Why we chose cultural diversity as AMVCA theme – John Ugbe

The Chief Executive Officer of MultiChoice Nigeria and chairman of the Broadcasting Organisation of Nigeria, John Ugbe, has explained why cultural diversity, the theme of this year’s edition of the Africa Magic Viewers’ Choice Award, AMVCA is important to the company.

Ugbe made the disclosure at the black carpet ceremony of the award which is scheduled to commence at exactly 7pm today.

According to him, it is very important to tell African stories, hence the theme of cultural diversity was adopted for the 9th edition of the prestigious movie awards.

He said; “We always see how it’s important that we tell our own stories, though you may see us drift a bit. I mean I’ve drifted off culturally before. It’s African stories and we thought it was important to put the message out and actually showcase it. We had the cultural event two nights ago. I’m still trying to look through the pictures because they are all absolutely wonderful. It’s what we own, it’s what we have and it’s important that we export it to the world.”

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Reminiscing on the achievements of MultiChoice Nigeria and how far the AMVCA has come, Ugbe noted that as a result of efforts put into movie productions, recipients of the awards are worthy of it.

“You know the years have gone by, but I think if we look back to where we were, when we started 20 years ago, with Africa magic and where we are now, it’s now miles ahead and I think it’s quite an exciting industry. We have put in a lot of work. The Producers, cast and the crew have put their hearts into these productions. So it’s really great for us to be able to recognize and reward them as well”, he said.

Speaking on his expectations for the award night, he said; “We have 34 categories. That is what I’m looking forward to the most, to see the winners. We have amazing musical performances. We’ve got Tiwa Savage and her friends, we’ve got Iyanya and a few other performances of us before we leave tonight and I think it’s just beautiful. Everyone is looking absolutely glamorous tonight, so it’s going to be an exciting night.”

Speaking further, Ugbe disclosed what viewers should expect to see on all Africa Magic channels. “Yes, we are getting a lot more. We have renewed focus on our indigenous productions. So the language options would improve. We are getting closer to the communities. We have refreshed production slits this year. So it’s an exciting time for Africa magic and for all our productions.”