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Nigeria rushing for Nollywood online


A GLAMOUR blogger, a filmmaker and a tech mogul are competing to create a homegrown African rival to Netflix, but poor Internet connection and intense competitio­n are proving daunting obstacles.

They dream of popularisi­ng access to films made in Nigeria, which is home to the world’s second biggest movie industry in terms of production, behind Hindi-language Bollywood.

With nearly US $4bil (rm16bil) in revenue and almost 2,000 production­s every year, films made in what is known as Nollywood are largely sold on the streets and to idling motorists caught in traffic as pirated copies for just a few dollars.

Local startups and Nollywood stars understand the interest in changing the distributi­on of films that are hugely popular across Africa, where cinemas are few and far between.

With such a huge potential market, video-on-demand platforms have sprung up in lagos, Nigeria’s commercial capital and home to the country’s film industry. And competitio­n is already fierce.

Blogger linda Ikeji – one of Nigeria’s biggest names on social networks – recently launched linda Ikeji TV (LITV) to great fanfare. It offers dozens of films, series and programmes inspired by US shows but with a Nollywood twist for a monthly fee of 1,000 naira (rm11).

“We are hoping to be to Africa what Netflix is to the world,” Ikeji wrote on her Instagram page, which has some two million followers.

She promised glamour, sass and humour, particular­ly with reality shows such as Football Wives or Highway Girls Of Eko, “a show on real-life prostitute­s” in lagos.

The 37-year-old former model-turned-businesswo­man made her fortune through advertisin­g revenue on her site, which tracked the lives of Nigeria’s rich and famous. She said she had invested “half-a-billion naira” of capital in the project. As well as buying video, she is also making original content from her own studios in lagos.

Before the end of the year, Nigerian company Envivo is expected to launch its own platform with an initial investment of more than US $20mil (rm80mil), said filmmaker Chioma ude, who is the firm’s marketing director.

“(US telecoms giant) Cisco wants a big footprint in Africa, and as our technical partner, they will provide all the technology, from the network to the video compressio­ns, etc,” the founder of the Africa Internatio­nal Film Festival (AFRIFF) said.

Prohibitiv­e data costs

A viable economic model for the promoters of Nollywood online still needs to be found, given the lack of widespread high-speed Internet coverage.

Only 34% of Africans have Internet access compared with more than 50% in the rest of the world, according to the 2018 global Digital report.

But Africa showed the biggest progressio­n in Internet users last year, especially through mobile telephones.

Serge Noukoue, organiser of the annual Nollywood Week in Paris, said price was everything and the African consumer wanted to pay “as little as possible” to watch a film.

“Even irokotv, the pioneer on the continent, doesn’t really make a profit,” he said.

“It has had a lot of success in fundraisin­g but what subscriber­s actually bring in is less conclusive.”

Jason Njoku founded irokotv in 2010 but said he made a mistake to count on streaming from the start. “It simply couldn’t work,” he explained.

“Data costs were prohibitiv­e, as is access to reliable broadband across huge swathes of the continent. our customer service team was inundated with queries.

“We totally rebuilt our product and rebuilt our entire company around the African consumer and their habits.”

That led to an applicatio­n that ate less data and which allows free mobile downloads of video files.

There is original content, while films have also been subtitled in French, Swahili and Zulu to make them more accessible to other African countries.

Fierce competitio­n

Competitor­s have emerged elsewhere in Africa in recent years, including Kenya’s BuniTV (uS$5/rm20 a month) or South Africa’s magic go (uS$8/rm32 a month).

“If these online platforms don’t make money yet they’re a bet on the future for when connection­s are better,” said Noukoue.

“A lot of projects have been created but there will not be room for everyone in the market in the long term. Competitio­n will be fierce.”

Giants of the sector such as Netflix, which in 2016 launched in Africa, could outshine the continent’s pioneers in years to come.

“Netflix doesn’t yet have a real Africa strategy but it’s started to produce original African content. That will be a gamechange­r.

“It has considerab­le means at its disposal that the others don’t have.”

 ?? —AFP ?? Nigeria’s film industry is the world’s second biggest in terms of production.
—AFP Nigeria’s film industry is the world’s second biggest in terms of production.

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