Tajuddeen Adepetu is CEO, Consolidated Media Associates, the parent company for popular urban music platform, Soundcity, ONTV and Spice fashion channel among others. In this interview, he talks about his new ‘baby’, the ONTV MAX, which recently debuted on Dstv and Gotv and what it sets out to achieve.
What is so special about ONTVMax compare to the existing ONTV?
ONTVMAX is a further rebranded extension of the ONTV experience and will broadcast other syndicated contents from other CMA Group channels on the Dstv and GOtv bouquet, specifically from Trybe Movie Channel, Televista contents like the telenovelas, spanking new and fresh music videos and exclusive contents from Soundcity, fashion and lifestyle content from Spice fashion channel and actualities/News information from Access24, making and creating a complete television package experience unrivaled by any platform currently in operation.
Tell us about the CMA Group.
Consolidated Media Associates Limited is Nigeria’s No. 1 leading Television Production Media House. The CMA television brands and products have grown to be admired by vast television groups and audiences across Africa. The successes achieved by the company and her offerings over the years have created a huge followership for each of the individual Television Channel brands.
CMA is a General Media Production and Television powerhouse with footprints in Satellite, Cable, Digital and Terrestrial Television; the ultimate brand/product enhancing and exposing company in today’s world, offering excellent creative choices in the production of content either for awareness, perception or product elongation.
The CMA Group is a national and continental player and heavyweight originating from Nigeria which has over the years strategically developed different television brands to suit and cater for clients and households. These channels are cut amongst the different spheres and genres in television viewership thereby maintaining a tailor-made open-window for different advertisers. We produce six channels in general; Soundcity, Spice, Trybe, Access24, OnTV and Televista.
What new programmes are you introducing to your ONTV MAX bouquet?
We have exciting contents, new programmes that would make viewers glued to ONTV Max. One of the new programmes we are introducing is a popular telenovella called Avenida Brasil. It is popular in Brazil and other neighbouring South American countries even in Portugal.
In fact, it is so popular that on the day of its final episode in Brazil, President Dilma Rousseff felt obliged to change her work plans; a planned political rally, so that people could watch it. That was unprecedented in the annals of television programming.
Why should viewers watch this new series ahead of other such foreign series on terrestrial and satellite televisions?
Avenida Brasil is in a class of its own. Brazilians are known to take their soap operas or novellas seriously, but this one has even surpassed another national passion, exceeding audiences for even a football final. As well as being a compelling watch, the show is notable for putting Brazil’s growing middle class centrestage where in the past it was the lives of the super wealthy that dominated the screens.
The plot follows the dramatic story of Rita, a sweet young woman, who struggles to recover part of the life her gold digger stepmother took from her when she was only a child. It is a story of vengeance, melodrama and everyday vicissitudes that everybody can relate to.
Would you believe that on its final episode, restaurants and bars held events in many cities and bets were placed to find out the plot’s final mystery? That is the kind of unprecedented phenomenon Avenida Brasil is. We have secured the broadcast rights for it and it would start airing in the next couple of days.
You were going to talk about new programmes…
Yes. Don’t forget, our major key driver contents are sports, the Omni sports daily global sports news package, which comes up every night and the highlight show of the same package, which gives breaking news, updated sports news six times a day; we have an extensive library of telenovelas, be it Mexican, Filipino, Brazilian or Indian. Our viewers have come to expect the best from us, and we are yet to let them down.
We are number one in providing the best stories on our Nollywood movie belt, whilst also providing a wide library in original drama productions because we believe this is why we have been rated number one for two straight years. For best fresh music, we have partnered with Soundcity, the leading light in African urban entertainment.
ONTV has been in existence for three years now, what would you say have been your driving force?
From inception, we set out to offer Nigerians a different kind of television programming combining drama, entertainment and sports. Indeed, what has defined the success of ONTV has been its content. ONTV meets its viewers’ expectations in their various sphere of need, so if it’s drama, movies, music, telenovella, news, kiddies content and other family programmes and shows, you will find all on ONTV. Since then, we have consistently been rated the number one terrestrial station in Lagos. But now, with our new robust contents, we are reaching beyond the stratosphere.
What is your relationship with MultiChoice?
Our relationship with Multichoice is a unique one, where we provide the best of thematic channels for their various bouquets. On the DStv and GOtv platforms, we have the Soundcity music and lifestyle channel which is Nigeria’s truly first music channel and the emerging leader in African urban entertainment, number one in ratings and now celebrating 10 years of its existence; the Spice Fashion Channel, Nigeria’s leading lifestyle channel and Africa’s first fashion channel, the Televista Series Channel; and the ONTVMAX general entertainment channel.
Why did you decide to launch ONTV Max on DStv and GOtv?
Our aim when we launched a channel has always been to provide an avenue for all to watch all our channels creative contents, now with Dstv and GOtv, viewers are able to see our other channels’ programmes like the telenovelas which hitherto only broadcast on Televista. Access is the key point of television, ONTVMax provides for her various viewers that access to a more enriched viewing experience.