Promoting local movies on DStv

MultiChoice Africa has this year introduced a new corporate social value initiative called MultiChoice Talent Factory (MTF). It is aimed at developing emerging TV and film talent while simultaneously promoting the growth of local content production. Malawi is being represented by Chimwemwe Mkwezalamba and Jonathan Kapumba at this inaugural MTF alongside 18 other young men and women from across Africa. Our reporter BRIAN ITAI, caught up with MultiChoice Malawi general manager Gus Banda and here are the excerpts.

Q

: What was the criteria for selecting the two Malawian representatives for the MultiChoice Talent Factory in Zambia?

A

: There were three steps. The first step was to apply at our corporate office and once they did that they were vetted. The second part was to go through interviews at our regional office and once that was done they then had local interviews with our regional partners. A team which also comprised our director came and selected eight individuals to make a final selection from that lot. After further examinations, the two were then selected.

Q

: What does MultiChoice want to achieve through this Talent Factory?

A

: MultiChoice platforms showcase a number of movies coming from across the world. We are an African business and we in Malawi  also support the MultiChoice Talent Factory for one simple reason. We want to be able to tell our story as the Warm Heart of Africa. And we are really passionate about that because we would like to see us talk about who we are as a people. Our story told from our perspective. This young man and woman will come back and join the local film industry and help in promoting that agenda.

Q

: As one of the key stakeholders in the movie industry, what is your impression of the local film industry?

A

: I can tell you this much. It is very promising. You look at Shemu Joyah and what he has produced. You look at the quality of some of our actors and actresses that have been nominated in various awards. There is just too much potential. It is the same story across the country. The potential is there. It is up to us as a country to find ways and means to bring this to the fore and show the world that we are also a country to reckon with.

Q

: The main challenge that the local filmmakers have faced is to generate interest on the market for the content they produce. What is your role in trying to help the local filmmakers in that regard?

A

: One of the things that we have done already is an orientation workshop that we had with the local film players. Now we realise that we have to do that again with our colleagues from Zambezi Movie Magic channel. We want to take them through the entire value chain so that they begin to understand issues to do with risk, returns and investment, quality work and be able to train them so that they have a clear understanding beyond the acting and the filming. Also to take them through other things that potential investors are interested in.

Furthermore we will showcase Shemu Joyah’s movie The Road To Sunrise and invite stakeholders, potential investors and subscribers to come and actually see what a son of Malawi has actually produced. We want to give Joyah the platform that he so desperately needs and deserves from us as Malawians.

Q

: How difficult is it to have the locally generated content find its way on the various MultiChoice platforms?

A

: I can tell you it is not easy. Because the demands in terms of quality are very high but having said that that is why we are talking about the workshops to allow them see the processes they have to go through.

The demands in quality are high for obvious reasons. MultiChoice is a producer of quality. That is why we are drilling them so that we enable the local producers to meet that criterion.

Q

: So can we conclude to say the local producers are not well oriented on the demands that you look for?

A

: Not all of them are. Some are conversant with the processes. We want to play a role of making sure that all of them are at the same level.

Q

: Are you also going to take the step in helping Shemu Joyah market his movie?

A

: The discussions with Shemu are in the early stages but what we will be looking at is to market the screening sessions in Lilongwe. Over and above that we will walk with him and look at finding areas and avenues that he feels we can participate in.

Q

: The huge risk of piracy has held back many potential investors and partners to commit themselves to helping the players in the industry. Are we coming close to coming up with a strategy that will cushion this risk?

A

: I do not think we have. And that is because all the stakeholders such as the Copyright Society of Malawi (Cosoma), the film industry and ourselves need to come together and look at how best we can all work together to deal with this terrible problem. That is yet to happen and there is quiet some work which needs to be done. n