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Africa is moving beyond being just a consumer of global media content, with industry leaders saying the continent is now focused on creating, monetizing, and distributing its own stories at home and abroad.
A panel of experts including MTN Group General Manager for Digital Services, Marketing and Strategy Rolivhuwa Maluma, Canal+ Rwanda CEO Sophie Sandra Tchatchoua, and Wi-flix co-founder and CEO Louis Manu said Africa is increasingly asserting itself as a content creator in its own right.
Maluma said MTN aims to leverage its regional network infrastructure to empower local creators and platform providers. “We believe there is a big opportunity that we can unlock as Africans for Africans,” he said, noting the company’s plans to collaborate with investors and creative professionals to boost digital entertainment, gaming, and music “the soul of the continent.”
Tchatchoua said Canal+ is equally focused on helping Africans tell their own stories on both domestic and global stages. “We are investing in local production and building skills,” she said, adding that Canal+ operates about 70 channels that serve as platforms for African talent. The broadcaster is also developing a media and entertainment hub to strengthen Africa’s global voice.
For Manu, Africa’s creative industry has already made remarkable progress. “Africa has turned into a global content powerhouse,” he said. However, he cautioned that challenges persist in monetization, infrastructure, intellectual property protection, and global distribution.
Manu noted that mobile technology continues to play a critical role in content consumption.
“Phones are Africans’ cinemas and TVs,” he said, explaining that Wi-flix is partnering with major operators to distribute African films and series across multiple countries.
Despite the progress, Manu said African content is still often viewed as niche. “We need to stop seeing African content as niche and start positioning our content as massively universal,” he said.
All three leaders agreed collaboration is key. By building networks among creators, operators, and investors, they believe Africa can expand its cultural influence and ensure its stories reach audiences worldwide.
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