2026 AMVCA may be the last, filmmaker Mildred Okwo says

Filmmaker Mildred Okwo's recent pronouncements regarding the potential end of the Africa Magic Viewers’ Choice Awards (AMVCA) have sent ripples through the Nigerian film industry. Her candid suggestion, shared on X, that the 2026 edition could be a "farewell" is not merely a casual observation but a reflection of deeper anxieties about the sustainability of prestigious platforms that celebrate African cinema.

Okwo's concerns are rooted in the pragmatic realities of the entertainment business. She rightly points out the significant costs associated with producing an event like the AMVCA and questions whether the new ownership, particularly in the context of MultiChoice's strategic pivot towards its streaming service, Showmax, will see the awards as a worthwhile investment. The emphasis on "serious ROI" in the initial years of acquiring a business is a stark reminder that creative endeavors must often contend with financial imperatives.

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I will be very surprised if this AMVCA is not the farewell edition.

This situation highlights a broader trend in the media landscape, where traditional television events are increasingly being re-evaluated against the backdrop of burgeoning digital platforms. While the AMVCAs have been instrumental in recognizing and promoting Nollywood talent, their future may hinge on their ability to align with the new strategic direction of their parent company. The introduction of new categories aimed at strengthening pan-African representation is a positive step, but it doesn't entirely assuage concerns about the event's overall longevity.

The Nigerian film industry, which has seen remarkable growth and global recognition, relies on platforms like the AMVCA to foster a sense of community, celebrate achievements, and inspire future generations. Okwo's warning, therefore, serves as a crucial call to action for stakeholders to consider how best to ensure the continued success and relevance of these vital industry markers, even as the media ecosystem evolves.

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I doubt the new owners will be interested in shows that don’t make a serious ROI in the first few years of buying the business. It costs a lot of money to produce that show.