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Free Content The perception/reception of DSTV/multichoice’s Africa Magic channels by selected Nigerian audiences

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There are three reasons for this study. The Africa Magic audience is significant – because Africa Magic remains the most significant distributor of the Nollywood film. Another reason is the significance of television and its audience in the growth of the Nollywood film – and M-Net’s Africa Magic channels/audience offer, perhaps, the best platform on which to investigate this. The third reason is the dearth of empirical studies on the Nollywood audience. This study on the perception/reception of DSTV/Multichoice’s Africa Magic channels by selected Nigerian audiences has necessarily adopted various reception theories as the major theoretical framework. Also adopted are both the stratified and convenient sampling techniques based on the tripodal structure of the Nollywood market/audience-blocs: Kano (Hausa); Onitsha/Aba (Igbo); and Idumota/Lagos (Yoruba). Data obtained from the samples were analysed, using frequency tables and simple percentages. Central to the findings here is the overwhelming popularity of the Africa Magic brand; and, in particular, a heavy preference for Africa Magic Yoruba.

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Keywords: Africa Magic; Nollywood; hausa; igbo; perception/reception; yoruba

Document Type: Research Article

Affiliations: University of Ibadan

Publication date: April 1, 2014

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  • The Journal of African Cinemas will explore the interactions of visual and verbal narratives in African film. It recognizes the shifting paradigms that have defined and continue to define African cinemas. Identity and perception are interrogated in relation to their positions within diverse African film languages. The editors are seeking papers that expound on the identity or identities of Africa and its peoples represented in film.
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