PROJECT
Pan-African Media Production and Distribution
Client:
CLICK AFRICA
Challenge:
Josey Agency addressed the challenge of creating and distributing content that would positively showcase Africa’s diversity, potential, and achievements to both continental and global audiences. Negative portrayals of Africa often dominated the media landscape, and there was a need for authentic, African-produced content that could reach a wide audience.
Approach:
In 2009, Josey Agency launched “CLICK AFRICA,” an innovative TV show designed to be a window into Africa’s soul. The agency’s approach included:
- Developing a format that blended high-profile interviews, cultural showcases, and economic insights.
- Leveraging extensive networks to secure interviews with prominent African leaders, including former and current presidents from various nations.
- Balancing political content with features on business executives and extraordinary citizens.
- Creating segments that highlighted Africa’s natural beauty, cultural heritage, and economic potential.
- Negotiating broadcasting deals to ensure continent-wide distribution.
Impact:
- Achieved continent-wide broadcasting, significantly expanding the reach of African-produced content.
- Provided a platform for African leaders to address continental and global issues directly to a diverse audience.
- Contributed to changing narratives about Africa by showcasing its diversity, vibrancy, and potential.
- Established Josey Agency as a respected player in African media production and distribution.
- Set a new standard for pan-African content creation, inspiring other media companies across the continent.