VIMN Africa connects with local audiences

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VIMN Africa connects with local audiences --

Tue, 07 Apr 2015 11:09

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SCREEN AFRICA EXCLUSIVE: On 2 April, Viacom International Media Networks (VIMN) Africa officially switched on its new localised BET channel, which appears on DStv channel 129. The channel is the latest addition to VIMN Africa s offering which includes MTV, MTV Base, VH1, Comedy Central, Nickelodeon, Nicktoons, Nick Jr. and BET international. Senior vice president and managing director Alex Okosi describes the new channel, BET offers great entertainment and is unapologetic about what it is - a celebration of that link between African and African American culture. It encourages viewers to be you, celebrate you - that s why our slogan and message for the brand is #BeAllYou. He adds that BET is a family channel in scope, but offers a great blend of content skewed to the adult demographic.

VIMN has been operating in Africa for 10 years and has contributed to the rise of international celebrities Lupita Nyongo, who starred in MTV Base soap opera Shuga; and Trevor Noah, who was recently selected to replace Jon Stewart as the host of Comedy Central s The Daily Show.

Okosi emphasises that he measures the brand s growth on the continent both in terms of its healthy and expanding portfolio as well as its ability to provide African creatives with further opportunities and international exposure. People have been doing amazing work on the continent. I think as a global brand we can offer credibility and give amazing opportunities to African talent. Doors open more when you connect with global brand. I want us to be authentic to that message, belief and passion.

The first localised show to appear on the channel is , but Okosi is looking forward to developing further local content in a number of genres including talk shows, dramas, sitcoms and reality shows. The focus however, is on quality programming which aligns with the BET brand. Local works, says Okosi, If you can t give local, you don t connect. People want to see and relate to stories, environments and backgrounds that they understand and know. This kind of content becomes more authentic to them. We are now here and the doors are open for business. We can t wait to talk to local creatives, producers, directors or actors about their original ideas for the channel. How we plan to expand our local offering is by taking an organic approach. We want to offer really good local stuff it s not just about quantity. If we don t carefully grow and select our local content, we ll be doing the whole channel a disservice.

Find out more about BET by following @BET_Africa on Twitter, BETAfrica on Facebook, or visiting the BET website.

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