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SuperSport to Broadcast 120 Local League Matches Next Year – Awogu

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Felix Awogu, general manager, SuperSports sport content on DSTV that has contributed to the development of sport in Nigeria. He spearheaded the broadcast of Nigerian Premier League on SuportSport. He spoke to Hilary Okeke on different initiatives the sport content provider is doing towards sport development in the country.

SuperSport’s Interest in Nigerian Premier League?
It all started about three-and-a-half years ago when SuperSport decided to play a bigger role in the development of sports in Nigeria. Football is a very dominant game, and one special area we decided to make a difference was in the local league. At that point, the local league was comatose. Of course, there was a golden era of Rangers, Shooting Stars, etc. But after a while the vibe seemed to have died down. When the decision to come in had been taken, SuperSport came not as a South African company but as a Nigerian company; a responsible Nigerian company.  We said, ‘Okay, how do we impact on Nigerian sport and turn around the fortune of the Nigerian league?’ We have to assemble a group of people that have the design, the expertise. We said, ‘Well, every year we spend millions and millions of dollars to buy European properties.’  We felt we must develop what’s ours.
We approached the Nigerian Football League under the chairmanship of Chief Oyiuku Obaseki. We started giving exposure to the league, which after a year culminated into our signing a contract because we needed to expose the Nigerian league. Nigeria, incidentally, is the second largest exporter of footballers around the world after Brazil. And you’ll be wondering which league produced the likes of Nwankwo Kanu, Austin Okocha and others?
We thought we should do something. We know it’s going to be gargantuan, a lot of investment, a lot of education and what have you. The next line of action was to start off the business process and it was quite expensive. It cost us about N4 million to broadcast a match and we broadcast two every week, which was really huge. This was not inclusive of other operational costs – the flight, logistics and airtime. We’re talking in the neighbourhood of about N15 million weekly to do a live broadcast. We started it and it soon dawned on us that we could not continue paying them for there was no commensurate sponsorship, because a lot of advertisers believed the league was not developed enough; they’ll rather invest in the English Premier League. We bore the brunt.
Investment in Nigeria Sports Development
It is justifiable to invest in sport development. In spite of the challenges, we realized the strategic importance of our league and, once in a while, we prevailed we wanted these matches covered and NTA would say no.  We started to invest in outside broadcast (OB) vans.  That was in 2006. We got the first one, then the second one. And you know OB vans are not cheap. The investment on OB vans is between $5 and $6 million, excluding other operating costs. The OB vans and the studios have been a major investment we have had. We decided to start beaming the Italian Serie A from the Lagos Studio so that Nigerians can start feeling the pulse, and also hire a number of Nigerian professionals: Charles Anazodo, Dan Amokachi and Niyi Oyeleke. We brought them on board. They all work for SuperSport. We also have training programmes for our staff; about 30 of them have been trained – some abroad. We also realized when we came on board that it was very difficult to find Nigerians who could handle a football production that would meet international standard. We had to train them. This, of course, you cannot quantify. That’s an investment you cannot take away.
Now we have Nigerians who are capable of doing any match anywhere in the world. Last year, we had to export Nigerians to Kenya to go and help them with their league. That was an amazing achievement. Now, FIFA doesn’t need to bring their people to do anything; we have trained capable hands, which SuperSport cannot take away from Nigeria. They would remain and sustain the development of sports in the country.
Recent NFL Ban on SuperSport
I think there was a misunderstanding. The management of NFL was not properly briefed. They didn’t understand the import, the fact that we are a major investor – we bring foreign investment into the league. We didn’t have a direct contract with them. And then we have always had structural issue with security. We’ve taken our equipment to places where they were attacked, where the matches were stopped, and we make effort to cover every match. But in trying to cover every match, you have to guarantee security of life, of property; especially the fact that we do work with a few expatriates.
The NFL wanted us to cover a match in South-South Nigeria – Bayelsa United – but the notice was too short, and I did communicate with them that, it is difficult to do that. Rather, we wanted to broadcast two matches in the North and it would be difficult to move our outside broadcast vans within that short notice. And it was an Easter holiday but they didn’t really understand. I think they have now realised that, and have apologized to us.
We broadcast about 2 matches a week. We hope to achieve 54 matches this season. And hopefully, next year we hope to achieve 120 matches.
Sponsorship of Basketball on DStv
We are trying to develop a very unique relationship between MultiChoice Nigeria, SuperSport and the Nigeria Basket Ball Federation, NBBF. What we are trying to do is that MultiChoice is going to be running a DStv League. SuperSport is going to be the production partner. We are investing about one million dollars in this project. I mean to bring basket ball on television, expose the young players, especially those who are going for NBA who don’t have to start paying their flight tickets to America for trials. They can actually have a platform to showcase their talent and of course to have other avenues to market their skills. That’s going to be the value we are bringing to basketball. As soon as the boards are inaugurated (the elections are already taking place), I’m sure in a couple of weeks, we should be able to know who is where and then we can sign a contract and get set for the league to take off.
Future of SuperSport in Nigeria
The irony is SuperSport is not in Nigeria for the short run. We are in for the very long haul. If we were set up to be here for a short time, we won’t invest in the OB vans. We won’t be training hundreds of Nigerians to become capable and able to deliver quality production. We are here for good, we are here to help develop and improve Nigerian football, and Nigerian sports in general. We are here as strategic partner to all sporting associations to help them operate and move to the next level.
Other Areas of SuperSport’s Concentration
Incidentally, we have not only done football, we have done the Glo Half-marathon, we’ve done  golf, we’ve done athletic, the Emir of Katsina Polo – the first time in the history of polo in Nigeria the sport was on television, and other sports. These sports also have a lot of people watching them. We have to meet everybody according to their needs. Of course, football seems to take the centre stage; every other sport will be taken care of.
Property Acquisition for SuperSport on DStv
The issue is that for EPL, even in England, you have to bid for rights. And I know SuperSport celebrates any property. Forget the EPL, or any of its property, we need to bring it to your doorstep. It’s quite an exciting one.  We try to celebrate it. We try to give you all the tidbits of everything that happen. We try to carry you along as we broadcast. We don’t just bring the match and throw it at the audience. We carry a lot of people along; we do a lot of research. We actually do great work in packaging the matches. Of course, I know the EPL, for those who manage to watch the Category B of EPL tend to enjoy the match on SuperSport than anywhere else. Even when we are not broadcasting the match, we are updating you on what is happening in the other games. So, it’s quite interesting.

