Inside Spectrum Television

By Mirabel Azangeh Tandafor

Spectrum Television, STV, recently took the audio-visual media landscape in Cameroon by storm, sweeping in the process, most of the hitherto loyal audience of other television stations that had been in existence before it. STV’s pioneer General Manager, MACTAR SILLA, says coming as two channels in one, it is also the first private TV to be on satellite in Cameroon. He told The Post in an exclusive interview that positioning the new audio-visual outfit in a highly competitive environment doesn’t raise any goose bumps.

The Post: Tell us about STV, and whose idea it was?

Mactar: STV is the acronym for Spectrum Television. It is the outcome of a long process started by young Cameroonian entrepreneurs; namely Collins Mukete, Ekoko Mukete and Ben Fondufe who have been in the media business for a very long time. At the beginning, they were operating an MMDS system that is involved in advertising and media planning and a telecommunications sector. In the very early 1990s, they thought it was time for them to put up an entertainment television channel, that would add some value to the audio-visual landscape in Cameroon. I met them when I was Managing Director for TV5 in Paris. They told me what they wanted to do for, not only Cameroon, but also Africa and the world. They asked me to come and work with them, and that is what I am now doing with great pleasure. I left my position, and I am now trying to make this dream come true; the dream of making STV one of the most successful business ventures in Africa and to the rest of the world. The TV channels are two: STV1 and STV2. STV2 is supposed to be a French channel, while STV1 remains predominantly English. But as at now, we are still doing some kind of joint programming. The differentiation will come with time. STV1 will be English and will focus more on entertainment programs like sports, films and other youthful programs. The other will be more cultural and educational.

You cited a number of persons involved in this business venture. Should we call it a partnership? And if so, since these same persons are involved in SPECTRUM, is it part of SPECTRUM.

Spectrum TV is the audiovisual sector of the SPECTRUM Group. The SPECTRUM Group is involved in telecommunications and the media at large. It is owned by the same Cameroonians that started SPECTRUM.

What is then the mission of STV?

We want to position ourselves essentially as a generalist company that will have real focus on information, entertainment, education and sports.

I should have asked you what new thing you are doing which has not yet been done by the others.

We are the first private television to broadcast live. We were the first to announce the cabinet reshuffle in Cameroon for everyone to see. We covered the traditional festival of the Sawa - Ngondo live. We are the first private TV station on satellite. You can receive us from Cape Town to the Netherlands. What we are doing now, is to tremendously position ourselves as the best.

Apart from this, what else makes you unique?

Just look at the Nigerian movies we are showing. That alone makes us unique. We are also bringing in sports, which is very uncommon among private TV stations. We will be relaying the Brazilian Soccer Championship, the Dutch League, the US College Basketball and Boxing, which is the main biggest media-boxing event on Friday nights. The way we do our news is very unique too. We don’t just go for the dogs that died on the streets, or any other form of muckracking. But we are for a social, cultural approach. I think we are setting the pace.

How do you plan to update this to meet trends?

TV is an ongoing process. Everyday, we need to show our audience something different. Look at how we covered the reshuffle – we had immediate interviews from Yaounde that were continuously being updated. The Sawa people were very happy about how we covered their event throughout that week. Our policy is that whatever you do today is meant for today and, tomorrow you do something new. We are doing things on a gradual basis, and whatever we do, we do it in a special way. We are doing everything possible to improve our standards and position ourselves as leaders.

STV reached Yaounde not too long ago. Why this piecemeal method of making inroads into other terrains?

First of all, we are trying to respect the law of Cameroon, which requires that the main signal should come from one main centre. We are trying to stick to that regulation. But while you are talking to me, I just approved an authorisation that our signals start reaching Bamenda. In at most six months, we would have eaten up the entire national territory. This is going to need a lot of investment, staff, generators and infrastructure.

What about going international?

We are already international. They receive us in Paris and England. If you want to do this, however, you have to pay a number of rights. We would not be installing permanent stations in other counties simply because we are already on satellite.

