"Though American shows once dominated the East African television schedule..."

"... familiar themes like village-to-city migration and patriarchal Christian values have made the soap operas from the Philippines more attractive to the Ugandan audience."

“You need to make sure that there's some element of African kind of living, the life that we see everyday,” says Robert Semakula, a programmer for Bukedde TV, one of Uganda’s top stations that runs “Be Careful With My Heart”. Each year for the last three years, Mr. Semakula has sorted through a catalogue of shows from foreign media, and lately, Filipino soaps have made the pick....

Filipino soaps find an audience in Uganda because they adhere to a common formula, described by Graham, as a "Cinderella story, a young girl in the country who’s relatively innocent and looks after her relatives, and she’s immediately transported to a place of great corruption, a city or a rich family." Muwonge says these shows connect because they deal with poverty and other issues affecting Ugandans' everyday lives....

Uganda is notorious for its intolerance of gay people and has long had antigay laws. So when Filipino soap operas – which have recently begun to show positive portrayals of gay culture – show two men in a relationship, the station often cuts the scene or storyline.

“The audience won't understand that,” Semakula says.