During the recently concluded BMA webinar session, From Spots to Streams: How Broadcasters Can Monetise Across Linear, OTT and FAST Platforms, Bright Yeboah, Co-Founder of WI-FLIX, outlined the company’s strategic shift towards content production, underscoring the importance of quality control and the growing need to engage Gen Z audiences through authentic African storytelling.
Yeboah referenced the long-standing industry mantra that “content is king,” noting that it has evolved into “content is king and queen,” as platforms compete for audiences across multiple distribution channels. In response to this shift, WI-FLIX is repositioning itself with a stronger focus on original content production.
According to Yeboah, one of the most significant challenges facing content production in Africa is maintaining consistent standards in visual and audio quality. WI-FLIX receives a high volume of content submissions from producers and aggregators seeking monetisation opportunities; however, internal audits reveal that much of this content does not meet the technical requirements for premium digital platforms. As Yeboah explained, much of the material is not suitable even for basic online distribution, let alone for international, high-value platforms.
To address this, WI-FLIX has implemented an internal screening and quality-control framework designed to assess incoming content more rigorously. This process enables the company’s teams to evaluate production standards—particularly sound and visual quality—before content progresses further in the pipeline.
As part of its evolution, WI-FLIX is expanding into original productions, following a model similar to successful production initiatives in markets such as Nigeria. In Ghana, the company is in the process of establishing a dedicated post-production studio, reflecting its strategic emphasis on strengthening this critical phase of the content value chain.
Yeboah clarified that the challenge is not a lack of talent, as many creators and technical teams are highly skilled. Rather, the gap lies in content packaging and delivery standards, particularly for linear and OTT platforms. He highlighted metadata preparation as a recurring challenge, noting that many creators lack the specialised skills required to meet platform-specific delivery and compliance requirements.
This focus on post-production and refinement supports WI-FLIX’s broader objective of increasing the volume of high-quality original content, particularly drama series that reflect authentic African narratives. Yeboah emphasised that the company’s content strategy centres on telling African stories and presenting a contemporary, globally competitive image of the continent.
Looking ahead, Yeboah noted that WI-FLIX is rebalancing its production strategy to include short-form content tailored for younger audiences. Rather than focusing exclusively on long-form productions, the company is increasingly investing in short-format storytelling designed for mobile consumption.
This shift is driven by changing audience behaviour, particularly among Gen Z viewers, whose attention spans and viewing habits favour concise, easily consumable content. WI-FLIX is therefore developing content in “reel-style” formats, typically 10-15 minutes long, allowing audiences to engage quickly before moving on to the next episode or piece of content.
Yeboah concluded that this short-form, mobile-first approach is a key focus area for WI-FLIX as it continues to evolve its production and monetisation strategies across linear, OTT and FAST platforms.
To view highlights from this conversation, click here.
