Showmax isn’t trying to be an African version of global streaming platforms; it’s carving its own lane. That’s the message from Victor Aghahowa, Head of Production, West Africa at MultiChoice Africa, who says the platform has more African shows than anyone else.
“It’s not the platform; it’s the perception of the platform,” Aghahowa told a panel at NECLive 2025 on Friday, November 29. “We tend to downplay what’s ours. Showmax does one thing better than anyone: the depth of African programming available. There’s no streaming service that comes close.”
He highlighted just how much content Showmax releases; he said what is released on a weekly basis surpasses the annual output of any other streaming service. “Do your research and prove me wrong,” he challenged.
For Aghahowa, the platform isn’t about shaping but presenting African content, and currently the platform is refocusing on how it's presented. “We already have the how of pipelining the shows onto the service; it's getting the service foremost into the minds of people that's our main focus.”
On the question of how African stories can compete on the global stage, he did not mince words. “People look down on local productions because they think the production value isn’t there. But the market only pays what the market can bear.” His approach is incremental growth: start small, scale bigger. “That’s how billion-dollar stories are made,” he said.
Collaboration, he adds, is key to industry growth. “If someone makes something great on the international scale, that is good for them, but that doesn’t mean that the industry has moved forward. Until anyone can walk that ladder, that’s when we can all grow together,” Aghahowa said.
#NollywoodTimes
#VictorAghahowa
#Showmax
#AfricanContent
No comments:
Post a Comment