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Muhammad Choonara


About Muhammad Choonara:

Muhammad Choonara is a versatile 41-year-old South African media professional, with a diverse range of skills and experience. In addition to his postgraduate diploma in management from Wits Business School, he also has substantial knowledge within the local media space.

Muhammad started his career as a business analyst at Accenture, before moving on to work and run several family businesses across various industries. He then went on to join ITV Networks in 2016, a community TV station, where he served as the Head of News and Current Affairs. 

In 2022, Muhammad joined Farhad Omar; a veteran within the South African media industry to work on the launch of INX Prime, a TV station based in Johannesburg. Currently, he serves as the COO at INX Prime, where he has been involved in several high-profile projects. Among the highlights of his journey at INX, Muhammad has interviewed South African President Cyril Ramaphosa, executive produced INX Prime's coverage at the ANC National Conference in December 2022, anchored INX's coverage of the 2023 State of the Nation Address and has worked on numerous productions at INX.

Muhammad is known for his analytical skills, strategic thinking, and innovative approach to problem-solving. He is also recognized for his ability to lead and inspire teams, while also being hands-on and detail oriented. With his diverse range of skills and experience, Muhammad is an asset to any organization he works with.


Business Analyst Sep 2002 - Dec 2004

Accenture, Johannesburg

I joined Accenture in 2002 as a junior business analyst and worked within the consulting team based at Edcon Holdings. Some of the roles I was required to perform include the following:‐
1. Developingbusinessrequirements:Iworkedcloselywithstoremanagerstobuildandmaintain

sustainable problem solving programs to ensure smooth business operations.
2. Conductingresearchandanalysis:Ourteamalsoconductedresearchoninternationalbestpracticeon

reporting store level issues to head office and effective ways of solving issues timeously.

Business Owner Jan 2005 - Jul 2010

Sasol Roodepoort West, Roodepoort

In 2005, I decided to purchase a Sasol Franchised Filling station. This opportunity was too good to turn down as it allowed me to run and own my own business. I gained valuable experience in management of a diverse team of people, took into consideration my accounting and IT knowledge. The business grew tremendously in this time and I also sat on a number of Franchisee/Franchisor advisory boards.

Consultant Aug 2010 - Jun 2016

MC Squared, Boksburg

In 2010, I received an offer to purchase the filling station at a profit. Following the sale, I went into private accounting and consulting practice. During this time, I consulted to a number of family owned and run businesses to improve profitability and modernise operations. My team and I provide a 360 degree solution to these businesses.

SchoolwearDistributors‐WeimplementedafullPOSsolutiontothecompany,assistedindevelopinga full inventory management system and modernised the business.

ADCashandCarry‐Probablyoneofthemostchallengingassignmentasthisbusinessneededafull turnaround strategy. We began by implementing a new pos, stock management and website. Our team was responsible for managing a R4m stokvel account and modernised it with emphasis on electronic banking. We were instrumental in setting up a number of government contracts to supply food to a number of ECD's in the West Rand.

Both businesses were subsequently sold at huge profits to the owners following the work of MC Squared.

News and Current Affairs Editor Jul 2016 - Mar 2022

ITV Networks, Sandton

I have always had a passion for news and current affairs. In 2016 an opportunity arose that would change my life. Following years of consulting and accounting work, I fulfilled a dream by starting at ITV Networks, during this time I began as a news writer and community news reader. With hard work, training and dedication, within a year I was promoted to an associate editor and then news and current affairs head at ITV.

Our news team grew from 2 to 10 people and we reported on numerous local and national elections, political party conferences and other local and international events. ITV built a reputation among the political parties as a trusted, fair reporter. During this time I anchored bulletins, presented my own show; Vantage Point and produced numerous Hajj Broadcasts from Saudi Arabia.

I worked together with management in implementing ITV's social media and online platforms, providing viewers with Blitz Bulletins online and on air, on social media etc. We also trialled the ITV App during this time which would have provided viewers with ON Demand Videos, stories and breaking news. However due to a lack of financial backing this project was canned.

In the 6 years at ITV, our news and current affairs team managed to interview former President Zuma, a number of high profile politicians both locally and internationally. ITV were also one of the main broadcasters of the Ahmed Kathrada funeral and many of the government departments used ITV's coverage within their departments.

I am extremely proud of my time at ITV networks as I feel I grew as an individual and it allowed me to work on a passion of mine.

Senior Manager Jun 2022 - Present

INX Prime, Houghton

In 2022, I joined INX Prime, a new television station run by media expert Farhad Omar, who had mentored me at ITV. At INX Prime, I am responsible for production and program coordination, budgeting, and management. Among other things, I executive produced the ANC national conference coverage together with Nala Media, run by Katy Katopodis and Penny Peppa. I also anchored INX Prime's 2023 State of the Nation Address, and INX Prime was one of the four TV broadcasters selected to interview South African President Cyril Ramaphosa, and I anchored the interview with the president.

In addition to all of this, I worked closely with the Mail and Guardian to produce a weekly show on INX anchored by the MG team.


National Senior Certificate

Azaadville Muslim School, Azaadville

Certificate in Accounting

Rand Afrikaans University, Johannesburg

NQF Level 6

Diploma in Java Development

VZAP, Houghton

NQF Level 6


WITS Business School, Parktown

Post Grad Degree in Management from WBS. NQF Level 7

Online Courses


Jan 1999 - Dec 1999 Jan 2001 - Dec 2001

Jan 2002 - Dec 2002

Jan 2006 - Nov 2007

2016 - Present

From 2016 I have undertook a number of online courses from numerous local and international centres to improve my knowledge and stay up to date with the latest trends in reporting, broadcasting etc. I have also been fortunate to have worked with Nala Media at INX which was a wonderful learning experience dealing with Dudu Kgubu, Penny Peppa and Katy Katopodis.

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