The Independent Uganda: You get the Truth we Pay the Price
Johannesburg, South Africa | THE INDEPENDENT | MultiChoice, Africa’s leading entertainment company, has been recognised as a leader in creativity and social responsibility at the prestigious Promax Awards 2023. Its pioneering campaign, “Piracy Untells Our Stories,” has received multiple awards across various categories, including Best Directing, Best Music Composition, Best Sound Design, Best Animation Design, Best Visual FX & Compositing, and Best Public Service Announcement.
The acclaimed anti-piracy TV commercial that spearheaded the campaign features the powerful participation of MultiChoice’s top-tier talent from local shows across its various countries. This collaborative effort has been instrumental in delivering a strong message to audiences about the damaging effects of piracy on the African creative industry.
Content piracy continues to threaten the very existence of the creative sector, with a Parks Associates report indicating that the value of pirate video services will exceed $67 billion globally this year. This alarming figure indicates not just a significant financial loss but also the end of thousands of jobs and the loss of African storytelling.
In Africa, piracy’s presence is alarming, with millions of visits to piracy sites recorded over short periods, threatening the very foundation of the continent’s cultural narrative.
MultiChoice’s “Piracy Untells Our Stories” campaign has been a labour of love and commitment. Director of Photography Samuel Thanyika and Script Supervisor Betty Ngulume are among the many talented individuals whose lives have been significantly changed by the opportunities in the industry. They, like many others, have joined hands in this initiative, driven by a shared passion to protect the stories that shape and reflect the diverse culture of African life.
Through this award-winning campaign, MultiChoice called on viewers to stand in solidarity against piracy, to protect the livelihoods of the continent’s creatives, and to promote the continued celebration and sharing of African stories.
