A Flourishing Film Industry with Continental Appeal
Ethiopia’s film industry is currently experiencing a remarkable renaissance, captivating audiences with a surge of engaging, locally produced stories. This growth is fueled by the expanding presence of Pay-Tv platforms like DStv and Canal+, which offer dedicated Ethiopian movie channels. Notably, DStv’s Abol TV has played an instrumental role by investing in the creation of local content. This collaborative effort, combined with the commitment of local free-to-air channels like EBS, ARTS TV, and ETV to prioritize original Ethiopian productions, has propelled the entire Ethiopian film production sector forward.
However, a significant challenge looms large amidst this thriving landscape: digital piracy. Ethiopian films, alongside Hollywood blockbusters and Nollywood hits, are readily available as unauthorized copies in electronics stores and on various online platforms such as YouTube, Telegram, TikTok, and Facebook. These pirated copies, often disguised as trailers with misleading titles, not only deprive filmmakers of their rightful revenue but also hinder future investments in film projects. Imagine the disheartening experience for an Ethiopian director who pours their heart and soul into creating a film, only to find it freely accessible online the very next day.
“Digital piracy, particularly rampant on platforms like Telegram, YouTube, and TikTok, is a significant threat to DStv’s operations and, more importantly, to Ethiopia’s thriving creative industries,” said Gelila G/Michael, Managing Director of MultiChoice Ethiopia.
A Double-Edged Sword
A thriving film industry creates a ripple effect that benefits the Ethiopian economy. Strong IP protection attracts investors, leading to a richer cinematic landscape with a wider variety of films. This industry also fosters a wealth of jobs in acting, directing, and other creative fields, with educational institutions adapting programs to meet these needs.
Beyond entertainment, film fosters cultural exchange. Ethiopian stories can resonate with continental and global audiences, leading to increased tourism and foreign investment. The desire for high-quality films drives innovation in technology and ancillary services, creating a self-sufficient industry with opportunities for entrepreneurs. This fosters a skilled workforce with transferable skills applicable beyond film, such as advertising, gaming, and virtual reality.
International recognition through film festivals and co-productions opens doors for collaboration and knowledge exchange. Ethiopian filmmakers can gain valuable experience working with international crews, while the world discovers unique Ethiopian stories. This global collaboration elevates film quality and expands the industry’s reach.
However, digital piracy presents a double-edged sword for content creators and investors like Pay TV platforms (DStv, Canal+) and local FTA Channels. While it increases film visibility, it significantly reduces potential revenue streams. Without recouping their investment, producers are less likely to take risks on ambitious projects, limiting the overall quality and quantity of Ethiopian content. This financial loss discourages further investment from Pay TV platforms and FTA channels, stifling the industry’s growth and its ability to create high-quality content that can compete on a global scale.
“Piracy is theft,” says Frikkie Jonker, Irdeto’s Broadcasting and Cybersecurity: Anti-Piracy Director. “When people steal content, those productions stop being viable. Those stories are not told, and the people who create that content are not paid. At MultiChoice, we know that the television sector is a major economic multiplier in Africa, which directly and indirectly creates thousands of jobs. Piracy threatens the existence of those jobs – and the well-being of communities across the continent.”
Jonker says the same principle applies across the video content sector – to movies, sports, series, telenovelas, talk shows, and documentaries.
“Piracy has been shown to discourage creativity and innovation in the content sector because creators and innovators may not receive the financial rewards they deserve for their work,” he added.
Combating Digital Piracy: A Concerted Effort
The ease of access to pirated copies discourages audiences from seeking legal alternatives, ultimately hampering filmmakers’ ability to recoup investments and fund future projects. To combat digital piracy effectively, collaboration from various stakeholders is required.
The Ethiopian Intellectual Property Authority (EIPA) is crucial in establishing and enforcing a robust IP framework. This involves simplifying copyright registration, promoting IP rights awareness, and working with law enforcement to tackle piracy.
The Ethiopian Media Authority (EMA) can establish clear content guidelines and address censorship issues while ensuring creative freedom for filmmakers. This fosters an environment conducive to industry growth. However, the Ethiopian police force also requires sufficient resources and training to handle piracy cases effectively.
While enforcement measures are crucial, fostering a culture that respects intellectual property is equally important.
Creative Networks and Filmmaker Associations can advocate for filmmakers’ rights, lobby for government support, and guide emerging filmmakers. Networks can champion the rights of artists, ensuring fair compensation and safeguarding creative ownership.
Prominent Ethiopian Actors, Directors, and Artists leverage their public image to raise awareness about piracy’s negative impacts and promote legal viewing alternatives. Public service announcements can significantly impact public awareness.
TV Channels and Online Platforms play a crucial role in educating the public about the importance of intellectual property and the value of Ethiopian cinema. By showcasing success stories and shedding light on filmmakers’ obstacles, they can inspire audiences to support Ethiopian films legally.
Schools and Universities can significantly impact the development of a culture that values intellectual property rights. Integrating intellectual property concepts into curricula can educate the next generation on respecting and appreciating creative works. Additionally, public libraries can further support this cause by offering legitimate access to Ethiopian films and promoting local cinema through screenings and educational activities.
Ethiopia stands at the cliff of a golden age in its film industry. By tackling piracy, nurturing a culture that values intellectual property, and implementing the recommendations provided, Ethiopia has the opportunity to cultivate a vibrant cinematic environment. This environment will not only entertain viewers but also act as a significant tool for cultural exchange, economic progress, and global recognition.
“DStv Ethiopia is committed to working alongside all stakeholders, from creators to consumers. We believe that collaboration is key to creating a sustainable entertainment ecosystem where everyone benefits. DStv itself plays a crucial role in supporting the Ethiopian film sector. We believe, DStv is functioning as a vital financing and distribution platform, ensuring Ethiopian content creators have a way to reach audiences and be rewarded for their work. By choosing legal access to content through DStv, consumers can enjoy a safe and reliable viewing experience while simultaneously supporting the creation of high-quality Ethiopian entertainment. This fosters a sustainable ecosystem where everyone benefits. As Managing Director, I urge, including all media houses and government stakeholders to unite together. We need a collaborative front to combat this issue,” said Gelila.
Jonker strengthens Gelila’s point “If we can overcome piracy, we will liberate Africa’s creative economy and multiply its impact. Thousands more jobs and careers will be created, and we will be able to give Africa’s people world-class entertainment that reflects their lives.”
The global audience is eager to engage with Ethiopian narratives. Pay-Tv platforms and free-to-air channels play a vital role in exhibiting Ethiopian films, building a local viewership, and stimulating a national dialogue on Ethiopian cinema. Moreover, the support for local content production establishes a crucial financial framework that empowers Ethiopian filmmakers to share their stories.
Nonetheless, a united effort against digital piracy is indispensable. Only through a collaborative approach involving filmmakers, government entities, educational institutions, and media channels can Ethiopian cinema truly thrive. By presenting legal alternatives, educating the public, and enforcing intellectual property rights collectively, Ethiopia’s film industry can flourish and interconnect its distinctive voice to the global audience. The future of Ethiopian film industry appears promising, and with the appropriate backing and a spirit of collaboration, it holds the potential to emerge as a significant player on the global stage, captivating audiences worldwide with its unique stories and perspectives.
