Zambezi Magic quizzed on Zambia dominance


By Sam Banda Jnr:

Creative industry players in the country on Friday took Zambezi Magic to task questioning them on why Zambia continues to dominate the channel on DStv despite it being for Southern African countries including Malawi.

The creative players, which included filmmakers, raised the concern during a Zambezi Magic workshop held at Sunbird Mount Soche and organised by MultiChoice Malawi.


Since its inception five years ago, Zambezi Magic, which was created after some players raised concern over lack of airplay of content from other countries on Africa Magic, the platform has seen Zambia running the shots with several of its programmes such as Zuba.

There has been little content from other Southern African countries including Malawi and Zimbabwe.

Some artists went further to suggest that the channel was no longer Zambezi Magic but rather Zambia Magic and called for a balance.


The channel has aired some of the content from Malawi including Choices series spearheaded by Ashukile Mwakisulu but it no longer airs such content. It has also screened content such as Shemu Joyah’s films.

“The channel needs to balance the equation and accommodate all the Southern African countries. When the channel was starting, it was spelt clearly that its target is Southern Africa but why is Zambia dominating? I don’t think our content is that bad,” one of the artists said.

Zambezi Magic Channel Head, Mosibudi Pheeha, admitted that there was, among other factors, lack of communication on both parties but had made progress on having content from Malawi.

Pheeha said Malawi had good storytellers and encouraged people to embrace the channel.

“We have been hearing cries from Malawian people that, since its launch, their work is not there and so they were sharing some of the things so as to improve on communication. The talent is there, stories are there but we just need to work on other areas,” she said.

Veteran filmmaker Shemu Joyah described the meeting as important, saying Zambezi Magic is a platform that airs content from Southern Africa.

“We don’t have a proper outlet to air our content so this channel is key. There has not been more content on the channel from Malawi and lack of communication has been a problem. Again, more Malawians need to watch the channel because that can help in terms of financing projects. We also need to strive to produce work that meets standards,” Joyah said.

Some of the renowned players in the creative industry who patronised the meeting include Flora Suya, Frank Patani Mwase, Ashukile Mwakisulu and Ian Chitsekula.

Meanwhile the MultiChoice Talent Factory (MTF) networking portal has gone live.

The online portal is the third touch point of the initiative following the launch of three regional MTF Academies (in West, East and Southern Africa), a 12-month film training programme aimed at upskilling the next generation of passionate young film creatives launched in October last year and the MTF Master classes launched in January this year to upskill industry professionals.

The country has Chimwemwe Mkwezalamba and Jonathan Kapumba at the academy in Zambia.

MultiChoice says in a press statement that the interactive online portal is aimed at connecting Africa’s industry creatives and bringing pan-African talent and opportunities in one place.

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