How prepared are you to face the stiff competition that is so imminent?

We are not afraid of competition. Competition is a very good thing, especially when you are talking to somebody like myself who has had international careers of like nature. For the past ten years, I have been working in a highly competitive environment. I know how to fight it. We are already doing it by being the first to provide two different channels at once.

What relationship does STV have with CNN and AFRISAT? We have watched news over STV coming from either CNN or some South African studios.

We have paid rights to broadcast CNN news. Spectrum did so, long before I joined them. We have also signed an agreement with AFRISAT. They are our friends.

What is your relationship with the Nigerian movie industry?

The reason why we are so attached to them is because we need an African content in our programming. Nigeria, among few others like Ghana, South Africa, Egypt, and to some extent, Burkina Faso, are helping us get this. They have got the quality, quantity and know-how. We have signed a contract with the Nigerian movie industry to supply us with 200 movies yearly, making it 50 per quota.

What about Cameroonian movies?

How many exist? And even if they do, how consistent are they in releasing them. For Nigeria, it is an entire industry. This should act as a stimulus to the budding Cameroonian movie industry. They should copy the example.

What criteria were used to employ staff, or better still, who qualifies to work with STV?

Our criteria was publicised for all to see. We took into consideration the level of bilingualism, the age, and the qualification. Short-listed persons were called up for interviews. For the maximum age, our limit was from 22 and above. It went up to 35, but the department matters. As at now, our staff strength stands at something between 60 and 70. We have three permanent persons in Yaounde. If this number should increase, then this would mean more cameras, more camerapersons, and in general, more man-power.
But talking about qualification, the issue of a good voice or TV personality is just part of the requirement. That is an advantage, but the better thing is to have a real picture of the background of the job. The most important thing is dedication; how dedicated is that person proving to be? Also, you talk of sharing a vision, respect, intelligence, education, behaviour, attitudes, respect, and consciousness of duty, readiness to work. Experience also matters. We also gave the chance to young people.

You mentioned bilingualism as a yardstick for employment here. What is the bilingualism ratio? 

We are at 60:40. 60 percent of Anglophones and 40 of Francophones. What matters is not the English–French ratio here, but what we are offering. We want quality.

What is the organisational chart of STV like?

I am the overall Director here. There is, however, a Director for the Technical Department, another for the Sales and Marketing Department and another for Programmes.
Tell us something about your equipment.
What I can say is that we are up to date as far as our equipment is concerned.  We have a modern infrastructure, and we get just the best manufacturers out there to supply us.

What are the technical capabilities of the staff? Did they go through any refresher courses?

The main teachers in this company now are myself and the other Directors. Training in all departments is on a daily basis. The others learn from the Directors of their departments.

How long did it take you to set up this station?

Twenty-two months, since I became involved. They started working on this project 10 years ago.

What is your approach of news?

When you watch other international TV channels, you would notice that they no longer take into consideration this form of institutional information such as seminars, meetings and what have you. Even a primary school kid will tell you what a seminar to be chaired by either the Governor, Minister or whoever, would look like. That is not our cup of tea. What we want is to feel close to the people. So, when we cover a seminar, for example, the opening ceremony and all those speeches would be shown just for 10 seconds before we start delving into how important the seminar is likely going to be for the participants. We air world news because we feel it is important for our audience to know what is happening in other parts of the world.

Do you cover politics?

Yes, we do. Our reporters cover political events and come back to broadcast them. They invite political leaders to talk on the TV. There are times they do this without me knowing, and I only discover later. I must not know anyway. We, however, do it just with responsible persons. People who are sensible, people who love this country and have it at heart. If they come to say something, which we think is necessary, we let them say it. But overall, we are apolitical. We are not political. Politics does not sell. If it were, you would have found political channels all over Africa. Politics interests people when it is timely. On the election night, we were on for three hours, live with some politicians. We invited people like Barrister Alice Nkom, who was with us in the studio. We are professionals of communication, not politics. That is why we do just what we are supposed to be doing. We want to be as fair as possible and independent. We have no political agenda. We just inform.

