Over the last decade, Africa has undergone tremendous technological changes. The flip side of this development, however, is not a happy story. The information highway has become the avenue for cultural indoctrination, and virtual trouncing of the African heritage, culture, and innovation. The trend is abated by print and broadcast media that have sacrificed treasured African artistry, creativity and heritage to the commercial bottomline.

Afrodizzia is an exclusive musical safari around the continent showcasing Africa’s best musical talent. It relives the nostalgia of yesteryears and caters to the needs of mature connoisseurs of African music and art who have been shut out of by excessive youthful content on television.

Showing on major television stations in the region – Citizen (Kenya), UBC (Uganda) and soon in Rwanda — with a huge fan base, Afrodizzia has been top-ranked wherever it has premiered. 

The show is interactive and informative. It provides useful tips and profiles of featured artistes; events linked to the African theme of the show, quizzes and give-aways for viewers to participate via SMS and email, Facebook and an interactive website.

Content

Afrodizzia is a celebration of African music, culture and talent that is deliberately produced to promote what is popular, decent but authentic to Africa. Only on Afrodizzia will you find such a diversity of African music icons as Youssou N’dour, Salif Keita, Papa Wemba, Africando, Suzana Owiyo, Oliver Mtukudzi, Lucky Dube, Kidum, Tshala Muana, Geoffrey Oryema, Miriam Makeba, Meiway, Isaiah Katumwa, Koffi Olomide, Khaled, Fally Ipupa, Hugh Masekela, Kidum, Oliver Ngoma, Amr Diab, Werrason, Sipho Mabuse, Manu Dibango, Femi Kuti, Mbilia Bel, Angelique Kidjo, Ringo, Achieng Abura, Franco, Afrigo Band, Nameless, Chameleon, Jonathan Butler and Tony Nyadundo among others.

Africa comes together on Afrodizzia, a vibrant mix of African song and dance, reflecting the past and present.

Format

Music: 95 per cent of the program comprises of music videos from an extensive variety of African artistes from the continent and the Diaspora in Soundafrica’s catalogue.

Infotainment: Info ranging from artiste bios, music genres, events and new releases

Quizzes and Teasers: Viewers have a chance to interact with presenters of the program by answering questions via sms and winning CDs & DVDs, event tickets, and other goodies from commercial advertisers/sponsors, and Soundafrica.

Requests: viewers can request for their favorite songs and also exclusive shows featuring their favorite artistes, genre or music from a particular region/country.

Rationale

Music is still the main vehicle for reaching many consumers in East Africa. Afrodizzia is a popular, refreshing, mature program ideal for all age groups and family viewing, hence ideal for communicating commercial messages.  It also brings a continental flavour that is not found on any television music program in the region.

Reach

Afrodizzia shows on the largest television stations in Kenya and Uganda (soon to premier on Rwanda TV) and is about the only program that is watched by all classes (A-D) contrary to common programming segmentation.  According to Synovate Research, Afrodizzia is the most watched late night programme, with a higher viewership during the daytime repeats.