Why do Ugandans love Telenovelas so much?

Well, this was the first episode of an intriguing soap dubbed Second Chance aired on NTV in 2009 and what followed for many, men inclusive, was to keep watching. It had an interesting story line that deserved to be watched, no matter what was happening at that time. Soaps capture people’s attention with the dramatic plot acted by pretty actresses and men that can only be described as “hot”.

If the plot of the soap does not tie you to the sofa, the fine-looking cast definitely will.

Second Chance took over the most living rooms in 2009, such that by the time Bukedde Television began to air translated movies, it was shunned. But nobody could have guessed this was going to make telenovelas not only more interesting but also increase the scope of people that watched them.
It is no wonder telenovelas such as Mara Clara and Choti Bahu made it to the fifth and sixth positions among the 10 top trending searches by Ugandans in 2013 because the translator locally known as VJ, makes the characters more appealing.

He reminds viewers of past scenes and explains each detail so that one is fully engrossed in the soap. Besides, in this era of technology, it is not that complicated for one to look up the next episode of what will happen to their favourite character on Google using a mobile phone.

But why would one be so anxious and irritated by traffic jam or a puncture just because they are going to be home at 8:15pm a few minutes after their favourite soap has begun?

Doing anything to watch it
Peace Bisirikirwa an environmental consultant admits to watching soaps with a passion and says she would rather doze through the soap than go to bed without watching it.

“It is the only entertainment we have at 8pm. There is no local channel you are going to switch to at that time and find something to watch other than a soap,” she explains

Although telenovelas were previously aired on weekends, the time frame most televisions air soaps is now 8pm when the working class can also catch up with the drama.

Those that miss out at that time usually catch up with them the following day or on weekends when the episodes are repeated.
For Florence Nakacwa, a housewife, besides being entertaining, soaps are also learning forums. “You learn from some of the themes in the soaps about patience, trusting in God, and that people are not what they appear to be,” she shares.

Drawing back on the previously concluded soap Choti Bahu, Nakachwa explains that women had a lot to learn from the main character Rhadika because she waited for her lost husband Dave for five years and was in the end reunited with him. She did not give up on their marriage. For many like Nakacwa, there seem to exist valuable lessons to pick from the continuous drama.

Addictive
Unlike what many people might think, men too are on the band wagon. Joshua Nsimbe a university student, confesses to being addicted to watching soaps saying when he does not, he ponders what will happen to his favourite characters.

“The last I watched was a soap called My Eternal. It had a fine storyline of a man, Daniel, whose mentally disturbed half-brother married his ex- girlfriend Emily yet Daniel was still in love with the girl.” Although it was interesting, Nsimbe says he detests the fact that soaps are addictive in some way.

Bisirikirwa explains, “When watching a soap, especially one that is translated, you fall in love with the characters to the extent that you begin to take sides. You reach a point where you do not want any harm to befall the good character.”

You will understand this attachment if you happen to walk through most neighbourhoods at 8:40pm. You will listen in on bits of the same soap aired in over 10 households. It is like a chronic cough that spreads to the younger generation, because even as children play, they use names of soap characters.

If a mother can go as far as baptise three of her children after her characters, in this era of mobile phones with internet provision, such extreme fans will most certainly search all they want about Beautiful but Unlucky, La Patrona and Maid in Manhattan soaps online.

Winnie Namusoke, a counselling psychologist with Hope in Life counselling services says, “The attachment people develop towards soaps depends on the gender. Women usually get more attached to telenovelas than men do.

“For some, it is a reflection of their lives and what they are going through, while for others, it is a way to pass time while at home. However, there are some women who are in strained marriages and watching soaps is their only source of joy because the soap has a positive plot.
“Therefore they turn to the soap for happiness. Most people who are attached to telenovelas begin with only an interest in them but in the end get addicted.”

Rachel Kapasi, a counselling psychologist from Makerere University School of Psychology explains, “One of the factors that draws people to telenovelas is the fact that they see role models in the actors. We do not have so many people to look up to in our society and even the few are out of our reach. As they watch, they come to appreciate the characters and adopt some of their mannerisms.

“Secondly, there is an erosion of cultural values and most Ugandans’ think that what is out there is always better. This mindset glues people to the soaps in admiration of foreign ways. Peer pressure is another aspect. Some people just watch soaps to have something to talk about with their friends.

“Another major factor is idleness and the fact that soaps are available. Currently, a large number of homes have television sets and any time is TV time. The attachment majorly results from emotional needs, cultural erosion and availability.”

Whatever the reason, it looks like people will continue watching these soaps in droves and the stations airing these telenovelas are bound to continue making a killing from these fans.