MultiChoice Stands Firm with AMVCA Despite Economic Headwinds

In the face of Nigeria’s challenging economic landscape, MultiChoice continues to demonstrate its commitment to the African creative industry by forging ahead with the 11th edition of the Africa Magic Viewers’ Choice Awards (AMVCA). This persistence stands in stark contrast to the retreat of other major players in the entertainment sector.

As Nigeria grapples with a subdued economic growth rate of about 3%, high inflation, and a poverty rate that rose to 47.2% in 2024, many corporations are scaling back non-essential investments. However, MultiChoice’s decision to continue with the AMVCAs showcases its dedication to fostering talent and innovation in African film and television.

The economic challenges facing Nigeria are significant. The country has seen its GDP shrink in dollar terms, relegating it to fourth place among African economies. Despite these headwinds, MultiChoice opened entries for the 11th AMVCA on December 23, 2024, with submissions closing on January 31, 2025.

Busola Tejumola, Executive Head of Content and Channels, West Africa at MultiChoice, emphasised the importance of the awards: “Year after year, we are witnessing an explosion of high-quality productions from across the continent. African filmmakers are telling bold, diverse, and compelling stories that captivate audiences at home and abroad. Make no mistake: the world is watching! African

storytelling is here to stay, and its influence will only continue to grow.”

This commitment is particularly noteworthy when compared to the actions of other industry giants. Prime Video and Netflix have reportedly pulled back on their African investments, while MTV has discontinued its Music Awards (MAMAs). Several other entertainment industry events have also been cancelled or indefinitely postponed.

The AMVCAs’ persistence is not just about maintaining a prestigious award show. Over the past decade, the event has invested more than ₦10 billion in events, training, and logistics, creating over 30,000 jobs across various sectors. Each edition generates more than 3,000 direct and indirect employment opportunities, benefiting professionals such as production designers, screenwriters, sound engineers, and artisans.

Moreover, MultiChoice’s investment extends beyond the awards themselves. Through initiatives like the MultiChoice Talent Factory (MTF), the company is actively developing talent for the content, production, and entertainment industry across Africa. This long-term investment is helping to grow vibrant new economic hubs across the continent.

As Nigeria faces an uncertain economic outlook for 2025, with expectations of sustained high inflation and interest rates, MultiChoice’s continued investment in the AMVCAs and related initiatives provides a glimmer of hope for the creative industry. It demonstrates that even in challenging times, there are organisations willing to invest in African talent and creativity.

While MultiChoice often faces criticism from Nigerian consumers, its unwavering support for the creative industry through the AMVCAs and other initiatives is a testament to its commitment to African storytelling and talent development. As the 11th edition of the AMVCAs approaches, it stands as a beacon of resilience and optimism in an otherwise turbulent economic landscape.