Africa’s Most Successful Women introduces you to the
most outstanding African women who are making giant
strides in business, politics, technology, entrepreneurship
and leadership on the continent and elsewhere around the
world. Article below written by Mfonobong Nsehe for Forbes
Mo Abudu, a 50 year-old Nigerian media entrepreneur
and talk show host, is the founder of Ebony Life TV , a
fast-growing black African multi-broadcast
entertainment network, which showcases informative
and entertaining programmes that portray Africa at its
best. Abudu, who has been described by international
news outlets as ‘Africa’s Africa’, is keen in her resolve
to rewrite Africa’s story. And it’s time you took notice.
In a recent email interview, she recounts her
entrepreneurial journey and reflects on the lessons
she has learned along the way.
You are the host of ‘Moments with Mo’, one of the most
successful syndicated talk shows on African regional
television. And now you run an African television network.
Walk me through your journey as a media entrepreneur
My passion to help change the narrative about Africa began
to grow as far back as when I was a teenager living in the
UK, schooling in Tunbridge Wells in Kent, a town that had
just a few blacks at the time. As I have said many times in
the past, here, I had to learn to stand up for myself, to
defend my identity and my race in an environment where
you continually got asked the most ridiculous and mind-
boggling questions like “Do you guys live in trees and holes
in Africa?” “Do you guys dance around fires?” “What do you
eat for breakfast?” Very ignorant questions. Those sort of
questions could either make or break your spirit but I was
very determined that I was going to stay strong. This kind of
afro-pessimism simply fuelled a burning, deep-seated
desire in my subconscious to one day help to rewrite the
African story; to get people to talk about the issues that
affect our society and to tell the African narrative in a
contemporary and interesting way; to change the perception
the world had of us; to let the world know that in spite of our
challenges as a developing continent, Africans are not a
bunch of savages but mostly a breed of gifted and
remarkable people. So, after my education and a flourishing
modelling career in the UK, I returned to Nigeria in my late
twenties. My children had reached their teens; I had begun
enjoying a successful career as Head of Human Resources
and Administration for oil giant, Esso Exploration and
Production Nigeria Limited (ExxonMobil). I always say that
this experience at ExxonMobil was the best thing that
happened to me at that time because the job gave me an
invaluable understanding of corporate structure and
business discipline, which would eventually prove very
useful in my future business endeavours, to include the
Protea Hotel Oakwood Park, of which I remain a
shareholder and director; Vic Lawrence & Associates, now
one of Nigeria’s leading outsourcing firms, where I also
remain founder, and so on. However, as successful as all
these business ventures have thankfully been, nothing
perhaps has given me the most fulfilment as the prospect
of exploiting the media as a tool to affect global perceptions
about Africa. So, with no TV experience whatsoever, I had
approached DStv back then with the Moments with Mo
proposal which I had hoped would persuade them to see
that it was time Africans had a talk show that projected all
that was positive, progressive and celebratory about the
continent. I had seen a gap in the market for talk shows
that were quintessentially African on the DStv bouquet. I
had observed that there were talk shows on NTA, and other
Nigerian channels but there wasn’t a single Pan-African talk
show at the time. I did not get a positive response from
DStv as I was told they were not looking for a Pan-African
talk show on the platform at the time. But interestingly, in
response to the need for local content on the platform, the
window of opportunity soonopened for us and that was
how, in 2006, Moments with Mo was born out of the vision
to build and project a new, stronger, more independent and
more confident Africa; an Africa that speaks for itself; that
celebrates its people and achievements and solves its own
problems.Ihad taken about 5 pilots of my talk show to them
back then but they were all rejected and eventually, one was
accepted. And even at that point, I was told they were not
going to commission, that they were only going to license,
which means they would buy the content from you at an
agreed price. So I was told to go and look for sponsors,
which I did, and the rest, as they say, is history.
Why did you choose to then start EbonyLife TV, Africa’s
first global black entertainment network, and describe the
transition from talk show host to head of a television
company, navigating a teething media business sector with
no prior experience?
