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DIGITAL CONTENT:RESOLVING THE CHALLENGE OF

GENERATION & MANAGEMENT

IN THE NEW ECOSYSTEM

BY

MAXWELL LOKONIGERIAN TELEVISION AUTHORITY

January 2015

Content

� INTRODUCTION

� MEGATRENDS IN DIGITAL BROADCASTING

i. Content Distribution on Multi – Platform

ii. Research

iii. Creating & Satisfying Demand

iv. Technology & New Media

� FUNDING

� LOCAL CONTENT & AGENDA SETTING

� CONCLUSION

� 2015 Finally here!!!

� Are we Ready?

� Digital Era will change the entire

broadcast landscape

� Stakeholders’ Collaboration

� Proactive Steps

Introduction

� The changing phase of broadcast media

�Explosion of channels following the arrival of DTT

�Various other platforms are now available

�OTT – delivers content over internet without the

involvement of Multiple-System Operator

� Non standardization of distribution format on the new

platform poses the greatest challenge:

� Rights Management-

� Advert Revenue

Content Distribution

On Multi - Platform

� According to Frontier Economics for International Chamber

of Commerce, “Digital Piracy will reach $250 billion.

�Will the law be that of the country where works are

uploaded or the country where it is downloaded?

�In Nigeria, the copy rights Act says that “The power to

develop and transmit content rests on the broadcasters”

�The digital era splits the role of the broadcaster into Content

Provider & Signal distributor – There is already a violation

�Traditional Inf & Comm channel has been mutated,

fragmented and diversified. No solution at sight.

Rights Management

� The advert revenue from Internet and Mobile

platforms are growing but remain marginal

�Not yet a serious threat but may be the case in the

near future.

�The Total Above-the-line advert expenditure in Nig

for 2013 was about N91 billion (Approx. $500mill)

�TV 53%

�Radio 17%

�Outdoor 18%

�Press 8%

�New Media 4% (Largely due to Non-

Standardization)

Advert Revenue

� Weak capacities to engage in public opinion &

audience survey. Reasons for the dearth in

content dev is largely due to insufficient research

� Ideas derives from creativity

� Need for in-depth research

Research

� What ever the medium, broadcasters will have to create compelling

content to demand attention of viewers

� Plan for the future, Not Present:

� The traditional TV audience is dwindling. Why? Contents now delivered

on different devices

�What the young people do now, must concern us because it would be

the mainstream in a few years time

�It is often said that Social Value could be more important than

Production Value as technology continues to evolve

Creating &

Satisfying Demand

� The mobile phone is not just part of us, but it is our DNA!

�At a recent marketing conference in Lagos, certain

revelations of a survey showed the power of mobile phone

has over our lives today.

�90% of mobile phone owners keep the phone within one

metre (24/7)

�60% take the phone to bed with them

�33% would rather lose their wallets than their phones

�20% would rather lose their wedding rings than their phones

�On the average, we look at our phone more than 150 times a

day.

Impact of

Mobile Phone

� The Evolution of broadcast technology: From single channel

to multichannel

� Deploying compelling content requires the right technology

� Traditional media often feels threatened by the New Media:

People now watch on their laptops, smart phones and

other devices this has encouraged the rise of Citizen

journalism

� Challenge for traditional media is to create content that can

catch attention and bring back the lost glory

� “Zero TV Homes”

�Unless broadcasters can adapt to media platforms, advert

Technology

& New Media

� If content is KING, then where is the money?

� How do we source Content?

•In-House

•Acquisition

•Commission the production

•Collaboration and co-production

� Access to funds an up-hill task for Content producers

� A need for an African Media Content Fund

Funding

Local Content

& Agenda Setting

� Prime Time: Family must come first

7.00-10pm. As the nucleus of the

society, the family is Central focus for

broadcasting

� The Nigeria example. (NBC) 2009

regulation

� Content as a premium tool in

behavioural change

� Agenda setting and the

Hollywood example:

� A broadcaster today has three functions:

1. A Content Creator or Provider

2. A distributor, rather like an Internet Service Provider

3. A Portal, or an aggregator, in the form of a channel

� Each of these functions could be reinvented: Broadcasters

might decide to provide only one of them, ditching the

others. They might become content provider, but with new

form of portal.

� They might decide to get out of content altogether and use

their broadcast bandwidth to push other people’s content on

a paid basis

What does ‘Broadcasting’

Mean in the future?

Conclusion

� Use Content to tell our stories ourselves and

change the narratives of Africa story

� How do you create this complete journey?

The broadcaster who can answer that

question will be the ones with the audience in

future.

Thank you

for your attention