Many young people dream of careers in film and television. Two of Africa’s leading television content executives – Nomsa Philiso and Dr Busola Tejumola – discuss how to do it; by making shows that captivate audiences.
Entertainment is ultimately a form of communication, forging human connections through the power of authentic content that stirs human emotions. An industry built on entertainment carries great mystique, with thousands of aspiring filmmakers dreaming of entering the sector.
There are excellent training academies that can set future filmmakers on the right path. However, two industry leaders agree on a single, timeless truth. Becoming a filmmaker is about telling stories that touch people’s souls.
Helping audiences see themselves
“The success of a show is resonance,” says Nomsa Philiso, executive vice president content, Canal + Africa. “It’s about meeting audiences where they are now, with content that reflects their world and speaks their language.”
Dr Busola Tejumola, vice president, content, Nigeria, at MultiChoice Group, echoes this sentiment. “The most powerful productions don’t just entertain – they evoke emotion and reflect truth,” says Tejumola. “Connection happens when a story feels real, when viewers see themselves, their aspirations, or their struggles reflected on screen.”
Philiso and Tejumola are the driving forces behind the content strategy at MultiChoice, a CANAL+ -owned company, which has forged a reputation over three decades for producing content that enriches lives and now reaches more than 20 million households across Africa.
Deciding which stories will make for quality television is a fundamental part of their work.
Quality and creative excellence
Philiso says what she looks for is relatability and execution. “The question is always whether the concept being presented is something that will be fresh, relatable and exciting for our audiences – and whether the vision on paper can be executed on screen,” says Philiso.
From the commissioning stage, it’s about achieving the highest possible production standards to achieve the technical levels that will do the story justice and help bring it to life.
“To connect with its audience, a production must balance creative excellence with production quality and pacing that keeps audiences engaged from beginning to end,” says Tejumola. “Ultimately, the question we ask is: ‘Does this story move people enough to make them talk about it, share it and come back for more?’”
Achieving production quality relies on the talented teams which create shows and films – and skills come from training. The pan-African MultiChoice Talent Factory (MTF) is dedicated to helping up-and-coming storytellers develop their talent and enables them to make commercially viable shows that touch people’s hearts.
“We invest heavily in capacity building and mentorship through platforms like MTF,” says Tejumola. “Our academies in Lusaka, Nairobi and Lagos are places where young filmmakers learn to express their cultural identity through world-class storytelling techniques.”
MTF training allows young filmmakers to turn their passion into a career. However, Philiso says the schools are also a vital industry talent pipeline. “The MTF Academies give emerging talent practical experience beyond their theoretical training, over the course of a 12-month programme,” says Philiso.
“They also contribute to the second economy – graduates regularly go on to find jobs or start their own companies. MTF develops talent for MultiChoice, which develops the industry.”
Telling the truth, beautifully
Industry-relevant training is invaluable, but the raw material that MultiChoice trades in is stories. Philiso has sage advice for ambitious film workers looking to turn a story idea into a film or a series that can captivate audiences across the continent.
“Do your research,” she says. “Stay close to your audience. Speak to people. Don’t sit in a corner and write in isolation. Understand what people want. Yes, we want to surprise audiences — but that comes from insights you only gain by engaging with the world around you.”
Tejumola says it’s about telling the truth in a beautiful way.
“Whether it’s joy, pain, triumph, or struggle, audiences connect to honesty on screen,” she says. “Don’t chase trends; chase meaning. Craft your story with care, ground it in real emotion and present it with excellence. If your story touches hearts, changes perceptions, or starts conversations, then you’ve succeeded.”
Philiso encourages young people to engage with the world around them, channel their observations into their work – and pitch them in the right forums.
“To the young creators: you are the generation we’ve been waiting for,” says Philiso. “You hold the power to make stories matter — to make them connect. We’ll help you bring them to life. Come share your stories; the world is ready for you.”
