We should find ways on how OTT platform and traditional TV can work together

    • Q. How do you see the evolution of the African TV and Broadcast market?
    • A. A few years ago, a lot of players were focusing on bringing international content in Africa, but now most people are talking about local content. For instance, in Nigeria: how to bring Nigerian content to the world and to Nigerians.International players in Africa are now developing and producing localised content. They have opened local offices to focus on building local content because that is what the African audience wants. They want to watch their own actresses, TV stars and above all, their own stories. Now we have international players localising their content and also local players are improving the quality of their content as they know that the content will be exported to the world.

    • Q. Localised content from Africa are being exported to the world, do you think that a hub that will start developing?

    • A. Definitely. I think that one of the sector that we can make stronger in Africa is the production of local content. Nollywood is very big, we have content from Nigeria, Ghana, Kenya, South Africa etc. We should be able to find a way to work and collaborate with each other. For example, Nigerian producers can go to Ghana or South Africa to shoot for a movie with South African actors and vice versa. These types of collaboration will speak more about Africa as whole to the other continents. Once we have this collaboration between African countries, we’ll then be able to sell more African content.

    • Q. How can FTA channels derive advertising revenue from their content?
    • A. FTA channels are still developing. For instance, FTA channels in Nigeria don’t even have substantial budget to acquire content. If you want to show your movies, series or talk show, you need to buy airtime to get on their platform. Regardless of how great your content is, it’s rare to have a FTA channel buying your content. Even if FTA operators invest and buy content, it is difficult to get advertising revenue as data and audience measurement is still in its infancy in Africa. However, with the digitalising process, operators will start investing in new content to get the audience and this will bring advertising revenue. Digitalisation will also bring a proper data and audience measurement facilities to help the operators to build up their content.

    • Q. Piracy is a big problem in Africa, how do you think players can address this issue?

    • A. Piracy has  always been a hot topic in Africa. We have seen that some regulation will be put in place but until now, nothing has been done. I think that government should tackle this problem seriously as it’s bringing a lot of prejudice to content producers’ revenue. If their revenue decline because of piracy, they won’t be able to make great content. Let’s hope that soon, appropriate regulation will be put in place to protect content producers.

    • Q. We have seen the emergence OTT platform in Africa, do they represent a threat to traditional TV?

    • A. I think that both can be complementary, we have seen that linear channels are pushing their content online. They realized that a lot of young people are getting their entertainment, news or movies online. I think that if we can gather audience online, we can bring them back to TV. We should find ways for the OTT platforms and TV can work together.

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