Maroc - DCONNECTNEWS.COM.NG - A La Une - 21/Jan 15:39

Creating shared value and culture through local content

Skills development is one of the fundamental engines of growth for any industry. Training allows aspiring young people to enter the economy, passionate about building careers and contributing to the growth of the business. Their energy is infectious and vital, but it must be shaped through training.In creative industries, however, training has a wider effect. It not only equips emerging young professionals with skills, but it also drives shared value and enriches culture through the work and the content that those young creators go on to produce.Africa-wide trainingA case in point is the MultiChoice Talent Factory (MTF), an Africa-wide network of training institutions headquartered in Nairobi, Lagos and Lusaka, and founded by MultiChoice, a Canal+ company.The effectiveness of MTF courses, grounded in three decades enriching lives as Africa’s most-loved storyteller, are widely recognised. But the close relationship with the MultiChoice network also means that graduates of the academies soon go on to rewarding careers creating content for the pan-African network.This is local content; homegrown, relevant and resonating with the tastes and the cultural needs of African audiences – allowing viewers to see themselves reflected in the shows they love. These might be iconic reality shows like Big Brother Naija,  Heartbeat, Real Housewives of Lagos, or popular drama such as Tinsel.The films they produce are broadcast to audience acclaim on MultiChoice channels across the continent. These culturally impactful films include West African fantasy drama Grown.Applications are currently open for this year’s intake of students at the MTF Academies in Lagos, Nairobi and Lusaka. African graduates who aspire to become directors, filmmakers, scriptwriters, producers and storytellers can now apply for fully funded courses at the industry-leading network of academies. As part of the CANAL+ family, MultiChoice has rededicated itself to empowering young people with filmmaking, production and storytelling skills.Enriching lives through contentThis homegrown content is cultural output, entertaining and inspiring audiences from Maputo to Accra, strengthening African and national identity, while creating further jobs, boosting entrepreneurship and business opportunities and building a trove of African intellectual property.MultiChoice functions as an ecosystem catalyst, building partnerships with broadcasters, guilds, financiers, and educators that scale opportunity beyond a single platform. MTF graduates then enter this ecosystem upon graduation, and enrich it with their passion, ideas and awareness.In an economic sense, training academies like MTF are engines of growth. Feeding the creative economy with up to 60 graduates every year gives it energy and impetus that leads to new productions, and fresh approaches to existing ones. Those productions build audiences and revenue, which in turn funds more creative projects, jobs and skills across the value chain.Homegrown Culture EngineMultiChoice stands out as a homegrown culture engine, shaping modern African culture through decades of local content. It drives social-media trends, memes, gossip, and watch parties. Shows like Big Brother Naija attract millions online, sparking conversations and creating culture.Big Brother Naija has launched stars across West Africa, like Mercy Eke, whose fame has brought multi million endorsements and business like MNM Luxury and Lambo homes. Sparking conversations, inspiring comments, and creating culture.Creating this culture demands more than technical skill, it requires the instincts of Africa’s digital generation, people who understand how modern Africans live, engage, and consume content. For audiences, this approach ensures entertainment that reflects their tastes, lifestyles, and values.Those who are interested in joining the next generation of storytellers can apply to the MTF 2026 cohort. Applications close on 27 February 2026. Prospective students can visit https://multichoicetalentfactory.com/mtf-applications/index.php to learn more about the MTF programme requirements.For aspiring filmmakers, this could be their first step towards a career at the cutting edge of African entertainment.