AMVCA 12th Edition Expands to North and Central Africa with New Categories
The Africa Magic Viewers' Choice Awards (AMVCA) is set to broaden its continental footprint as it prepares for its 12th edition, with the inclusion of North and Central Africa marking a significant expansion. This move enhances the awards' pan-African reach and underscores its commitment to inclusivity across the continent's diverse film and television landscape.
Press Conference Sets Stage for Expanded Awards
Ahead of the star-studded ceremony scheduled for Saturday, May 9, 2026, Africa Magic hosted a press conference at the MultiChoice Studio in Ilupeju, Lagos. The event featured key stakeholders, including Executive Head of Content and Channels at MultiChoice West Africa, Atinuke Babatunde, and AMVCA 12th Head Judge, veteran Nollywood actress Joke Silva. Other notable attendees were Head of Marketing Africa Partner Markets at Diageo, Segun Ogunleye, Culinary Category Manager at Promasidor Nigeria Limited, Omotayo Olaobaju, and Manager for Sponsorship and Promotion at MTN Nigeria, Njide Ken-Odogwu.
This press conference set the tone for what is anticipated to be one of the most expansive editions yet, building on the awards' legacy since its inception in 2013. The AMVCAs have evolved into a cornerstone of Africa's creative economy, contributing substantially to job creation, revenue generation, and overall industry growth. Over the years, the awards have supported more than 30,000 jobs across various sectors, benefiting professionals such as production designers, screenwriters, sound engineers, and artisans.
Celebrating the Full Creative Ecosystem
At the press conference, Atinuke Babatunde emphasized the importance of recognizing the entire creative ecosystem behind film and television production. She stated, "Beyond the lights, the red carpet, and the applause, there is a deeper story—one of craftsmanship involving writers, directors, editors, designers, technicians, and many others who shape the stories we love. This year, we remain intentional about celebrating that ecosystem of excellence."
This focus on the broader creative community aligns with the awards' mission to highlight not just on-screen talent but also the behind-the-scenes contributors who drive African storytelling. From Lagos to Nairobi, Dakar to Johannesburg, African narratives continue to showcase the continent's identity, lifestyles, and global connections, with the AMVCAs playing a pivotal role in amplifying these stories.
New Indigenous Language Categories and Award Structure
The 12th edition introduces new Indigenous Language categories specifically for North and Central Africa, an initiative aimed at amplifying diverse linguistic and cultural expressions across the continent. In total, the awards will feature 32 categories, comprising:
- 18 jury-decided awards
- 11 public voting categories
- 3 special honours for Lifetime Achievement and Trailblazer awards
This expanded structure ensures a comprehensive celebration of excellence in African film and television, catering to various aspects of production and performance. The appointment of Joke Silva as Head Judge brings decades of industry experience to the role, further bolstering the awards' credibility and prestige.
Sponsorship and Cultural Alignment
Don Julio serves as the lead sponsor for the 12th edition, reflecting the AMVCAs' continued growth as a premium platform celebrating African creativity and culture. Segun Ogunleye, speaking on behalf of Diageo, highlighted the alignment between the brand's vision and the awards' cultural significance. He remarked, "At Diageo, we are driven by a simple but powerful purpose—to celebrate life every day and everywhere. Moments of joy, culture, creativity, and connection are at the heart of what we do, and the AMVCAs embody this authentically."
Additional sponsors for this edition include:
- Guinness
- The Singleton
- Onga
- Johnnie Walker (Blonde, Blue, and Black)
- Orijin
- MTN
- Smirnoff Ice
- Quickteller
- Verve
- Indomie
- Lush Hair
This robust sponsorship lineup underscores the commercial and cultural impact of the AMVCAs, supporting its mission to drive economic benefits across the continent.
Upcoming Nominee Announcement
The much-anticipated nominee announcement is scheduled for Sunday, March 29, 2026, and will air live on Africa Magic channels from 7:00 p.m. The event will be hosted by AMVCA-winning actor Chiemezie Imo, adding to the excitement and anticipation surrounding the awards.
As the AMVCAs prepare for their 12th edition, the expansion to North and Central Africa, coupled with new categories and a strong focus on inclusivity, positions the awards as a vital platform for celebrating and promoting African storytelling on a global stage.
