In anticipation of its milestone 10th edition, the Magic Viewer’s Choice Award (AMVCA) is undergoing a transformative shift, aligning itself with global television award trends. The organizers have streamlined categories from 33 to 27, embracing international benchmarks and introducing jury-decided winners for performance awards.
Head of Content and Channel West Africa, MultiChoice, Dr. Busola Tejumola highlighted this bold initiative, expressing the commitment to spotlighting authentic African stories over the past decade. he revised lineup features 16 non-voting and nine audience voting categories, along with two Recognition Awards – Lifetime Achievement and Trailblazer Awards.
In a departure from the previous audience voting system, the upcoming AMVCA’s new initiative places the determination of winners for performance awards, including Best Actor or Best Actress in a Leading or Supporting Role, in the hands of the jury. This shift comes in response to backlash from fans in the last edition, who expressed displeasure with the outcome of the Best Actress category. Complaints surfaced regarding nominee Nse Ikpe-Etim’s performance in “Shanty Town,” leading to concerns about fairness in the previous audience voting system.
Under the new AMVCA initiative, the jury will play a pivotal role in determining winners across 16 non-voting categories. These include prestigious titles such as Best Lead Actor and Actress, Best Supporting Actor and Actress, Best Director, Art Direction, Cinematography, and Costume Design. Additionally, the jury will decide winners in categories like Best Writing in a Movie and TV Series, Best Movie and TV Series, Best Short Film, Best Documentary, and Best Sound Design, Editing, and Makeup
On the other hand, the public will retain the opportunity to vote in the remaining eight audience voting categories. These include notable sections such as Best Scripted and Unscripted Africa Magic Original, Best Digital Content Creator, Best Indigenous Language (West, East, and Southern Africa), Best Multichoice Talent Factory Film, and Best Indigenous Africa Magic Original. This dual approach aims to bring a balanced and inclusive perspective to the recognition of outstanding contributions in African entertainment.
Filmmakers across the continent are invited to submit their movies and films publicly exhibited or broadcast between December 1, 2022, and December 31, 2023, for consideration in this year’s AMVCA edition. The entry portal is set to open on January 15, 2024, and will close on February 14, 2024. Eligibility extends to all films, whether aired in cinemas or through other channels like television, as long as they adhere to the specified terms and conditions.
While the location of the event remains undisclosed, there is hopeful anticipation among fans that the celebration will unfold in Nigeria, a departure from certain awards ceremonies held abroad in the previous year. The evolution of AMVCA promises an exciting and dynamic showcase, reflecting the vibrancy and diversity of African storytelling within the entertainment landscape.
