Channel Profile: The Africa Channel Looks to Boost Originals Slate

NORTH HOLLYWOOD: Five-year-old The Africa Channel is looking to add children’s content to its grid and is eyeing HD programming. Executive VP and general manager Bob Reid talks about where the channel is headed.

What is your approach to programming the channel?
Our mission is to be a broad-based channel about Africa from an African perspective. We carry a broad range of programming, including two daily soaps, pre-time drama, reality, music videos and specials, travel and lifestyle, cooking and a news magazine.

Are you acquiring content from the international market?
Our aim is to carry programming in which Africans tell their own stories. Our top priority is indigenous African programming. Our main source of programming is African broadcasters. Then we look to African producers. The third source would be the international market more generally. We want to develop and help develop the pool of indigenous African talent.

Are you buying second-run content from within the U.S.?
I can’t think of a single case where we have acquired second-run U.S. programming except possibly a music special that was on MTV first. Our approach is to be a first-run channel, unlike most start-up or young channels. The exception would something extraordinary, such as if we could obtain The No. 1 Ladies’ Detective Agency from HBO.

What is your approach to commissioning new productions from U.S. producers?
In all likelihood this is something we would not be doing. Does that mean we would not do it? No. We are approached frequently. If an American producer wanted to do something in Africa there would the cost attached to going there and we would rather put that money on the screen by investing in a less experienced African producer. Of course an American company with a base in Africa and African experience or able to deliver African talent would come first in line for us.

Do you have any blocks or slots you are looking to fill?
We are looking to add children’s programming. We would like to be adding comedy, probably starting with stand-up. We would love to have a sitcom. We tested the waters of sports programming with Olympic basketball qualifying and I would be very disappointed if we did not get the African Cup of Nations soccer tournament soon. We would like to get more movies, especially features produced in HD. We are ramping up to launch an HD channel and are looking for HD content.

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