicated channels to some of Nigeria’s most popular ones: Yoruba, Igbo and Hausa, not
only enriches the viewing experience but also preserves and promotes Nigeria’s diverse
cultural heritage.
According to a report by the Nigerian Film Corporation, the use of local languages in
Nollywood films has contributed to the preservation of Nigerian languages and cultural
traditions, making it a powerful tool for cultural expression.
3 – Industry Growth and Training Ground:
Africa Magic’s commitment to industry growth is evident through its capacity-building
initiatives. For example, the Multichoice Talent Factory, launched in 2018, has provided
training and mentorship to emerging filmmakers as well as relevant masterclasses. Africa
Magic has shown serious commitment to industry growth, and not just paid lip service to it.
Also, Africa Magic is very particular about quality control of content and this has continued
to raise the standards in our filmmaking process and workflows.
The impact of such programs is seen in the growth of Nollywood. The Nigerian film industry
produced over 2,500 films in 2019, generating revenue of about 15 billion Naira. It’s
noteworthy that many successful actors and filmmakers, including those associated with
March 31 Media, have emerged from Africa Magic’s platforms.
4 – Global Recognition and Economic Impact.
Africa Magic and Showmax’s efforts to project Nigerian content to global markets, have
contributed to the industry’s international recognition. Nollywood, as a whole, has gained
global prominence.
The international appeal of Nollywood also has the potential attract foreign investments and
boost tourism. Tourists and film enthusiasts often visit Nigeria to explore the locations and
culture depicted in Nollywood movies, providing a positive impact on the tourism industry.
These points above highlight some of the significant economic, cultural, and global impact
of Africa Magic’s investments in the Nigerian film and TV industry, benefiting not only the
industry but the nation as a whole.
We at March 31 Media are incredibly proud to celebrate the 20th anniversary of this giant
platform, Africa Magic.
We wish them many more years of entertaining and inspiring African content and stories.
May the switch never go off.