Under the aegis of Broadcast Media Africa (BMA)’s #ContentForAfrica Programme, we recently conducted a survey examining the whys and hows to ensure cost-effective and reliable local distribution of quality local (African-originated) content at scale globally.
This industry survey was conducted with the premise that with the rapidly changing structure of the global electronic media content provisioning, it is not only that creating and producing quality content will be paramount; it is also that in a converged digital era, the ability, ways and means to successfully distribute and deliver the content to audiences globally will to all intent and purposes, the be all and end all.
We surveyed content creators, producers, aggregators, distributors, commissioners/buyers/acquirers.
The summary of the report findings are as follows:
First, almost universally, (94%) of our survey respondents say that Afro-Centric content has the capability of reaching a global audience.
54% of participants surveyed are of the view that a lack of understanding of how the distribution ecosystem works is lacking and not helping Afro-Centric content achieve global reach.
38% of survey respondents rated the quality of the local content as the highest factor determining whether Afro-centric content will gain global distribution traction, whereas 25% believe that content’s universality, appeal and relevance to target audiences/markets drive this.
Participants were asked what area of skills/capacity development needs strengthening in the business of content distribution and delivery in Africa. 43.75% indicated content sales and marketing, while 31,25% said content production.
To read the Briefing Report for this #ContentForAfrica industry survey, Click Here.