Mr Benjamin Pius, the Publisher of Broadcast Media Africa (BMA), recently sat down with Ms Farida Idris, the Commercial Director of Capital FM in Kenya, under the BMA’s #IndstryLeadersSpeak series, which is a collection of conversations with key industry leaders within the broadcasting and media industry across the African continent.
In the conversation, the issue of streaming and podcasting was discussed. It was agreed that as more streaming services enter the African market, many broadcasters will struggle to grow their audience in the already saturated broadcast media market.
Ms Idris also mentioned that the growing number of broadcast stations and streaming platforms has caused advertisers to have a pool of options, thus limiting radio revenue streams. For this reason, broadcasters need to be able to offer solutions and meet the current demand.
So how do broadcasters get ahead in this new ecosystem?
“In order for broadcasters to thrive, broadcasters and especially radio broadcasters need to create unique quality content and invest in quality production as these will attract advertisers and listeners”.
With more than two decades of experience within the broadcasting industry, Idris has led Capital FM to become the most sought-after broadcasting agency in Kenya, spearheading various programmes that put the broadcaster on the map.
To access the full video of Farida Idris sharing her expertise on monetising content and Capital FM’s growth in Kenya, CLICK/TAP HERE.
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