To be as diverse as the continent: that is the motto of the creators behind “Afrimaxx”. And luckily for them, Africa offers an almost endless wealth of fascinating people, stunning landscapes and ingenious ideas. Furthermore, sub-Saharan Africa, the target area of DW’s new program, is a “young” region where, according to the United Nations, the average age of people is, in some cases, well below 30 years.
That played a big part in shaping the show’s concept, says Gerda Meuer, General Director of Programming at DW: “With Afrimaxx, we are focusing very clearly on a young target group that we want to inspire and tap into with their themes. The result It is a different vision of the continent, one that has to do with lifestyle, trends, fashion and modernity”.
Every good bartender in Ghana has ‘Akpeteshie’ on their menu
From national to award-winning drinks
In the first episode of the 26-minute English-language show on August 5, 2022, viewers can expect a colorful mix of themes ranging from architecture and a “rogue national spirit” in Ghana to flashy party buses in Kenya.
The show will feature Francis Kere, 57, who was the first African-born architect to win the prestigious Pritzker Prize this year. Viewers will also learn about “Akpeteshie”, the national spirit of Ghana, a drink made from the distillation of palm wine or sugar cane, once banned by British colonial rulers. Ghanaians say it reflects their history of rebellion and desire for freedom.
Matatus are more than shared taxis in Kenya: at night they become trendy party venues
The first episode of “Afrimaxx” will also highlight the legendary Matatu taxis in Kenya. The minibuses, adorned with graffiti, amplifiers and disco lighting, are very popular with young Kenyans, especially in the evening and at night. And “Afrimaxx” will feature one of the best-known artists transforming rusty pots into these modern party vehicles.
‘Euromaxx’ goes to Africa
The idea of showing the lifestyle of the continent in all its facets has been successful at DW. For years “Euromaxx” has presented the lifestyle of young Europeans and those who are young at heart. Following on from this successful concept, the culture and Africa departments created “Afrimaxx”, which targets a young African audience between the ages of 14 and 49.
Produced jointly with an African cooperation partner, the new program is not intended to be a mere copy of the European original, emphasizes Rolf Rische, Head of DW’s Department of Culture and Documentaries: “We see Africa from a unique perspective: we see the creativity, inventiveness, talent, ability, dynamism and success”.
Claus Stäcker, Africa Program Director, is convinced that the production kills three birds with one stone: “We are conveying a positive attitude towards life from Africa that is often overlooked in news reports. We are combining the strengths from Deutsche Welle: a successful lifestyle program here, regional expertise there. And we’ve been working hand-in-hand with a strong African partner from day one.” This combination could become a formula for success, says Stäcker, as well as complement other successful productions such as EcoAfrica or The77Percent.
The face of the new lifestyle show: Ayanda Thabethe
A superstar presenter
Presenter Ayanda Thabethe combines many of these attributes: the 36-year-old South African had already made a name for herself as a businesswoman and actress before she was also known as a top model and TV presenter.
She will be the face of “Afrimaxx”, guiding viewers on her weekly excursions through the culinary and cultural diversity of the continent she calls home.
“Afrimaxx” will be released on August 5, 2022.
On DW TV (English):
Friday: 17:30 UTC / 19:30 MONTH / 18:30 MONTH
Saturday: 20:30 UTC / 22:30 MONTH / 21:30 MONTH
Sunday: 16:30 UTC / 18:30 MONTH / 17:30 MONTH
This article was originally written in German.
Source: www.dw.com