Audiovisual content creators such as producers of movies and television drama series stand a higher chance to win contracts for their creations if they are original, unique, thought-provoking and capture the audience's attention, executives of media companies have said.

They were speaking on Wednesday, November 27, 2019 during the Kigali International Audiovisual Forum taking place in Kigali. The forum is attended by about 500 participants from the audiovisual industry from Rwanda and beyond. 

The main objective of the Forum, according to Rwanda Development Board (RDB, is to foster the development and professionalization of audio-visual structures and industries in Eastern Africa and the whole continent.

Aimé Abizera, Area Export Manager for Africa at Canal+ said that as the company is constantly seeking good content to air on its channels. 

"Our channels run 24 hours a day all throughout the year and we need fresh content every year,” he said adding that Canal+ channels acquire over  8,000 pieces of fresh content every year.   

"The main issue is finding this content,” he said pointing out that the channels depend mainly on series.

He said that the main issue that the company faces is the lack of content creators who can meet the quality requirements.

"I have held discussions with a lot of content producers who said they had ideas they want to develop but, when you go deeper into execution, not much materializes,” he said.

Arthur Asiimwe, Director-General of Rwanda Broadcasting Agency (RBA) said that the public broadcaster also faces local content shortage challenges, adding that it was ready to buy quality and innovative content from producers.

 "The room for consuming all this content is there. We still have a huge gap when it comes to local content,” he said.

However, he said that there is a lack of originality and creativity in content whereby producers copy the ideas from elsewhere and come up with content that is similar to what is aired elsewhere in the world.

"We are looking for originality, for something that has creativity in it. For you to be able to win over the audience, you should have some uniqueness. So, if it’s a local drama series that you are producing, how is it different from the routine? What new elements have you brought in to attract new audience?" He posed. 

Annette Uwizeye, Director and Founder of Nano Studios Africa said that she believes in the growth of the film sector in Rwanda adding that local producers need to look at the country as a viable market.

"Stories to tell through movies, and those to tell them are there, but there is a challenge of lack of funding, as well as capacity building,”  said Uwizeye who is also the Co-executive Producer of the acclaimed 600 Film.

Jim Shamoon, Managing Director of Blue Sky Films in Kenya –  one of the largest production houses in East and Central Africa, said that film producers ought to collaborate to make successful and award-winning films.

 "Together, you can create content that people want to view and you will have a wide audience where everybody is going to come to you and want to pay for expensive films, longer films, TV series. Broadcasters will be after you seeking content for their channels and platforms,” he said.

Felix Siboniyo, Head of the Single Project Implementation Unit (SPIU) at Rwanda Development Board (RDB) said that film involves investment as other businesses.

"We can mobilize funding locally. But, we are also considering to enter a co-production agreement with other countries whereby they can also put in some funds and the film becomes a product of the stakeholders who are party to such agreement,” he said.

 "Another thing we are doing is to consider how to provide incentives such as tax exemption on film production equipment, and various Funds to support film producers,” he said adding that they are open to partnering with other entities such as companies or foreign producers who want to invest in related projects.

He said that film industry has the potential to create jobs and generate income, increase the country’s economy as well as the number of tourists in the country.