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At the heart of the Covid 19 pandemic with many companies around the country still working from home, MultiChoice Ghana set off on a new journey to give the Ghanaian film and television industry a window to showcase their works to an African audience on Akwaaba Magic. For the first time, a one hundred percent Ghanaian TV channel was launched on DStv and GOtv. Despite the social distancing and anxieties of how the actors, producers, directors and crew were going to deliver all the commissioned shows like Dede, To Have and To Hold and Sankofa amongst others the Akwaaba Magic team persevered and launched the channel on the 8th of March 2021.
Four years on, the star that has risen in the constellation of African entertainment: Akwaaba Magic has been reflecting the vibrant tapestry of Ghanaian life showcasing the unique stories, cultures, and talents. Over the past four years, Akwaaba Magic has largely delivered on that promise, carving a significant space for itself in the hearts and homes of Ghanaian tv content lovers at home and across the continent.
Before Akwaaba Magic, the once buoyant Ghanaian movie industry struggled to find a consistent and prominent platform to showcase their works. While individual filmmakers and producers like Shirley Frimpong Manso, Leila Djansi, Rafiq Salam etc. worked tirelessly to keep the industry afloat, a dedicated channel committed to showcasing local content was a missing piece in the puzzle. Despite the proliferation of free to air channels across Ghana, opportunities on streaming platforms and the good work of the National Film Authority, producers still struggled to plug this distribution/exhibition hole.
With the crew and cast still wearing masks and sanitizing hands after every handshake, Akwaaba Magic began to air on the 8th of March 2021, providing a dedicated space for Ghanaian narratives to flourish. From captivating drama on “Dede” and side-splitting comedy on “RSM” to captivating epic story “Queen of Akra” and engaging reality shows like “Rock That Aisle”, the channel has offered a diverse range of programming that caters to a broad audience.
One of Akwaaba Magic's greatest strengths has been its commitment to local languages. By incorporating Twi, Ga, Ewe, and other Ghanaian languages into its programming, the channel has made its content more accessible and relatable to a wider spectrum of viewers. “This not only celebrates the rich linguistic diversity of Ghana but also empowers local storytellers to connect with their audiences on a deeper, more authentic level. This focus on local languages is crucial for preserving and promoting Ghanaian culture, ensuring that these vital parts of our heritage continue to thrive” says Nosisa Doe, Head of the Akwaaba Magic Channel.
Furthermore, Akwaaba Magic has played a vital role in nurturing and developing local talent like the lead characters in shows like Dede (Adomaa Adjeman), Inspector Bediako (Anthony Woode) amongst many more. By providing opportunities for Ghanaian writers, directors, actors, and producers, the channel has contributed to the growth of the Ghanaian film and television industry with shows like Dede being the most streamed show on Showmax, “Queen of Akra” generating massive trends and reviews across media for weeks.
In the past four years, Akwaaba Magic’s investment into the industry has yielded more than 3310 hours of various Television content, comprising 30 commissioned movies, 1,075 episodes of original Ghanaian telenovelas, 233 episodes of reality shows and 533 episodes of series. In Kumawood alone over 65 episodes (1 telenovela) and 6 movies have been produced for the channel which has given a platform to emerging faces, voices and directors to hone their craft and share their unique perspectives with the world. This investment in local talent is essential for the long-term sustainability and success of the Ghanaian entertainment industry.
However, four years is just the beginning. There is still room for growth and improvement. While Akwaaba Magic has made strides in showcasing Ghanaian stories, there is a need for continued investment in high-quality productions. Supporting filmmakers with adequate resources and training will ensure that Ghanaian stories are told with the production value they deserve. Exploring diverse genres and pushing creative boundaries will also be crucial for keeping the content fresh and engaging.
Furthermore, it's important for Akwaaba Magic to continue to engage with its audience. Actively seeking feedback and responding to viewer preferences will help the channel refine its programming and ensure that it remains relevant and appealing. This dialogue with the community is essential for building a loyal and engaged viewership. Corollary to this is the need for a collective effort by all stakeholders including the NFA, Director/Actors Guilds, Ministry of Tourism and Arts Culture and viewing public to rise up against Piracy in all forms; as these acts of illegal downloads, streaming and distribution of works (films, series and music) by creatives steals and kills the industry.
As Akwaaba Magic celebrates its fourth anniversary, it's a moment to acknowledge its contributions to the Ghanaian entertainment landscape. It has undoubtedly played a significant role in promoting local content, nurturing talent, and celebrating Ghanaian culture. But more importantly, it has shown the power of storytelling to connect us, to entertain us, and to reflect the beautiful complexity of who we are as Ghanaians. Here's to many more years of Akwaaba Magic, continuing to tell our stories and weaving the vibrant tapestry of Ghanaian life for generations to come.
