Just a few months ago we were introduced to Maisha Magic, a channel created and tailor made for East Africans. It is barely a year and news getting to us is the channel is closing down?
The press release details:
M-Net regrets to inform DStv viewers that after much deliberation, a business decision was taken to make changes to the Maisha Magic channels in East Africa.
Following an in-depth assessment of each of the channels viability was concluded, including a review of the rankings and popularity of the channels a decision was taken to close Maisha Magic and refocus on the Maisha Magic Swahili channel. Thus, the Maisha Magic channel will close at end of March 2015.
“Unfortunately, Maisha Magic has not performed and grown as per our expectations. Overall, the channel was unable to achieve the ratings consistency we needed to sustain the business and support our continued investment,” said Patricia van Rooyen, CEO M-Net Sub-Saharan Africa. “As a result, M-Net made the carefully considered but difficult decision to cease operations of the channel. We are grateful to the Maisha Magic team, which includes M-Net East Africa Regional Director Michael Ndetei and some of the most talented and creative people in the Kenyan media industry. M-Net will endeavour to make this closure as smooth a transition as possible for them.”
M-Net remains firmly committed to the Kenyan market and will ensure that it continues to support film makers by showcasing their talent on other M-Net channels.
The film and television industry in Kenya will continue to be supported by M-Net’s investment in channels made in Africa for Africa, thus ensuring that we assist Kenya in playing a role in the growth and future of African television and film on the continent.
What could possibly have gone wrong? I wish M-Net elaborated more on their reasons for closing the channel or better yet, tried more strategies to grow the channel's following. For example, making it available across the continent just like the mighty Africa Magic is. What is going to happen to East African English and indigenous language content?
What is your take on this?