NewsCentral TV was built with a mission—to reclaim Africa’s narrative and project the continent through the lens of its people. This was the message delivered by Rosemary Egabor-Afolayan, Director of Commercial and Communication at NewsCentral, during a conversation on Jasiri in which she detailed the network’s commitment to balanced, authentic storytelling.
Highlighting the imbalance in global reporting, she acknowledged the presence of negative headlines but stressed NewsCentral’s resolve to spotlight Africa’s progress, achievements, and everyday victories.
“New Central was built on the fact that we needed a station to tell the African story from an African perspective,” Egabor-Afolayan emphasised. “The international media over the years has been telling our stories for us, and they tell it in their own way. So we also built New Central on the fact that we needed to change that.”
Egabor-Afolayan described NewsCentral as not just a news platform but a champion for African image-building on the global stage. “Sometimes when I go on my presentations, I tell my clients that New Central, we are the PR managers of Africa.”
Determined to break that trend, she asserted: “We will be fair and balanced in telling you these are the unfortunate, truthful things about Africa, but we’re also going to tell you the good things and great things that are happening in Africa as well.”
NewsCentral’s pan-African footprint is growing, with correspondents and contributors spanning the continent. She also underlined the importance of local voices in reporting national stories.
From partnerships at major African events like the African Energy Week to daily news coverage that spans the entire continent, NewsCentral is working to ensure that Africa is seen, heard, and understood on its terms
