For Africa’s leading television executives, great content is about more than entertainment. It is about telling authentic stories that audiences recognise and touches their soul.
Nomsa Philiso, executive vice president: Content, Canal+ Africa and Dr Busola Tejumola, vice president: Content, Nigeria, at MultiChoice Group, say the future of African television lies in creative excellence, authentic storytelling and investing in the next generation of filmmakers.
While training academies can provide the technical foundation, Philiso and Tejumola, believe that successful filmmaking starts with stories that connect with people.
“The success of a show is resonance. It’s about meeting audiences where they are now, with content that reflects their world and speaks their language,” said Philiso.
Tejumola agrees that authenticity is central to creating compelling television.
“The most powerful productions don’t just entertain, they evoke emotion and reflect truth. Connection happens when a story feels real, when viewers see themselves, their aspirations, or their struggles reflected on screen,” said Tejumola.
Philiso and Tejumola are at the forefront of content strategy at MultiChoice, a CANAL+-owned company with a three-decade track record of producing African content and reaching more than 20 million households across the continent.
A crucial part of their role is deciding which stories have the potential to become quality television — and what separates a promising idea from a production that can capture the imagination of millions.
For Philiso, the starting point is whether a concept is both relevant to audiences and capable of being successfully brought to the screen.
“The question is always whether the concept being presented is something that will be fresh, relatable and exciting for our audiences - and whether the vision on paper can be executed on screen,” said Philiso.
That focus on quality begins at the commissioning stage, with production standards playing a critical role.
“To connect with its audience, a production must balance creative excellence with production quality and pacing that keeps audiences engaged from beginning to end. Ultimately, the question we ask is: ‘Does this story move people enough to make them talk about it, share it and come back for more?’” said Tejumola.
Helping emerging African filmmakers develop their creative and technical skills while creating commercially viable productions is the pan-African MultiChoice Talent Factory (MTF).
“We invest heavily in capacity building and mentorship through platforms like MTF. Our academies in Lusaka, Nairobi and Lagos are places where young filmmakers learn to express their cultural identity through world-class storytelling techniques,” said Tejumola.
The training is intended not only to turn creative passion into sustainable careers, but also to strengthen the wider African television and film industry.
Tejumola said creators should prioritise meaning and authenticity over fleeting trends.
“Whether it’s joy, pain, triumph, or struggle, audiences connect to honesty on screen. Don’t chase trends; chase meaning. Craft your story with care, ground it in real emotion and present it with excellence. If your story touches hearts, changes perceptions, or starts conversations, then you’ve succeeded,” she said.
Philiso said the MTF Academies provide young filmmakers with an opportunity to bridge the gap between classroom learning and the realities of professional production.
“The MTF Academies give emerging talent practical experience beyond their theoretical training, over the course of a 12-month programme.
"They also contribute to the second economy - graduates regularly go on to find jobs or start their own companies. MTF develops talent for MultiChoice, which develops the industry,” said Philiso.
For aspiring filmmakers, however, technical training is only part of the equation. At the heart of the television business is the ability to identify stories that matter and tell them in ways that resonate.
Philiso's advice to young creators is to do their research and stay close to their audience.
"Speak to people. Don’t sit in a corner and write in isolation. Understand what people want. We want to surprise audiences, but that comes from insights you only gain by engaging with the world around you,” said Philiso.
Philiso encourages emerging creators to observe their communities, transform those observations into compelling stories and take them to the right platforms.
“To the young creators you are the generation we’ve been waiting for. You hold the power to make stories matter and to make them connect. We’ll help you bring them to life. Come share your stories; the world is ready for you,” she said.
taschica.pillay@nationalmg.co.za