Ajalas DISCOP4 Nigeria Panel 2010

8/8/2019 Ajalas DISCOP4 Nigeria Panel 2010

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The Ni erian audience of one:

Do you speak their language? -

jl All rights reserved 2009

OSHOLOWU A. G.* ANIFOWOSHE A. ADETIMEHIN GAjala TV Network Intellectual Property Unit

-A literature review of studies on mediaconsumption patterns of Nigerian television

viewersDISCOP 4 Nairobi: Country Focus Session: Nigeria


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tvtvtvtvA premium lifestyle

c anne w rave antourism related content.



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Co-founder and CEO of The Ajala Travel Company

The Ajala TV Network was recently recognized in February 2010 by

Africa Investor Magazine as one of the 10 promising bankable tourism

projects in Africa.


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Launch in Nigeria thefastest growing Pay-TV

region in Africa in June2011.



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Our teamAjala TV Network R&D Led by - FolarinAnifowoshe

Has over 4 years experience working in theMedia and Pay TV industries in India. Work with RPG India, Owners of Saregama:Saregama:Saregama:Saregama:

The leading media company in India with the


arges ome v eo an mov e arc ve wbusiness spanning pay- TV, television, retail anddigital distribution of music and home videos.

Associate with consulting arm of TATA ownersof TATA Sky;TATA Sky;TATA Sky;TATA Sky; a leading DTH provider in India

HE LED RESEARCH ON THIS STUDY


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For the African television and mediaindustry in Africa to reap thedemographic dividends in the over55 million television reported

IntroductionIntroductionIntroductionIntroduction

,evident that the rules ofprogramming must change to meetthe needs the African televisionviewer.



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A recent report by Bain and Co, the

global consulting firm, stated thatthere is a global shift fromappealing to the broadest possible

The Nigerian Audience of OneThe Nigerian Audience of OneThe Nigerian Audience of OneThe Nigerian Audience of One

audience to striking a chord with aparticular audience group: theAudience of one.



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It has also been documented thatpay TV viewers in Africa are drivenby 3 major types of content: Sports,Local content and Niche

The Audience of OneThe Audience of OneThe Audience of OneThe Audience of One

.networks must be targeted at theAfrican viewer demographic.



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There is room for improving thecontent strategies of broadcasters InNi eria and the rest of Africa b

focusing on delivering content thatappeals to the local African viewer.



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Opportunity: The Nigerian cellular (mobile phone)industry (a good proxy) -Total of 75 millionsubscriber mobile subscribers-Growing at CAGR of

around 15.5% -Subscriber pays entry fees of USD 100-150 for thebasic handset-an ARPU of USD 8+ per month

Nigerian TV: The opportunityNigerian TV: The opportunityNigerian TV: The opportunityNigerian TV: The opportunity

urren y, e n us ry s as o ows es anmillion subscribers-Growing at CAGR of 13%, perannum -Subscriber pays an entry fees of USD 70 forthe basic CPE and -an ARPU of USD 4-5 per month

If 75 million users can afford these economics, asimilar number can potentially go for DTH services.



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As ICT is driven by Content

So far the Nigerian DTH industry isunderperforming other ICTindustries in the market.

There is a need for contentThere is a need for contentThere is a need for contentThere is a need for content

There is a need for new content todrive the industry is self evident



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-i.e What are the media consumptionpatterns in Naija?

How do Nigerians watch TV



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Our methodologyOur methodologyOur methodologyOur methodology

We conducted a search of virtual media literature

databases to find related studies in order toprovide answers to the question: How do Africanswatch television? The following keywords were


, , , , ,

consumption habits, preferences. This studyreviews studies on television media consumption

habits of Africans.


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Whey do people watch TVWhey do people watch TVWhey do people watch TVWhey do people watch TV

From Research by Denis McQuail, a Professor ofMass Communication at the University ofAmsterdam and James Lull, a researcher, writer


- Information- Personal Identity

- Integration and Social Interaction- Entertainment


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Whey do people watch TVWhey do people watch TVWhey do people watch TVWhey do people watch TV

From Research by Denis McQuail, a Professor ofMass Communication at the University ofAmsterdam and James Lull, a researcher, writer


- Information- Personal Identity

- Integration and Social Interaction- Entertainment


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Information finding out about relevant events and

conditions in immediate surroundings,society and the world

seeking advice on practical matters or

opinion and decision choices satisfying curiosity and general interest

learning; self-education

gaining a sense of security throughknowledge


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Personal Identity finding reinforcement for personal values

finding models of behaviour

identifying with valued other (in the media)

gaining insight into one's self


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Integration and Social

Interaction gaining insight into circumstances of others; social empathy

identifying with others and gaining a sense of belonging

finding a basis for conversation and social interaction

having a substitute for real-life companionship

helping to carry out social roles

enabling one to connect with family, friends and society


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Entertainment escaping, or being diverted, from problems

relaxing

getting intrinsic cultural or aesthetic enjoyment

filling time

emotional release

sexual arousal


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Conclusion of all research on

why we watch TV

WeWeWeWe AreAreAreAre WhatWhatWhatWhat WeWeWeWe WatchWatchWatchWatch::::

WeWeWeWe WatchWatchWatchWatch WhatWhatWhatWhat WeWeWeWe AreAreAreAre


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Specific research on Why

Nigerian watch TV: Mediaconsumption patterns

Most studies focused on Africanviewer as a whole

Most profound Insight was the role ofrural urban migration and its effect ontelevision watching preferences


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Media consumption patterns of

Nigerians From our research we noted that there

is a recent trend towards acceptanceof local television programmes over

.

This is a recent phenomenon,coinciding with the rural urban drift.


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Why One article argues that: Due to the

rural urban drift. The new city dwellersexperience a sense of alienation from

-the cultural space in the city and as aresult, feel the need to reaffirm a

traditional African identity through thetelevision they watch.


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Research shows It is this needto affirm their African identitywhich ex lains their

preference for localprogramming over foreign

television programmes.


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ConclusionConclusionConclusionConclusion Broadcast business executives in Africa must carry

programming that African viewers want to see. Programmingthat allows them to affirm their local identity with content thatallows them

---- Gain local information and meet local personalitiesGain local information and meet local personalitiesGain local information and meet local personalitiesGain local information and meet local personalities---- Interact and integrate with local societyInteract and integrate with local societyInteract and integrate with local societyInteract and integrate with local society---- assert their personal identityassert their ersonal identitassert their ersonal identitassert their personal identity

---- Be entertained in an African way.Be entertained in an African way.Be entertained in an African way.Be entertained in an African way.

In addition to this, featured programming must be producedand acquired at a reasonable cost. Finally viewers must bequantified to deliver the most value to Advertisers. There is

also still great need to conduct more other studies todocument the media consumption practices of televisionviewers across Africa and also for broadcasters across Africato share best practices.


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The Nigerian audience of one:Do you speak their language? -

Thank you !


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Thank YouThank YouThank YouThank You

meet jl

I am a world traveller.

Some say I am merely a figment of theimagination, a myth immortalized in


song*. I can assure you I havetraversed the world and am preparedto take you on your next venture as

your guide and friend.My name is jl and I am glad to be ofservice.

*A song made popular by a famous Nigerian musician


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Travel with jl

Dayo Osholowu | Gbenga Adetimehin | Folarin Anifowoshe | Muyiwa AdesemowoJanuary 6 2010



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Dr Dayo OsholowuChief Executive OfficerThe Ajala Travel Company

+


E: [email protected]: www.ajala.biz

Ajalas DISCOP4 Nigeria Panel 2010

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