Mon 14 Sep 2015, 14:29
Kenya Corporate Social Responsibility
Education is an African priority and as such it is the main focus of our CSI strategy. Our investment is primarily, but not exclusively, activated through our flagship MultiChoice Resource Centre (MRC) initiative. The programme leverages our powerful digital satellite platform to make a difference to the lives of students and teachers across the continent. To date 188 MRCs have been rolled out in Kenya.
Promoting Kenyan sports
By investing in sports, MultiChoice has helped develop competitions and enabled sports to gain popularity. Broadcasting has promoted engagement with sports by increasing branding, awareness, participation and attendances. Initial investment by MultiChoice has enabled stakeholders to benefit from other revenues from merchandising, ticket sales and sponsorship.
Levels of sporting activity in Africa are often low due to a range of factors, including lack of sports instructions in school, teachers and coaches and equipment44. This often arises because of a combination of increasing demand and funding constraints45. In this context MultiChoice’s investment is particularly noteworthy. Developing sports initiatives into marketable sports propositions Over the years, MultiChoice has actively identified, invested in and supported the development of sports initiatives into marketable sports propositions.
Financial support in sports infrastructure and sports production infrastructure MultiChoice has provided significant direct financial support for sport infrastructure, through broadcasting licence fees, production spend and sponsorship fees. MultiChoice has spent an aggregate of $24.3 million between 2011 and 2014 on licence payments and production costs for showcasing football competitions (KPL, CECAFA, Gor Mahia TV and AFC Leopards TV) as well as other sports such as Basketball, Athletics and Rugby.
The Kenya Premier League
The Kenya Premier League (KPL) is a local football league which has been the epicentre of football transformation in Kenya. KPL came into being in 2003 as an initiative of 16 football clubs who sought to bring structure to the football league in Kenya. SuperSport has supported the league since the beginning through funding and live broadcasting of the matches as well as training programmes. This transformation has created an economy out of football, benefitting players, clubs and society.
Today, players who would otherwise have played for their clubs as a hobby are formally contracted and receive a salary from the club. Gate collections have also increased due to growing popularity of the KPL. SuperSport’s investment has been essential in developing the league, enabling matches played to increase from 20 to currently 80 a year. SuperSport has also extended its sponsorship beyond the players and broadcasting. They further sponsor the New Managers Program conducted at Strathmore University, an Africa wide programme worth KES 40 million in which 30 selected club managers underwent intense club management training.
The GOtv Shield
MultiChoice has played an important role in the development of community sports in Kenya. Previously known as the FKF President’s Cup, the GOtv Shield was revived two years ago with MultiChoice’s support in order to bring football closer to the communities in Kenya. Through providing its support through the GOtv brand, MultiChoice has made a conscious decision to keep the tournament close to the communities. It has provided direct financial support by providing and naming rights, and prize money over the last two seasons.
In addition, MultiChoice pays additional funds annually to FKF for broadcasting rights. These funds have resulted in better salaries for players, and improved sports infrastructure and stadiums for the communities which host these matches.
Facilitating skills transfer and training
MultiChoice has facilitated skills transfer through various initiatives from experts from outside Kenya to Kenyan cameramen, local producers and other production staff. MultiChoice has taken cameramen and local producers abroad for training. It has initiated the GIFT programme which provides training to directors, cameramen, sound and EVS. It has invested a significant amount on training employees of MultiChoice in Kenya, and also carried out an internship programme in 2013/14 during which it trained nine interns in its production house. Such initiatives have stimulated wider interest in the local production sector from government bodies and universities. MultiChoice has partnered with local bodies (e.g. Kenya Film Commission) and universities to teach production skills (Strathmore University).
Experience of different local producers
MultiChoice is enabling the growth of the local production industry in a variety of ways: through its demand for a variety of high quality content; by providing training; by creating incentives through competitive compensation; and by opening up opportunities for producers beyond national boundaries. Local producers such us Nusu Nusu Productions, Spielworks Media and Insignia Productions recognise the growth of the sector and their organisations through collaboration with MultiChoice.
The experience of these local producers illustrates how MultiChoice is supporting specialisation in the sector. Nusu Nusu Productions has excelled in production of sports content following working with MultiChoice. ‘MultiChoice has created a sports production industry, without them it would not exist,’ says Fareed Khimani, one of the two Nusu Nusu Productions Directors. Further, in Dorothy Ghettuba’s view, CEO and Co-Founder of Spielworks Media, MultiChoice has enabled the development of different genres of content including dramas, lifestyles, magazine shows, soaps and talk shows, allowing specialisation amongst producers.