Nollywood Experiencing the Same Revolution as Hollywood Used To – Media Boss

John Ugbe, the Managing Director of Multichoice Nigeria Company which celebrates its 20th anniversary, has spoken on its role in the country’s entertainment industry.

Multichoice’s programmes and products, especially in film and music, have expanded rapidly in the last years. Its AfricaMagic, has, for instance, given birth to AfricaMagic Yoruba, AfricaMagic Hausa and others. Mr. Ugbe says the success of such channels is an evidence of the impact of Multichoice operations in Nigeria in the last 20 years.

Mr. Ugbe is particularly excited about what he calls the progress of DSTV’s indigenous language-oriented programmes. According to him, a channel such as AfricaMagic Yoruba gives the company an opportunity to promote the language globally.

He explains, “We have given people what they want to see. The channels contribute to the development of the local languages. That is why we are happy that  all over Africa  we have some people who can say one word or the other in Yoruba.

“If you look at Africa as a whole, there is more of appreciation of the Nigerian culture. For AfricaMagic Yoruba, you won’t know the real impact until you go to other African countries and someone speaks a few words in Yoruba Language. You won’t appreciate the worth of the Yoruba content we have until someone speaks to you in the language. That was why we resolved when we started that we were not only going to bring foreign programmes to Nigeria but we would also develop very strong Nigerian content, which has made the industries in Nigeria, the music industry and Nollywood to grow because of the ability to reach outside the border of Nigeria. Today, Nigerian artistes are big everywhere because people have the opportunity to appreciate what they do.”

On the complaints that some of the films shown on its channels depict negative values, the MD notes that part of the reality on ground is that, at times, you have to buy what is available.

“But it is also important to note that the Nigerian movie scene is changing generally. We have seen bigger and better productions, just as the quality of many of the stories is improving. Every industry matures. Hollywood experienced the same evolution. So, as the country develops, the industry will wax stronger in different areas,” he says.