Samira Bawumia, wife of Ghana’s Vice President Mahamudu Bawumia, has advised local movie producers to adopt the strategies of the foreign movie industries that have given them the upper hand.

Samira was criticised her for committing an act which they claimed was an affront to Ghana’s movie industry.

These criticisms were borne out of concerns that the foreign telenovela, "Kumkum Bhagya", had taken over Ghana’s television screens to the detriment of local movies.

Reacting to the issue, Samira told Joy News that: “We have to learn from their successes. What is making them exciting? What is making them interesting and learn from them and improve upon what they are doing.”

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She said these foreign producers have been able to meet the demands of consumers in Ghana hence their dominance on the Ghanaian market.

Samira Bawumia also believes that there is no need for total overhaul of the movie industry but rather adopt tactics of foreign counterparts to enhance our industry.

“We don’t have to reinvent the wheel. I believe that you learn from others who are doing well…It is a competitive market and we have to rise to the occasion and know what our viewers want,” Samira Bawumia reckoned.

She also encouraged local producers to strive to meet the expectations of movie lovers in ensuring that Ghanaian movies become competitive on the global market.

Watch the full interview below.