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Last updated Friday, November 8, 2024

Kigali, Rwanda – The Mashariki African Film Festival (MAFF) kicked off its 10th edition with an engaging panel discussion titled "From Roots to Reels: The Evolution of African Content: From Local Narratives to Global Screens." Held on November 7, the discussion drew attention to the dynamic landscape of African cinema, with a particular focus on the role of Tanzanian filmmakers and broadcasters.

Moderated by Lucy Wangeci Muthui, the panel featured prominent figures in the industry, including Fatma Mohamed from Azam Media, content producer Vicencia Shule, and Professor Martin Mhando of Showtime company. 
Each speaker brought unique insights into the challenges and opportunities facing African filmmakers today.

Fatma Mohamed emphasized the importance of understanding demographics in reaching African audiences. She highlighted how Azam Media's commitment to local narratives not only strengthens viewership within Africa but also paves the way for building audiences beyond the continent. 
"By tailoring our content to reflect the diversity and richness of African stories, we can engage viewers both locally and internationally," she stated.

Dr. Shule echoed this sentiment, warning of a growing lethargy among filmmakers regarding film policies. She urged her colleagues to actively participate in shaping these policies to foster a more supportive environment for African cinema. "We must be proactive in advocating for our industry; our voices matter," Vicencia asserted.

The discussion also spotlighted Tanzania as a beacon for African cinema, particularly for its use of Kiswahili as a medium of storytelling. The panelists praised Azam Media for its willingness to take risks and support local talent, setting a precedent for other countries to follow.

The Mashariki African Film Festival, recognized as the largest film festival in Rwanda, serves as a vital platform for filmmakers across Africa to connect, collaborate, and showcase their work. The festival aims to foster a growing film audience and strengthen ties among filmmakers, the African diaspora, and international media producers.

Running from November 3 to 9, 2024, this year’s festival promises a rich program featuring world premieres, screenings, workshops, seminars, and networking opportunities. As the festival unfolds, it continues to highlight the importance of African narratives in the global film landscape, showcasing the continent's vibrant storytelling tradition.

With discussions like these, the Mashariki African Film Festival is poised to inspire a new generation of filmmakers and elevate African cinema on the world stage.