Nigerian films are getting better – Multichoice MD

SEPTEMBER 13, 2013 

As Multichoice Nigeria marks its 20th anniversary, the Managing Director, John Ugbe, speaks on its role in the country’s entertainment industry, writes AKEEM LASISI

For John Ugbe, it seems a memorable time to be the managing director of Multichoice Nigeria. The owners of the satellite TV brand, DStv, is currently marking its 20th anniversary in Nigeria, with some programmes that include the unveiling of a logo designed by a young Nigerian, Kanso Ogbolu, who emerged through a competition.

Apart from being the first Nigerian to head the South African company, Ugbe is leading an organisation that is not only entrenched in the pay TV business, but operates with little or no competition in the media sub-sector. Observers would note that in an environment as big as Nigeria, that is the kind of dream any business owner will want to see become a reality.

This is complemented by the steady expansion of Multichoice’s programmes and products, especially in film and music. Its AfricaMagic,  has, for instance, given birth to AfricaMagic Yoruba, AfricaMagic Hausa and others. Ugo says the success of such channels is an evidence of the impact of Multichoice operations in Nigeria in the last 20 years.

During those years, one or two other pay TV companies came on stream. Among such, the ‘relationship’ between HiTv and DSTV has been, perhaps, the most memorable, as competition was heightened while it lasted. The rest has become history, now  that the former is rested. Recently again, Star Times emerged and targetted the same market. But the coming of DSTV/GoTv mobile has again brought more than sensation. Some people have noted that GoTv is the company’s response to Star Times.

As a result, such people say Multichoice so much cherishes monopoly that it has become allergic to competition. In an interview with our correspondent, however, Ugbe says this is a wrong impression.

“It is absolutely untrue,” he says. “Like every other business organisation, competition is always there. But we are always forward-looking in the sense that we continue to invest in the industry and entire environment we are operating. We invest in content, the brand, innovation, CSR and all. Our emphasis is on doing things that may not necessarily pay off today. It is important we do what we do very well. Twenty years ago, we knew where we wanted to be. In another 20 years, we have envisioned where we want to be. So, what people see as monopoly is the result of our concentration on what we do very well.”

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.

On what he considers Multichoice’s achievements in Nigeria, Ugbe notes that entertainment development is a key part of its business.

He adds, “Being able to bring world class entertainment to Nigeria, being able to take Nigerian entertainment to the rest of the world and being able to show the world a good story about Nigeria are significant.

“But we have been able to create jobs in Nigeria, providing directly and indirectly employment to over 7,000 Nigerians, also touching people’s lives helping through skill development and training; helping to build Nigerian businesses. We see ourselves as a development partner. We have been able to contribute our bit.  Our investment cuts across entertainment, sports and we have been able to develop Nigerian Premier League, which had really gone down but is now back to a good shape.”

On his being the first Nigerian to head the organisation, Ugbe concedes that it is a big responsibility, but says it is an opportunity to  again demonstrate the ‘can-do’ spirit of the typical Nigerian.

“I know I have a duty to ensure that only the best comes into my country. It is almost two years I have been there and there is a lot of improvement in our services. We have set very high standards for ourselves and we will continue to improve on our sub-service sector.

“We are trying to make it easier for people to access our service. Our distribution platform is growing, to ensure people don’t need to go far to get service around the corner.  The progress we are making is a testimony of what Nigerians can do. I believe that, as Nigerians, there is nothing we can’t achieve once we set our minds at it. Nigerians are excelling everywhere in the world. The company also believe in Nigerian people.”

Noting that the promos the company organises periodically allows more people to have access to its services and reward customers, Ugbe says Multichoice’s CSR cuts across the entertainment industry,  education and health – as in support for the Sickle Cell Foundation, skill development for film makers and musicians as well as the adoption of the Igbobi College, Lagos in the Lagos State Adopt a School project.