Afrimaxx launches today August 5th as a 26-minute format on DW’s English-language TV show. Short forms will also be released on The 77 Percent’s social media channels and DW’s French, Portuguese, Haussa, Kiswahili and Amharic departments. In the same week, DW’s partner and co-producer, Arena Broadcast in South Africa, will also add Afrimaxx to its television lineup on The Home Channel.
Hosted by South African presenter and actress Ayanda Thabethe, the magazine highlights innovation and inspiration from popular culture in different countries on the continent. It features emerging artists and cultural figures from the design, music, architecture and gastronomy sectors.
South African presenter and actress Ayanda Thabethe.
Vernon Matzopoulos, Director of Arena Broadcast: “For us, Afrimaxx is a watershed moment, a powerful antidote to the usual narrative of war, coup and famine. It showcases the astonishing wealth of African creativity, through design, décor, fashion, art, music and food. And a celebration of the young men and women who are beginning to take their rightful place on the world stage.”
DW collaborative project
Afrimaxx is a joint production of DW and Arena Broadcast in Johannesburg. For production, the South African media company uses its existing network of reporters in various sub-Saharan countries. DW also produces its own contributions to the show.
DW partner Arena Broadcast carries Afrimaxx on its linear The Home Channel.
Gerda Meuer, General Director of Programming at DW: “With Afrimaxx, we are focusing very clearly on a young target group that we want to tackle with topics that interest them. The result is a different vision of Africa: a continent that also has a lot to offer in terms of lifestyle, trends, fashion and modernity. The exclusive and intensive Afrimaxx format will inspire us all”.
Afrimaxx is the African counterpart of Euromaxx. The successful DW format has provided audiences with insight into European culture and lifestyle since it began airing in 2003.
Source: www.dw.com