Any last word?

It is our wish to do more, and do it at our pace, in the manner that our audience will appreciate. Our commitment is to make STV known all over the world. Cameroon is may be too tiny for STV’s plans. We want to spread our wings all over, and by so doing, also spread that of Cameroon; its competence, vision, possibilities; we want to talk about Cameroon and its ills in a constructive manner. We want to address all the vices and virtues with the purpose of looking for solutions to them.

Would you mind telling us more about yourself?

I started my career 22 years ago, as a University lecturer. I am a lawyer by profession. I started reading the news in English on television and radio in 1982. I then became the Director of the Legal Department of International Affairs. I have been the Legal Adviser of URTNA for 10 years. When I left Senegalese Television, in 1992, I was appointed Director General of TV5 for Africa. Within time, after holding so many top-ranking positions in media institutions around the world, I was approached by my friends to come and help them make this dream come true. I have published books about the media, too.

Comments

[Simon Etta]

This is quite a remarkable article and thanks to the Post online editorial for always breaking the news. You make those of us in the disapora proud. Despite the fact that we still got a long way to go, this clearly shows the media landscape is gradually changing in Cameroon. We must certainly savor this realism and liberalization. I will personally like to commend the founders of STV for their vision and entrepreneurial spirit. Their contribution in development of the media sector in particular and job creation is worth admiration. More grease!!!!

Simon Etta (Engr)
City of Baltimore Government
Baltimore, MD. USA

[John Mukete]

I wish to commend the founders of STV for suc contibution to the media scene of Cameroon and Africa.
With the unity and dedication of the Management and staff STV will get better by the day. More Grease to your elbows Brothers.

John Mukete
Sweden

[Rexon]

What can they offer to the Cameroonian people other than working to propagate the lies of the various African regimes? If they don't toe the line, they will be shut down. You cannot succesfully operate in such an illegal regime if you are there to tell the truth. I am sure that television station is owned by members of the CPDM regime or other foreigners like Obasanjo. Or maybe hidden blood money from stolen gold, diamond, petroleum and other products. I am not accusing anyone, but i think i have much understanding of how the system there works. Nothing is changing but getting to the worst everyday and if they can be provided a licence to operate freely, then they are operating for the dictators of Africa. Jeune Afrique economique started like that and now all we read from them is meant to foster the ideologies of corrupt african dictators.

[Emah Stanley]

If we can't make "IT" happened, we should give credits to those who make the "attempts" and make THINGS happen, what ever their agendas are. 'For greatness is not achieved by never fallen but by learning to rise when ever we fall'.

We as Cameroonians are not doomed to die in the state we now fine ourselves. The greatest countries and cities went through what Cameroon is now going through, how long we stay in the mess depends on how much we work and get out of mediocrity

The efforts of the management/staff of Spectrum/STV is commendable. If the money was stolen, at least the investment is in Cameroon, providing employment for many of our Brothers and sisters.

I equally have as much understanding of how the system works in Cameroon, so there is no monopoly here of Knowledge. The management of spectrum some of whom I personally know and have come across, are amongst the very hard working Cameroonian you will like to meet,this is a fact. Their track records are there for any one who cares to see.

We should encourage those who have the courage, if we can't build, let us not destroy.

Emah.S

Umea(Sweden)

[Samuel Batumbu]

Thank you very much Stanley for your comments. Cameroonians have an attitude of criticising those who are struggling to make things happend but they don't have an alternative.We are so perstimistic to a fault. Those who are lazy should try to encourage others rather than challenging their efforts in a negative manner.

