1 week Ago By Ifeoma Ononye
You recently received a Recognition Award from the Prestigious Eko Mi Award for your transformative work across Africa. How fulfilled are you right now? I was truly honoured to receive this award. Unfortunately, I could not be present to receive it because of prior engagements but it was very fulfilling knowing that my work is being recognised across Africa.
Of course, part of the credit goes to my incredible team and the countless creatives across Africa, who are telling our stories with passion and excellence. This recognition is not just for me but for everyone, who believes in the power of African narratives. Can you share your journey into the media industry? My journey into the media industry began with a deep-seated passion for storytelling.
I realised that irrespective of what you do, it all comes down to this- What’s the story? I had a desire to bring African narratives to the forefront of global media. I started in Nigeria, working in various capacities in television broadcasting, where I quickly realized the potential of media as a tool for cultural expression and social influence. What were the key challenges you faced when launching Azam TV? Launching Azam TV was a formidable challenge, particularly because we were entering a competitive market with established players.
One of the key challenges was building a content library that was diverse and appealing to a wide audience. We had to strike a balance between local content that resonated with Tanzanian viewers and international content that offered something different. We overcame these challenges by focusing on quality content, aggressive marketing strategies, and building strong relationships with local partners.
Our commitment to understanding the needs and preferences of our audience played a crucial role in growing the subscriber base to over 500,000 within three years. What are some of the most impactful projects you’ve overseen? One of the most impactful projects I’ve worked on was the transformation of Kwese Free Sports TV from a sports network into a multi-country Sportainment platform. This also meant being responsible for building a schedule, and production of internationally relevant local content for audiences across multiple countries while staying relevant to the local audiences.
It was quite a challenge, but rewarding in that we were also able to create a huge content distribution network comprising of our own and 3rd party channels. This network was especially exploited in the distribution of the 2018 World Cup across Africa. Another key project has been the launch of Naija Gold and also Pozytv, a faith content platform that reaches millions of homes across Southern Africa.
What is the vision behind Naija Gold? Naija Gold is driven by a desire to create content that is not only entertaining but also meaningful and reflective of Nigerian culture and values. The platform influenced media consumption in Southern Africa by providing a space where fresh audiences can experience the Nigerian story through content that speaks to their experiences, aspirations, and challenges. In your opinion, how is African media content perceived globally? African media content is increasingly being recognised for its richness, diversity, and authenticity.
However, there are still challenges in overcoming stereotypes and preconceived notions that have historically dominated global perceptions of Africa. While there is a growing appreciation for African stories, particularly in genres such as music, film, and television, there is still work to be done in ensuring that these stories are presented in a way that is true to the African experience and resonates with international audiences. For instance, while it was great to experience Wakanda Forever on a global stage, we all know that it was far from being authentic.
What have you done to change this perception? In the past two years, I have focused on creating and promoting content that challenges stereotypes and showcases the true diversity of African cultures. We are now seeking partnerships that will enable us to produce high-quality content that reflects the realities of African life. Through Naija Gold, I’ve been able to contribute to a more accurate and nuanced portrayal of Africa on the global stage.
Additionally, through my work with international media organisations, I’ve advocated for the inclusion of African perspectives in global narratives, ensuring that African voices are heard and valued. My efforts have been recognized through the success of various projects that have resonated with both African and international audiences. You are reputed to have consulted for international media companies.
What insights have you brought to these organisations? As a consultant for some international media companies, I’ve brought a deeper understanding of the African market, including audience preferences, cultural nuances, and distribution challenges. I’ve also provided strategic advice on content acquisition and development, helping these organizations tailor their offerings to better appeal to African audiences. What are some of the key factors driving the success of African content in international markets? The success of African content in international markets is driven by several factors, including the increasing demand for diverse and authentic stories, the rise of digital platforms that make content more accessible, and the growing recognition of Africa’s creative talents.
I’ve contributed to this trend by distributing content that meets international standards while staying true to African cultural values. What innovations in content creation and distribution do you believe will define the future of media? The future of media will be defined by innovations in digital technology, particularly in areas such as streaming, virtual reality, and interactive content. These technologies will allow for more personalised and immersive viewing experiences, enabling audiences to engage with content in new and exciting ways.
Additionally, the rise of data analytics will play a key role in shaping content creation and distribution strategies, allowing producers to better understand and respond to audience preferences. I believe that content that can be easily adapted to different platforms and formats will be the most successful, as it will be able to reach a wider and more diverse audience. Tell us more about Project Africa Bridges Project Africa Bridges is a culmination of my thoughts and aspirations through my erstwhile career.
I was recently in the US and as you know, it is a melting pot of people and cultures from all over the world. As I interacted and just went about my daily activities, I was reminded again and again, about how little of Africa is truly known across the globe and how little is known in Africa about the peoples of the world. Project Africa Bridges is an initiative aimed at fostering greater cultural exchange and collaboration between Africa, the African Diaspora, and the world at large.
How do you intend to execute this vision? Through the project, we will be developing a slate of concepts, films, documentaries, and television shows that highlight the shared histories, experiences, and aspirations of people of African descent around the world. The goal is to build a stronger sense of connection and identity among African communities, while also showcasing the richness and diversity of African culture to a global audience. How do you plan to introduce African culture to mainstream American audiences? One of my upcoming projects in the U.
S. is a television series that explores the lives of African immigrants in America, highlighting their struggles, triumphs, and the unique cultural blend they create. This series will offer a fresh perspective on the immigrant experience and showcase the diversity within the African community in the U.
S. We will also be developing a docu-reality series that traces the historical connections between Africa and the African Diaspora, exploring the cultural, economic, and political ties that bind these communities together. I can’t say too much about these at the moment but these projects are designed to introduce mainstream American audiences to the richness of African culture and to foster a greater understanding and appreciation of the African experience.
Are you pursuing any collaborations or partnerships in the U.S.? I am actively pursuing collaborations with U.
S. production companies, TV channels, streaming platforms, and cultural institutions that are interested in promoting diverse voices and stories. I am also seeking relationships with potential partners, who understand the relevance of our work and wish to sponsor the project.
These partnerships will allow me to access new resources and platforms, enabling me to produce content that reaches a wider audience. These projects are all lofty. How do you intend to sustain them? I plan to continue building bridges between Africa and the African Diaspora by creating content that highlights the shared experiences and cultural connections between these communities.
My future projects will focus on telling stories that resonate with both African and Diaspora audiences, celebrating the richness of African culture while also addressing the challenges and opportunities faced by African communities around the world. I will also work to create platforms and opportunities for African and Diaspora creators to collaborate, ensuring that their voices are heard and their stories are told. In a nutshell, who is Efe Atiyio? Efe Atiyio is a family-oriented and goal-driven guy.
I am passionate about content creation and how the media can be used to change the world. However, being able to control the narrative is also key in the quest to create the change we seek. Being an Executive Producer does this for me.
As a family man, how do you ensure work-life balance? Working in the media can be quite tasking but as they say, you can only become truly accomplished at something you love. The fact that I love what I do takes the pressure off and gives me room to also spend quality time with my family..