Bringing Back Category A Matches of EPL to SuperSport
Well, for now we’ve got the La Liga. We have the World Cup; the World Cup is coming and it’s the biggest show on earth; the Confederation Cup is there; Nigeria Under-17 is there. We have the exclusive pay-TV right to broadcast the Under-17 World Cup.

Cost of EPL Properties
First of all, it’s unfortunate that the competition is over-priced. And in the long run, you remember what happened to GTV, the other network in Kenya – they collapsed! You don’t over-price. You must know what the value of the property is. I’m not happy because the Management of EPL think Nigeria is a dumping ground, which is not good for us. We must price the value properly. The right for EPL comes up again for bidding in August; we would bid but we’ll not bid unreasonably. We’ll try as much as we can. If we win back the EPL – that will be fine.
SuperSport’s Content and Concern for Nigeria
The greatest content on SuperSport is the Nigerian League. The Nigerian League is key in the long run. It got to a point, we had to look inward and say, we’ve made a huge investment in the country and there’s no return on investment. We have to work hard to promote the Nigerian league; to bring razzmatazz around the league so that we as Nigerians can start appreciating the league and not look down on it; raising stars, putting money in the pockets of the clubs and Nigeria. Right now, the South African League actually controls more audience than the Premier League. I hope one day it comes to happen in Nigeria that people would rather wait and watch highlights of EPL and troop out to watch our league matches so that we don’t have deviants among youths. We are encouraging young men so that they will be able to feed their families. We, as a nation, must be making conscious effort to start attending games, because we need to encourage these energetic young people who end up becoming breadwinners. These are the major issues we must address now.
 


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Simi to Feature on Glo Sponsored African Voices

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This week, the incredible talents of Nigerian singer, songwriter, and actress Simisola Bolatito Kosoko, better known by her stage name, Simi, will be highlighted on African Voices Changemakers, an interview program sponsored by Globacom on Cable News Network (CNN).

Simi began her career initially as a gospel singer. Her debut studio album, “Ogaju”, was released in 2008. After she got a record deal with X3M Music in 2014, she released the album “Tiff,” which was nominated for a 2015 Headies Best Alternative Song award.

Her debut studio album, “Omo Charlie Champagne”, Vol. 1, was released to mark her 31st birthday on April 19, 2019, and her second album, “Simisola”, was also released the same year. She became the CEO of her own label, Studio Brat, which she launched in June 2019.

Simi was one of the judges of the Season 7 of the Nigerian idol TV show in 2022.

Mother of a girl named Dejare, Simi married popular musician, Adekunle Gold in 2019 having graduated from Covenant University in Ota, Ogun State. Some of her works include “Joromi”, “Know You”, “Jericho”, and “Duduke”.

