When asked about his contributions to the session Dayo commented that “For the
African television and media industry in Africa to reap the demographic dividends in the
over 55 million television reported viewers on the continent– it is evident that the rules of
programming must change to meet the needs the African television viewer. In a recent
report by Bain and Co, the global consulting firm: It reported the global shift from
appealing to the broadest possible audience, to striking a chord with a particular
audience group: the Audience of one. It has also been documented that pay TV viewers
in Africa are driven by 3 major types of content: Sports, Local content and Niche
programming. Content on Television networks must be targeted at the African
demographic. It is for Pay-TV business executives in Africa to carry programming that
African viewers want to see, added to this featured programming must be produced and
acquired at a reasonable cost. Finally viewers must be quantified to deliver the most
value to Advertisers. Our Àjàlá™ TV Network was conceptualized to drive subscriber
growth for Pay TV Networks in Africa. The network is a premium thematic travel channel
targeted at over 12 million Nigerian arm chair travelers.
3. 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.
17. 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 through
knowledge
18. Personal Identity
• finding reinforcement for personal values
• finding models of behaviour
• identifying with valued other (in the media)
• gaining insight into one's self
19. 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
20. Entertainment
• escaping, or being diverted, from problems
• relaxing
• getting intrinsic cultural or aesthetic enjoyment
• filling time
• emotional release
• sexual arousal
21. Conclusion of all research on
why we watch TV
We Are What We Watch:
Watch:
We Watch What We Are
22. Specific research on Why
Nigerian watch TV: Media
consumption patterns
• Most studies focused on African
viewer as a whole
• Most profound Insight was the role of
rural urban migration and its effect on
television watching preferences
23. Media consumption patterns of
Nigerians
• From our research we noted that there
is a recent trend towards acceptance
of local television programmes over
foreign television programmes.
• This is a recent phenomenon,
coinciding with the rural urban drift.
24. Why
• One article argues that: Due to the
rural urban drift. The new city dwellers
experience a sense of alienation from
the middle-class norms that dominate
the cultural space in the city and as a
result, feel the need to reaffirm a
traditional African identity through the
television they watch.
25. Research shows It is this need
to affirm their African identity
which explains their
preference for local
programming over foreign
television programmes.
26. Conclusion
• Broadcast business executives in Africa must carry
programming that African viewers want to see. Programming
that allows them to affirm their local identity with content that
allows them
- Gain local information and meet local personalities
- Interact and integrate with local society
- assert their personal identity
- Be entertained in an African way.
• In addition to this, featured programming must be produced
and acquired at a reasonable cost. Finally viewers must be
quantified to deliver the most value to Advertisers. There is
also still great need to conduct more other studies to
document the media consumption practices of television
viewers across Africa and also for broadcasters across Africa
to share best practices.