[Rexon]

I cannot support any stolen investment even if the money has been invested in my country as suggested by stanley. You may be living in Sweden where i have also lived for more than half a decade. How have you seen the system there? What can you say about what you left in Cameroon. I understand some Cameroonians are pro-dictatorship, pro-corruption, and hide behind statements like yours. But i will assure you that change will come to Cameroon one day. Which company have ever survived in Cameroon without working for the CPDM and its followers? let alone a media company. Man, i know there are traitors all over, but we cannot accept what we rightly know is wrong. I think we should all agree that all not some of the institutions in Cameroon are working for the regime in power. Even multinational bodies and institutions like the world bank, IMF, Francophonie to tbe best of my knowledge are simply there to sing praises for the various African dictators they have in power.What can spectrum say? What truth can they really tell Africa and maintain their licence there in Cameroon? We know the truth and they cannot carry out proper journalism in that corrupt country of mine that i know very well. In South Africa, Bostwana, they can manage "NOT" in cameroon.

[Akonji Ambo]

I am horrified to read some of the comments posted here.Even in the most advanced nations media power could be partisan.Anyone heard of Rupert Murdoch ? A media mongul and a heavy weight in influencing who becomes PM in the UK,Australia etc. STV may not be out to support our darling SDF or the CPDM. What I like about this is the fact that we have a challenge for CRTV, we have an opportunity to create competition in the Visual sector,we have an opportunity to have valuable products as a result of such competition. STV is private investment and they know better what to do to attract customer and customer retention. They are not investing huge sums of money to alienate viewers and please the authorities for the authorities are neither sharholders nor administrators of STV. This is a private invetsment that will kick start a sector that has for too long been run by one Company.The jobs it creates, the opportunity of choice for viewers and the secondary effects of financial investements in Cameroon is definately the reasons why i will shame the critics who shout out yet exhibiting their lack of vision and sense of judgement.STV is a welcomed initiative.I live in the UK where competition between the media houses is leading to better products for the viewers. Viewers in Cameroon will soon have a choice and that is what is important, so I welcome STV and wish them well. STV is a business and STV knows best what how to run their service to be the TV of choice to Cameroonians.

[Emah Stanley]

When Bitterness and envy takes control of us, we tend not to see good in any thing worthwhile. This can actually be catastrophic as is the case very too often.

Where sweden or any other developed country now fines her self today, they didn't get there by the snap of fingers. It takes you and me and others to make this total overhaule of the system to make a dream come true.

If We Cameroonians, had a better alternative, we could have taken it, we had a chance but we lost it. We lost it not because we couldn't win , but because we have this kind of bitterness and envy rooted in us. I am not partisan and wish not to in this write up.

Let's encourage those who strive to make things happen.

Stanley
Umeå(sweden)

[Nkongho Charles]

I don’t intend to write a lot because everything has been said. I just want to add that those who exhibit so much bitterness, anger and ignorance should know that we can only read what they think because the country is moving forward. Hence they have the freedom to speak. Most people who are so negative about everything always have no solutions to our problems and I am glad that the majority of Cameroonians know that. We should all encourage any progress in the country even if that progress is by our foes.

[eddie Murphy]

Yes it is true that cameroonians like criticising others without coming out with alternatives. For long people have been forced into watching CRTV and their general supervisor, without complaints. Now there is an organisation that used to sell their very interesting documentaries to the CRTV, ready to give Cameroonians that alternative and who have decided to map a new media landscape in cameroon yet some of you who claim to have been in europe for decades are making noice and criticising. What have you done for cameroon to pave a way forward? you are the type of people who just want to be heard and perpetual critics. Some of you end up criticising even yourselves and your ideas because you lack objectivity.
STV for a while were beaming pictures but only when you have their digital system but today we are having it at our homes with good pictures and programs about the country side. What do some cameroonians want. Some of you are more corrupt than what you are thinking about our country. may God bless cameroon and STV
Murphy

[felix mailiy]

It is indeed great news for the people of Cameroon.The efforts of these gentlemen should really be congratulated.I personally thank them for the great challenge.Keep up Guys and more grease to your elbows!!

felix Mailiy wanyu
(MA-Management-Southampton,UK)
MBA student

[Justice for all]

