“Oya!” shouts the director in Nigerian Pidgin English. Actors take their marks. Lighting blinks on. The film crew snaps into action after the order to hurry up.
Others, including South Africa’s MultiChoice, are using Nigeria as a testing ground for introducing streaming platforms in African markets with poor communications infrastructure and low-income levels.“Ten years ago Nollywood was very different,” Mary Njoku, whose ROK studios were acquired by Canal+ in July, told Reuters as the film crew worked in an abandoned hotel in Nigeria’s megacity Lagos. “Today we shoot with better cameras... We do things differently.
Since it was founded six years ago, ROK has produced more than 540 films and 25 series. Under the Canal+ deal, Njoku says it aims to increase production from next year to around 300 films and 20 series annually. Much of that decline arose from losing broadcasting rights to popular sporting events. But it also reflected stiff competition from streaming services such as Netflix and Amazon. However, Faux believes such rivals pose no threat in Africa due to a widespread lack of 4G coverage or fixed broadband internet on the continent.
In its infancy in the 1990s, Nollywood churned out cheap films ranging from bawdy comedies to morality tales about witchcraft and infidelity. But bringing streaming to African audiences won’t be easy. Expensive mobile data and low incomes make regular streaming unaffordable for many on the continent.
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