French public broadcaster TV5Monde wants to bring its French-language content to African kids in a major way, so it has been opening public-access centers where kids can watch its shows and movies together.
Kids in Africa tend to gather in groups of 20 to 30 to watch TV, but many families across the continent don’t have access to satellite services. So the broadcaster decided to bring its content to more children by creating TV5Monde Houses, outfitted with TVs and computers that kids can use.
The goal of these centers is to connect with kids in their communities, make TV5Monde’s content accessible, and spread the French language in the region, says Patrice Courtaban, the company’s EVP of global growth and business development. At the TV5Monde Houses, kids can watch African shows that TV5Monde acquires and pre-buys, as well as content from partner channels including France Télévisions and Télé Québec.
Since the initiative got underway in 2004, the broadcaster has opened 14 centers in African countries such as Ethiopia, Rwanda and Nigeria—each of which is regularly used by dozens of kids. TV5Monde is now plan- ning to expand the program by establishing 10 more centers this year (including a first one in Western Africa) and launching new resources to teach kids about the environment and digital literacy.
Locations are chosen with input from local authorities and financial partners, and the houses are run by teachers and NGO execs.
Beyond just getting in front of kids who otherwise wouldn’t see its content, TV5Monde is eager to reach a growing French-speaking population in Africa. By 2050, more than 80% of the world’s French speakers could live in Africa, says Courtaban, citing data from the Organisation Internationale de la Francophonie, a group that promotes the French language worldwide.
“We can bring kids together around new shows and entertain them, and we believe that’s the best way to learn French,” says Courtaban. “We can also host large outdoor screenings where hundreds of kids can come together. We want more events like this.”
The centers showcase content that has been produced in Africa, such as animated series King Keita (Afrika Toon) and Canadian prodco Avanti Group’s live-actioner Alix and the Wonderful. But they also screen popular international shows such as The Smurfs and Teenage Mutant Ninja Turtles.
TV5Monde’s data shows that on average, 50% of African kids ages four to 14 watch its TiVi5MONDE kids channel every week. New carriage deals are helping to increase awareness for both the channel and its con- tent, but it’s the centers that really connect children to the broadcaster.
“The centers can reach many people at once, and we can also talk to people and connect with kids,” says Courtaban. “We can find out what they want to see, and learn [their interests], while bringing the best kids content to Africa.”
