Video available to BMA members
According to Harish Goyal, the Chief Executive for Africa at ZEE TV, one of the most fundamental steps in executing broadcaster monetising abilities is customising and adapting content to consumer preferences. This can be achieved through research models targeted at consumer groups by asking the right questions to discover what content they like to watch, how they consume it, and what format they want to view.
This model will assist the broadcaster in gathering information that will direct content production and distribution of the content that the target audience resonates with. The undertaken research should consider small details like adapting content into a language or accents lighter on the African ear and the storyline that transcends cultures.
Once the foundation is laid through customisation, adaptation, and research, another crucial task is to find the right platform before the monetisation process can begin. The guidelines highlighted above will then assist the channel to be sustainable by looking at different factors like short or long-form content and the type of platform a channel should be broadcast on.
Mr Goyal shared the spotlighted views during the recently concluded hybrid summit on “Broadcast Media Convention – Southern Africa 2021”.
The hybrid summit was an initiative by Broadcast Media Africa (BMA) and Southern African Broadcasting Association (SABA) to:
(i) Understand the transformation that is taking place in the broadcasting industry
(ii) Assess the new broadcasting paradigm for a multi-platform, multi-device environment
(iii) Discover the extent that Cocid-19 impacted broadcasters revenues
(iv) Review primacy of content is being leveraged and how delivery platforms
(v) Address the cost-effective distribution of video services across multiple platforms