Lebara Nigeria has unveiled Lebara Play, hailed as Africa’s first micro-drama platform owned by a telecommunications company. This innovative platform aims to enhance opportunities for African storytellers and elevate local content to a global audience.
Designed to provide creators with a fresh distribution channel, Lebara Play will make African narratives accessible to both subscribers and non-subscribers worldwide.
The platform will kick off with its original series, Imported Bahu, produced by Forever 7 and featuring Osas Ighodaro. Directed by Hamisha Daryani Ahuja, known for her work on Namaste Wahala, this production marks the first of many original offerings planned for the platform.
Lebara Nigeria emphasises that Lebara Play aims to benefit creators and audiences alike, focusing on showcasing African stories on a global scale and bolstering the continent’s burgeoning digital entertainment landscape.
At the launch, Teniola Stuffman, CEO of Lebara Nigeria, articulated the organisation’s vision to develop a telecommunications ecosystem that integrates innovation, connectivity, and customer-centred digital experiences.
“This platform is a significant milestone in our mission to build a telecom brand that transcends mere connectivity. We aspire to create an ecosystem where technology, innovation, and entertainment converge to offer customers meaningful experiences and unlock new opportunities for creative talent and content enhancement across Africa,” Stuffman remarked.
Beyond entertainment, she indicated that this initiative exemplifies how international telecommunications expertise can be tailored to meet the specific needs of local markets.
“Leveraging decades of experience from various global markets, Lebara plans to introduce additional innovative services aimed at increasing convenience, engagement, and value for Nigerian consumers,” Stuffman added.
She noted that the company’s strategy recognises the evolving demands of telecom customers, who now seek more than just network access. Today’s consumers are increasingly interested in brands that provide seamless digital experiences, personalised services, and enriching content.
Stuffman emphasised that Lebara Play aligns with the company’s commitment to fostering Africa’s creative economy by creating new distribution pathways for content creators, producers, and digital storytellers.
“Through original productions and strategic collaborations, the platform aims to create opportunities for talent while offering quality entertainment to audiences,” she explained.
Hamisha Daryani, founder of Forever7 Entertainment, expressed her enthusiasm for partnering with Lebara Nigeria to launch her new micro-drama series on Lebara Play. She noted that Lebara’s customer-focused vision closely mirrors Forever7’s values, making the collaboration a perfect fit.
Daryani disclosed that the new micro-drama features a stellar cast from both Bollywood and Nollywood, presenting a captivating romantic story tailored for mobile viewers.
“With micro-drama, which typically consists of episodes lasting around three minutes, we’re redefining entertainment consumption. This format provides a convenient and engaging viewing experience, especially for those who primarily access content via their mobile devices,” she stated.
She further elaborated on the platform’s mission to foster creative expression and provide opportunities for content creators across the continent. Daryani highlighted the format’s previous successes in Asia and the Americas, as well as its growing appeal in Africa.
The initiative also aims to support emerging creatives through knowledge sharing, skills development, content curation, and industry collaboration. The Nigerian release of Imported Bahu is anticipated to begin in July.
