"Any initiative that works to raise the local content that African people access and consume is most welcome, regardless of whether this content is delivered via traditional TV, mobile phone or the Internet," said Wairagala Wakabi, a researcher at Collaboration on International ICT Policy in Eastern and Southern Africa (CIPESA).

He said many African countries have aspirations for their media, specifically radio and TV, and deliver a bigger proportion of their programming as local content, but due to logistical and capacity problems, these hopes are not translated into reality.

"States, including through their universal access funds, obviously have a big role to play here, but it will be a happy day when MTN, Trace and others leverage on the successes they score within the entertainment sector to also get into innovations that directly impact on the livelihoods of our people in ways entertainment would never," Wakabi said.