Michael Maponga makes it his life's work to portray authentic African stories globally
His AfrolandTV has become the go-to destination for global black entertainment
Born in Harare, Zimbabwe and raised in Dallas, Michael Maponga noticed a lack of authenticity in how African stories were told in television and film. That gap - coupled with 15 years in the entertainment industry - compelled Michael to launch AfroLandTV, which showcases Pan African movies and television with the vision of becoming the biggest media company bringing African stories to the world. That vision is well on its way to becoming reality as Comcast, Techstars and Ottera are investors in the new service and giants such as Roku and Vizio have joined in as distribution partners. As CEO, Michael’s work has been featured in numerous outlets including Peacock’s Founding in Color, which highlights founders of color building extraordinary companies for the culture.
1) What was your first job in the TV business and what interested you in pursuing it as a career?
My journey in the TV industry began as an actor when I was just six years old in Zimbabwe. I fell in love with the art of storytelling through theater and knew that this was the industry for me. Acting was my first passion and it still is, but I wanted to broaden my knowledge and expertise by understanding the business side of movie making.
In 2016, I got my big break as a leading actor in an international movie franchise called Finding Mother 1 & 2. This incredible opportunity took me across the world to film in Kyrgyzstan, Kazakhstan, and Turkey, which opened doors for me to work on productions in Norway and Ghana. Through these experiences, I realized the need for a platform to authentically tell and bring African stories to the world.
As an African actor, I saw a gap in the industry where Africans were not only missing out on telling their own stories, but also lacked control over the distribution of their unique and diverse stories. This inspired me to found AfroLandTV, a platform that empowers Africans to tell their own stories and share them with the world.
2. Obviously, we're seeing a lot of disruption and change in the TV and video industry these days. If you had to take a look into your crystal ball, where are we headed over the next five years?
Over the next five years, I predict a significant consolidation within our industry, and I'm not alone in this belief. Consolidation is the only way for the TV industry to grow and move forward as there is too much segmentation in the market. The emergence of new FAST channels has only increased the number of players competing for the same markets, leading to tremendous overlap.
If we don't consolidate, it's the audiences that will suffer. The user experience is already worsening, with users spending hours searching for something to watch. In 2016, the average household in the US had only two streaming services, but today that number has increased to 6-8 services. As streaming services, our primary purpose is to entertain users, not to have them play a game of "Find Waldo" on our platforms.
To succeed, we need to make it easy for viewers to access content, and consolidation is the most crucial step in achieving this. However, the harsh reality is that smaller players may not survive as it's much harder for them to compete and become profitable. Unlike the TV networks in the past that received billions in carriage fees to produce content, payroll, and keep the lights on, purely OTT players will take years to achieve profitability and scale. The next five years will be a rough landscape for small players.
Consolidation with big players is already in full steam, with Comcast NBCUniversal and the Charter joint venture - Xumo, Warner Bros Discovery, Paramount Global, and many others leading the way. Small players should also consider consolidating with each other as this will provide them with a better chance to compete and raise capital in a crowded market dominated by industry behemoths.
3. What advice would you give people who want to enter the television or video industries, particularly people of color?
If you're thinking about pursuing a career in the television industry, especially if you're a person of color, the best advice I can offer is to seek out mentors who believe in your vision. As the founder of AfroLandTV, I can attest to the fact that having investors like Comcast NBCUniversal and Ottera has been absolutely critical to our success. Their support not only provided us with a level of legitimacy in the industry, but it also helped to open doors that we might never have been able to access on our own.
It's important to remember that finding people who truly believe in your vision and your potential is key to your success, regardless of what industry you're in. Rather than focusing on trying to convince skeptics, concentrate your efforts on identifying individuals who share your passion and drive. With the right support and encouragement, you can achieve great things and make a real impact in the television industry or any other field you choose to pursue.
4. How do you go about organizing your day and focusing on the tasks at hand that are the most important?
I like to kick off my mornings with a nice walk. Being a devout Christian, it helps me meditate and get ready for the day ahead. I'm big on planning too - I only have 2-3 major goals for the day, which is a technique I picked up from Jocko Willink. It's called 'Prioritize and Execute' and it really helps me stay on track. If I finish my big tasks early, I've got more time to tackle anything else that comes up.
5. How would you describe your own management and leadership styles and how have they evolved over the years?
Running a startup, I have learned that leadership is a learned skill. While some people may have a natural inclination towards leading, effectiveness in leadership requires practice and experience. My management style is based on the principles of Extreme Ownership, a concept I learned from reading Jocko Willink's book of the same name. This style emphasizes accountability for every aspect of business and life, without micromanaging.
In my company, AfroLandTV, we employ the Laws of Combat, which begins with the principle of Cover and Move. This principle emphasizes teamwork and collaboration, with team members never working in silos. We also strive to keep things simple, creating a simple process that is easy for everyone to understand. Communication is kept clear and concise to avoid misunderstandings.
As a leader, I prioritize and execute by detaching myself from the noise and distractions around me, taking time to assess the situation, and making a call. I also believe in the principle of Decentralized Command, which means that every employee is a leader in their own right. My team members understand what they need to do and why, without having to wait for me to give them orders. This creates a culture of autonomy and trust, where everyone is empowered to make decisions and take ownership of their work.