Naspers-owned pay TV operator MultiChoice Group is set to launch a general entertainment movie channel on digital satellite platform DStv next week.
Maisha Magic Movies will be available in all key markets across Africa and will specifically cater to the Tanzanian, Kenyan and Ugandan audiences of East Africa. It will showcase authentic local movies with narratives that excite and resonate with that audience, according to the company.
The channel will feature movies from creators including Lovis Marcel Asimwe (A Reason to Die, Kiraurau, Nambachi), Mulwinda Richard (Freedom Movie) and Kang’ethe Mungai (Uradi).
Barbara Kambogi, channel head for Maisha Magic Movies, said: “We continuously study audience behaviour and tailor-make our offering to match the needs of the market at hand, hence the launch of Maisha Magic Movies.
“The channel is being positioned as a game-changer within the target market as well as in an industry where the creation of local movies has proven to be in deficit. Viewers can look forward to exciting homegrown titles in various genres, including action, thriller and drama.
“We are working alongside local producers in Kenya, Tanzania and Uganda and continuously mentoring the teams to produce world-class content that resonates with the cultural nuances of the market thus making the content not only exciting but relatable to the viewer.”
The channel will launch on DStv channel 141 on July 26 and will also be available on DStv’s Premium, Compact Plus and Compact packages.