DEAR JOHNSON, WE REMEMBER YOU AT THIS CHRISTMAS TIME WITH PRAYERS FOR YOU
AND YOUR FAMILY WHO ARE SPENDING CHRISTMAS AWAY FROM YOU BECAUSE OF THE
INJUSTICES IN CAMEROON. WE PRAY THAT GOD ALMIGHTY WHO HAS WITNESS EVERY
INCIDENTS WILL NOT ONLY PROVE YOU INNOCENT BUT BRING THE GUILTY TO JUSTICE.
HAVE CONFIDENT IN GOD AND HE WILL PROTECT AND DELI EVE YOU AND KEEP YOUR
FAMILY SAVE DURING THIS CHRISTMAS AND YEAR NEW PERIOD.
MAY GOD RICHLY BLESS YOUR ENTIRE HOUSE HOLD WITH JOY, HAPPINESS, AND GOOD
HEALTH. MAY YOU ALWAYS GAIN FAVOUR FROM OUR FATHER ABOVE. GOD BLESS YOU

[caroline zoh akiy]

FOR A WHILE IN CAMEROON THERE WAS NO POINT IN STUDYING JOURNALISM BECAUSE EMPLOYMENT AT ANY CRTV OFFICES WAS FOR THOSE WHO HAD FAMILY OR FRIENDS WORKING IN THE CIRCLE. I THANK GOD FOR STV, EMPLOYING YOUNG GRADUATES AND GIVING THEM HOPE IN A SLIGHTLY HOPELESS ENVIRONMENT. I DO NOT CARE ABOUT WHAT YOUR INTENTIONS ARE, OR WHO YOU SERVE, IF YOU ARE MAKING A DIFFERENCE IN THE LIVES OF FEW CAMEROONIANS, I WILL PRAY TO GOD TO BLESS ALL YOUR ENDEAVOURS AND ENSURE YOUR PROSPERITY. THANK YOU FOR FEEDING LOTS OF CAMEROONIANS.

CAROLINE
Johannesburg, South Africa

[yaya]

Like the sying goes, "A prophet is never recoignised in his home town". You have done and you still continue to do such a wanderful job. Critics are always bound to exist and they make you stronger if not better.The world is such a fast growing place, cameroon inclusive, i suppose and the media sector as well.So we better let go of our conservative tendencies and embrace diversification,expansionism and development and not be condemned with our stereotype ideas.Guys thanks for providing our fellow cameroonians with jobs and with a choice of Tv stations and for making cameroon a better place to live in.Keep up with the good work and wish you every sucess.
Yaya, London

[Pasco]

I've read most of the comments and as a Cameroonian living in the USA I embrass the idea of the Spectrum group. Africa in general and Cameroon in particular are in need of exposure or Lobbying via public media. I live in Virginia/USA and was happy to know that the Telesud is present in my area. I subscribed and since then, I am enjoying African programs daily. There is more to do obviously such as live newsfeeds and live sport events. I agree that the Spectrum group is in Cameroon for business and should not mingle with politics. They should remain "apolitique" as long as the "west wind" will permit it.
Needless to say, brothers of Africa, stop the negative vibes and let follow what people from other continents such Asia (Chinese, Indian, etc), Middle-East are doing to improve the image of their people.
The image of "beggars" and "suffering" are the dominant impressions of African as seen by non-African (such as European, American etc). We should change this. The G8 should not only irradicate the debt of all African countries but help promote a better image of Africa. In the civilized society, Image matters a lot.
I believe that the Spectrum group and Telesud will share my views and work in this direction: Show Africa as a great place to live and do business. Forget these fools in power (politicians).
I praise STV to keep up the good work.

[Endale]

what is STV taking to satellite? is it their untimely fake programmes, fake weather forcasts, fake news casts with very old stories that had been copied from CNN days before or their unhumorous fun slots!

o please! a TV station is not built in one they! let STV1 & 2 go back to the drawing board!

there is much in cameroon to show to the world than Nigerian movies and Foreign news!