3Music TV launches in Accra

The 24-hour channel forms part of a vision to build the continent’s most impactful and engaging music and entertainment lifestyle media brand targeting young Africans, according to the station’s handlers.

3Music TV will lead a digital-first agenda, functioning as the linchpin of 3Media Network’s broadcasting arm, which also includes units for creative animation, visual production, content distribution and events.

Running under the business tagline, This Is the Culture, 3Music TV will air a range of entertainment programmes, including its flagship morning show Culture Daily as well as daily news shows. There will also be curated music playlists to offer a compelling visual experience to the brand’s core millennial and Gen Z audience, as well as other music shows, original series and exclusive coverage of live events.

Speaking at the launch, which was attended by industry stakeholders and government officials, including Ghana’s Deputy Minister of Tourism, Culture and Creative Arts Mark Okraku-Mantey, 3Music founder and CEO Sadiq Abdulai Abu said the launch of the station had been five years in the making.

“We have been here for the music, we have been here for the entertainment enthusiasts, we have been here and amplifying the culture. In the process, we became the biggest cultural reference point – the narrative influencers of culture,” he said.

“To that end, we will be glad to have you come with us as we take bold steps towards asserting our passionate and gutsy beginnings, our growing influence and embracing our bright future.”

3Media Networks is responsible for the annual 3Music Awards, Fan Festival, Women’s Brunch, Wildaland Festival, and the Banana Ball WKND. The company is due to launch its This Is the Culture Festival later this year.