Can you tell us about ENFRI TV?
Enfri.tv is a channel for news, discussion, and sharing that connects Ivorians across ethnic, political, and religious divides through a common language: Ivorian French (colloquially known as Nouchi).
ENFRI is not a web TV channel. It is a brand. More specifically, a digital media brand. Our mission is to:
- Contribute to the awakening and evolution of our audience through transcendent programs that encourage questioning and changes in attitudes.
- Provide useful information presented in a fun way;
- Combat preconceived ideas and stereotypes that confine our populations to inertia despite their great potential;
- Speak to the uneducated as well as graduates (using French-Ivorian and local languages);
- Promote local talent; promote the culture of Ivorian urban centers in its various expressions: in terms of language, lifestyle, artistic and literary trends, consumer products made in Côte d'Ivoire, etc.
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Present the views of young Ivorians on their own current affairs and world news.
We also uphold values that can be summarized by the acronym ACHIEVE. This is intentional, as ACHIEVE means to attain, accomplish, or realize. In French, the A stands for AUDACIOUS, the C for CULTIVATED, the H for HUMBLE, the I for IMPREVISIBLE, the E for ELEGANT, the V for VRAIE (true) and the last E for ÉVOLUTIVE (evolving). These six values characterize ENFRI TV and motivate and mobilize us around this exciting project.
Who are the members behind the project?
ENFRI TV is the result of intelligence without borders or color. Algerians, Cameroonians, Guineans, Beninese, French, and Ivorians have participated in this project. They come from a wide variety of fields of expertise. Artistic direction. Sound design. Copywriting. Video…
The project was conceived by Hyacinthe MENAN, 41, an advertising executive (see CV attached). A graduate of the French School of Press Officers, he spent seven years as Creative Director at DDB Côte d'Ivoire, the advertising agency for the South African brand MTN. He is the CEO of MMEDIA, the organization that set up the ENFRI TV project.
This project is led by a young team:
- Ange N’Gouan, 30, Project Manager (Higher Diploma in Human Resources Management, CUFOP)
- Roxane Aiouo, 23, Editor-in-Chief (Master's degree in print media and web journalism from the European Institute of Journalism – Paris 16).
To bring this project to fruition, we have also called on the expertise of experienced professionals. Guy Serge Kadio, journalist, Consultant-Director of the ENFRI TV News Division. And Mr. Akakpo Fortuné, actor, Consultant-Director of the Comedy Division.
We also work with a network of freelancers and contributors in the fields of graphic design, motion design, IT, law, and more, scattered across the globe.
Why did we choose to create a 100% digital media outlet?
Because we want to offer a new way of consuming television, via mobile devices and all other connected screens. Côte d'Ivoire has 34 million subscribers and, according to ARTCI, more than 4.5 million Ivorians are connected every day via the country's various telecom networks.We want to reach all of these people. Even the illiterate population, as nearly half of the Ivorian population cannot read or write (49%). This is a damaging observation. However, all Ivorians know how to read a video. Even a 9-month-old baby. (Laughter).
ENFRI TV is therefore a digital media brand that enriches the audiovisual landscape of Côte d'Ivoire and French-speaking Africa. We arrive with two strong assets: our language and our creativity. We speak the same language as everyday Ivorians. As a result, we know how to touch people where it sells. The proof is that when we launched our Facebook page, we gained 1,000 followers in a week without any major advertising campaign.
It must be said that ENFRI TV is the fruit of freedom, as this project was conceived under duress.
Constraints related to the COVID-19 pandemic: no more travel, no more client orders for advertising film projects. Everything came to a halt. ENFRI TV is therefore a reaction to this attempt to stifle creativity. We worked with teams remotely. From Cocody to Yopougon, from Williamsville to Paris… We worked remotely and THE RESULT IS THERE.
What is the content? Will it be accessible for free? What will the editorial line be?
Our main programs are educational, fun, and participatory. And we cover a variety of topics.- NEWS & KNOWLEDGE (DOCUMENTARIES, INFOTAINMENT, NEWS BRIEFS, ECONOMY)
- SOCIETY & ENVIRONMENT (REPORTS-COLUMNS-PIPE-TROTTOIR-TRENDS-HOME-FASHION-HEALTH-TRAVEL)
- ENTERTAINMENT (ART, CULTURE, COMEDY, READING, GAMES, SERIES, DANCE)
We offer short series lasting 5 to 13 minutes (which don't use up our young subscribers' data), a political web series called "Choose Your Candidate," which aims to explain the electoral process through humor, magazines (225 STREET FOOD), documentaries, a little entertainment (Gâtez Le Coin), talk shows (with ASKIP), podcasts with Les chroniques de l'Intello Nousci, and a space dedicated to local content creators called TWO: Talents du Web Only…
All of this content is completely free on ENFRI. At least until it finds a buyer. At that point, we invite our subscribers to follow the program on the buyer's platforms. The buyer could be a traditional TV channel or a brand looking to boost its digital communication.
To illustrate, let's say that ENFRI TV is the supermarket for TV channels and other content buyers. We offer visibility to our directors' productions and showcase the work of Ivorian actors, comedians, and YouTubers. We also participate in mentoring and assisting young web talent. ENFRI TV is therefore a participatory platform that broadcasts local content free of charge when it is in line with our editorial policy.
Our editorial policy is one of EDUTAINMENT. Education and entertainment. Indeed, we believe that there are too many social problems to deal with in our young African states to live 24/7 in entertainment. Linear TV channels and the Ivorian web are saturated with entertainment. We want to offer something different. For us, "all-entertainment" is a luxury that our poor countries cannot afford. There are too many challenges to be addressed in the areas of health, entrepreneurship, education, etc. And ENFRI TV is that digital palaver tree under whose shade we can discuss things together, in complete freedom. That's why we define ourselves as "the USEFUL AND ENJOYABLE channel."
In short, we want to offer a new participatory audiovisual experience that showcases Ivory Coast's creative heritage.
Will you have a business model based on advertising revenue?
What does ENFRI TV sell to viewers? On ENFRI TV, viewers will be able to:– Learn everything about THE WAY OF LIFE of Ivorians: their language, their mentalities, their ideas, their way of seeing the world, their delusions, their strange accents, their successes, their complexes…;
– learn things while having fun;
– improve their "Ivorian French";
– easily find all kinds of practical information about life in Abidjan;
– discover talent in the fields of comedy and many other areas.
We therefore create an opportunity and attract an audience (internet users). In return, advertisers who communicate on our platforms will benefit from this presence to reach their targets at very attractive rates. We sell advertising space on our website and all our platforms. We produce advertising films in the ENFRI spirit to stay close to our internet users. We also co-create with brands that want to promote their values or publicize their products and services, particularly through web series. We do product placement. We also have sponsorship offers for our flagship program brands.
On a second level, we act as intermediaries. We have already signed with several producers and directors. Most of our programs—films, series, and documentaries available on ENFRI TV—are for sale. We find buyers and take a commission on the sale.
What are your ambitions?
To change course in less than three years and become the favorite linear TV channel for Ivorians around the world. This is possible, and we are open to proposals from investors interested in our business model.