M-Net is set to close its ‘Maisha Magic’ channel from March this year due to low popularity, just six months after the launch, and shift its focus to ‘Maisha Magic Swahili’ which seems more popular with DStv susbcribers.
According to a media release, the decision was made after an in-depth assessment of each of the channels’ viability, including a review of rankings and popularity.
“Unfortunately, Maisha Magic has not performed and grown as per our expectations. Overall, the channel was unable to achieve the ratings consistency we needed to sustain the business and support our continued investment,” said Patricia van Rooyen, CEO, M-Net sub-Saharan Africa.
“As a result, M-Net made the carefully considered but difficult decision to cease operations of the channel. We are grateful to the Maisha Magic team, which includes M-Net East Africa Regional Director Michael Ndetei and some of the most talented and creative people in the Kenyan media industry. M-Net will endeavour to make this closure as smooth a transition as possible for them.”
The firm was however quick to reassure Kenya’s content producers of its commitment, stating that it “will ensure that it continues to support film makers by showcasing their talent on other M-Net channels.”
In August 2014, M-Net announced that it would introduce the ‘Maisha Magic’ channel, an ‘East-African focused TV brand’ specifically tailored to meet DStv subscriber viewing needs on September 1 of the same year.
“M-Net has been building steadily on its investment in the East African market, centralised in Kenya but with outreach across the region. We have recognised that whilst the AfricaMagic brand has come to represent a powerful philosophy about pan-African cohesion, there is definitely great potential for a customised East African television brand,” said Michael Ndetei, M-Net East Africa Regional Director.”As such, M-Net put in place a detailed project a few years ago to carefully build its technical, staffing and content capacity so that when Maisha Magic is officially launched, it would be the culmination of all these investments.”
The Maisha Magic channel is accessible to DStv Premium and Compact subscribers on channel 161 and is predominantly made up of East African content.
To further entrench the ‘Maisha Magic brand’, M-Net on September 24 changed ‘AfricaMagic Swahili’ to ‘Maisha Magic Swahili.’
Source: AllAfrica