The irony was that as far back as 2006 when I first
approached DStv with the proposition that Africa was ripe
for its own Oprah Winfrey or Ellen DeGeneres show, I was
at the same time already requesting for a global TV channel
opportunity. At the same time I was exploring channel
possibilities with SKY in the UK. I have always reckoned
that the vision to project Africa in a different, more positive
light, needed a big platform and this was what spurred me
to start thinking of establishing EbonyLifeTV. Looking back
now and considering how ambitious the dream was and all
we had to surmount to arrive at where we are now, one has
to admit that God’s appointed time is always the best. I
think, for the media however, the sector may have been run
by people who are very passionate about the sector rather
than people who are business managers, suffice to say it is
crucially important to understand the business of the media.
You have to be very passionate about what you do and at
the same time, be a business manager, which includes
having a solid business plan.I don’t think the financial
sector in Nigeria understands our sector, I can tell you this
because we spent a long time at strategy sessions with
expatriate financial consultants who really understood
media businessto help identify what the revenue streams in
TV are because in every business, there has to be a way to
make money. It’s not just about the passion to sell Africa’s
story, if you want it to generate money, there’s got to be
something bankable in it. Sometimes, you may not have all
the expertise required to make what you dream of in terms
of profitability,you then have to find someone that is
business savvy enough to show you how this business
works. He will also tell you how long it is going to take for
you to break even, especially if the business is media.
Media is one of those businesses that take off very slowly,
so you know that borrowing money at a high interest rate to
run the media business is not the way to go. Gaining this
understanding was key in getting EbonyLife TV off the
ground and running till today.
How would you describe EbonyLife TV and the kind of
programming it provides?
EbonyLife TV creates content that speaks to the continent’s
most important demographic, the custodians of the present
and of the future, the youth aged 18 to 34. We believe no
one is speaking to this key demographic of the continent
the way we do. This is a demographic that is extremely
passionate and confident; tremendously creative and global-
minded. It is one that craves a platform for self-definition
and self-expression; one that sees a different Africa, an
Africa that tells its own story through the showcasing of the
continent’s best talents, from lifestyle and entertainment to
fashion and music, education, information, love and
relationships. So, with the mantra “Live the EbonyLife”, our
channel is proud to be broadcasting premium, original and
exclusively African programming which is both inspirational
and aspirational, celebrating style and success while
motivating the audience to dream and dream big. Our
programming is one that leaves the viewer with a cool,
glossy, polished and sophisticated experience, from reality
to talk; drama to entertainment and comedy. Through our
programming, we also avail companies amazing brand
integration and placement opportunities like never before.
We believe it is very vital to give African brands, big and
small, the opportunity to be seen on a global scale, showing
the world that African brands can compete with the world’s
best.
What lessons have you learned in business?
I have learned that information is power. The media
business in Nigeria and indeed, Africa is grossly
underestimated and the windows of opportunity need to be
further explored. A lot of people do not understand the
power of the information. One needs to be armed with
information in order to successfully navigate any venture.
Information is your compass. If you know better, you will
do better. Before deciding to enter into any venture, one
must, to the best of their ability have explored possibilities
for growth, foreseen challenges, made projections, thought
exhaustively through every inch and breadth of the venture
and researched what other people have done to succeed
and where they failed.
What advice do you have for those who desire to follow
your entrepreneurial footsteps?
Anyone who wishes to be an entrepreneur must know that
bright ideas are great, however, they are not even half of
the work; execution is everything. Yes, as the saying goes,
‘there is nothing more powerful than an idea whose time
has come’, but when that time comes, you must be
prepared to bleed sweat, tears and blood to bring your ideas
to life. For women, never ever see your gender as a
handicap. Never think yourself inferior. Be ready to do
twice the work for half the usual reward. When the door
isn’t opened, kick down the door. Take the regular
harassment and other obstacles women face in stride. In
fact, be prepared for them. Be prepared to be told off, to be
told you are not good enough, to go unrewarded for even
doing the same work your male counterpart has done. Work
with your passion, let it consume and drive you. Do not be
distracted. On down days, it will keep you going. Also,
surround yourself with like minds. In fact, you should
exhaustively curate those who will go along with you on
your journey. I can’t say that enough.