On Saturday at 8.30 a.m., the 30-minute magazine show will air on the global channel. Reruns can be seen on Saturday at noon, Sunday at 4.30 a.m., and Sunday at 7:00 p.m. Another rerun will air at 4 a.m. on Monday of the following week, 8.30 a.m. and 12 p.m. on Saturday, and 7 p.m. and 9.30 p.m. on Sunday.


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Canal+ Offer for MultiChoice Gains Shareholders’ Support

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Some MultiChoice shareholders have expressed relief at the offer by Canal+ to buy Africa’s pay TV giant for $2.9 billion, essentially viewing the potential deal as a vehicle for them to be rescued from an investment that has turned sour.

Canal+ Offer for MultiChoice Gains Shareholders’ Support

On April 8,, the deal inched closer to being cemented when the board of MultiChoice agreed to cooperate with Canal+, a sign that it was warming to a tie-up with France’s broadcasting conglomerate.

The board initially rejected the offer by Canal+ to buy the MultiChoice shares that it does not already own for R105 each, saying it was too low and undervalued the company’s growth prospects.

But MultiChoice has been convinced to reconsider its position after Canal+ improved the offer to R125 per share. Canal+ already owns 40.01% of MultiChoice shares on the JSE and wants to pay R35-billion to buy the rest of the company and take control of it.

The next big test is whether MultiChoice shareholders will support or reject Canal+’s offer, which requires support from 90% of shareholders to get the multibillion-rand deal over the line.

Daily Maverick canvassed the views of MultiChoice shareholders and industry players about the merits of the deal and whether they planned to throw their weight behind it when it comes up for a vote in the coming months.

Early indications are that some shareholders view the deal as a blessing and an opportunity to bail out from their investment in MultiChoice.

Before Canal+ made a move on MultiChoice, the latter’s share price had been down by 22% as its operations came under pressure from declining DStv subscriber numbers and intense competition from streaming services such as Netflix, Amazon Prime and Disney+.

Its earnings have also taken a hit of billions of rands because of the depreciation of African currencies against the US dollar, especially the Nigerian naira.

MultiChoice also had a run-in with regulators; in Nigeria, it ran into problems relating to outstanding tax payments. In South Africa, competitors including the SABC and eMedia (the owner of e.tv) have complained to regulators, accusing MultiChoice of anti-competitive behaviour and using its dominant position to restrict access to its broadcasting platforms and dictating restrictive licensing agreements.

The investment community response

Anthony Sedgwick, the cofounder of Abax Investments, was withering in his assessment of MultiChoice’s investment prospects. “Put frankly, we were relieved to see Canal+ finally step up and bail us out of the position,” he said.

According to MultiChoice’s latest annual report, Abax Investments held 0.34% of its shares. But Abax recently sold those shares, taking advantage of MultiChoice’s 25% share price jump since Canal+ initially tabled its buyout offer in February.

“We think Multichoice is a great business that produces an incredible variety of content, creates opportunities for so many talented people, supports a huge variety of good causes and is a real South African business champion.

“But it operates in unfriendly regulatory countries … and faces some headwinds from hard currency priced content and broadcast costs,” Sedgwick said.

Asief Mohamed, the chief investment officer of Aeon Investment Management, shared Sedgwick’s concerns about MultiChoice.

“My guess is that the other shareholders will likely accept the R125 offer. Governance has for a long time been a concern of some shareholders, including ourselves,” Mohamed told Daily Maverick.

MultiChoice’s latest annual report puts Aeon’s shareholding in it at 0.43%.

Merits of the deal

Canal+ has argued that the aim of buying MultiChoice would be to combine both businesses to create an entertainment giant that can survive a market facing intense competition and declining advertising revenue.

A combined Canal+ and MultiChoice will boast media businesses in many African countries, from South Africa and Nigeria to Senegal and Cameroon.

Not all investors are pessimistic about MultiChoice, its business fundamentals and investment prospects. In fact, when MultiChoice ran into tax troubles in Nigeria in July 2021, which precipitated a steep decline in its share price (to a low of R115), Argon Asset Management saw it as a buying opportunity. It bought MultiChoice shares and has since maintained its holding in the company to about 0.41%.

Asked why Argon remained bullish about MultiChoice, the asset management firm’s equity analyst, Richard Court, said: “Simplistically, there are two parts to MCG [MultiChoice Group]. There is the mature South African business, which, for the most part, was highly profitable and cash-generative.

“Then there is the business that MCG is building in the rest of Africa, which was actually a drag on profitability, and it was still quite small in the life of MCG from a bottom-line perspective. Nigeria takes up a lot of the bandwidth.

