Under the #IndustryLeardersSpeak series, Broadcast Media Africa (BMA) recently spoke to Ms Farida Idris, the Group Commercial Director of Capital FM in Kenya.
With almost two decades of experience, Idris has led Capital FM to become the most sort after broadcasting agency in Kenya, and in the process, exceeding revenue goals.
Being at the forefront of how the industry monetises content, BMA’s Publisher and Chief Executive, Mr Benjamin Pius, together with Ms Idris, discussed the current radio broadcasting landscape in Africa and how broadcasters can improve their offering in this digitally driven market.
According to Ms Idris, public broadcasters need to adapt to the changing market by becoming innovative in order to attract advertisers and listeners.
The Director then indicated that broadcasters need to look at other avenues of monetising their content, mentioning that podcast streaming of content can be incorporated within the product offering to attract advertisers.
Ms Idris then mentioned that broadcaster operation models need to align with the ever-changing marketing trends. “Public broadcasters can no longer sit and wait for advertisers to come to them (not when advertisers have so many options)”, she added.