“We think the market was overly pessimistic on the prospects of the rest-of-Africa segment. We thought the market was overreacting to the possibility of a tax penalty coming out of Nigeria. The share price fell back and we just took the buying opportunity. We thought that MCG share was worth more than the levels at the time.”

Court said MultiChoice had managed to defend its premium TV segment (consumers who subscribe to DSTV premium packages) despite the arrival of international streaming services in South Africa.

“It did quite well in the lower segment and in the lower-cost offerings by growing subscriptions in those markets. Management was doing the right thing strategically and executing quite well on that strategy,” he said.

MultiChoice’s investments into Showmax strengthened its defence position, he said.

Argon’s house view is that Canal+’s R125 offer undervalues MultiChoice and its growth prospects.

“At the moment, we are unlikely to accept at R125. In a few years from now, if they’re able to build Showmax and if Nigeria stabilises, which we can’t say when, then I think the outlook for MCG is going to be a lot rosier than what it is now. I think the market would recognise that and that should reflect in the share price,” Court said. He was unwilling to comment on what he thought would be a fair offer from Canal+.

Canal+ said the media industry in which MultiChoice was operating “is becoming increasingly globalised and competitive, with regional media companies having to compete with the firepower of global media titans, with enormous resources to invest in content, marketing and technology…”

With a customer base of 22 million, MultiChoice’s growth strategy involves investing in local and international content for its streaming service, Showmax, and Canal+ is likely to provide capital to fund the growth.

Peter Takaendesa, the head of equities at Mergence Investment Managers, has argued that only companies with scale and a strong balance sheet are likely to survive changes in the entertainment industry.

“Canal+ and MultiChoice can leverage content and financial strength. However, there is still no guarantee of success, as the fight against global streaming giants is intense.”

Other large MultiChoice shareholders are yet to opine on the deal. They include the Public Investment Corporation (PIC), which holds 13%, M&G Investments (more than 7%) and Allan Gray (6%). Allan Gray declined to comment to Daily Maverick, and M&G and the PIC were not available to do so.

Another MultiChoice shareholder that is not ready to express its view on the Canal+ deal is Sanlam Investments, which has a 1.9% interest in the broadcasting company. Sanlam said it opted not to express its stance or intentions “considering the sensitive nature of ongoing negotiations” pertaining to the deal.

“While we understand the importance of transparency and accountability, we believe it is essential to maintain confidentiality and prudence when dealing with such matters,” Sanlam said.

The MultiChoice-Canal+ deal is likely to take two years to be completed, as it still requires regulatory approval.

Credit: Daily Maverick

 

 

 


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FemyWalsh Set to Launch FM Radio in Lagos

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FemyWalsh Limited, media conglomerate, is set to launch its flagship FM terrestrial radio station as it receives its licence from the National Broadcasting Commission (NBC).

FemyWalsh Set to Launch FM Radio in Lagos

This adds yet another media asset to the FemyWalsh group, which already comprises SOUQ News TV, Walsh Radio Online, Terminal Seven Audio-Visual Studio and Walsh Photography.

Victor Walsh Oluwafemi, company CEO, and Dr Idahosa Osamhanze, vice president, were presented with the operational licence by Mr Charles Ebuebu director general NBC at the commission[s  office in Abuja.

This move marks a significant expansion in FemyWalsh’s media footprint and paves the way for broader audience engagement and impact. With the addition of this new licence, FemyWalsh is poised to reach even more viewers and listeners across Nigeria.

The company’s commitment to delivering high-quality content and innovative programming remains unwavering.

According to Oluwafemi, acquiring the terrestrial FM radio licence underscores the group’s ambition of being the largest and most impactful media network across Nigeria, as well as the African region.

“Getting into the terrestrial radio space and securing the operational license represents a pivotal moment for the FemyWalsh group as we continue to evolve and innovate in the media landscape. Radio has long been a powerful medium for reaching diverse audiences, and we are thrilled to leverage this platform to amplify further our mission of empowering SMEs and driving economic growth in Nigeria.”

For his part, Osamhanze, who is the Vice President of the organisation, also made it known that this was a dream come true, and a representation of the company’s dedication to the long-term development of the Nigerian media space. “With this new initiative, FemyWalsh Limited is poised to make a significant contribution to the future of Nigerian media. We are thrilled for the opportunity to foster a thriving media landscape for years to come.”

FemyWalsh Limited is the owner of SOUQ News TV, a digital satellite channel licensed for broadcast in Nigeria and the United Arab Emirates.

The radio licence acquisition comes at a time when SOUQ News TV is experiencing rapid development and expansion, building on its established reputation for excellence in journalism and commitment to serving its viewers.

 

 

 


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