Looking at the Media Evolution in Africa A Presentation by Amir Jahangir at the BBC Media Leaders Conference in South Africa

1. The Digital Mentality and Mindset:
A Leader's Response to Change
How the digital content development and its treatment is
different from a traditional satellite channels' model
Amir Jahangir
Media Leaders, Johannesburg, South Africa
18-19 November 2019
Amir Jahangir | @amirjahangir | aj@mishal.com.pk Mark Kaigwa | @MKaigwa | mark@nendo.co.ke

2. The Business Models
• A Satellite Television Channel – Eyeballs Based
– Subscriptions
– Advertisements
– Special Programs
– Grants
– Public Service Campaigns
– Website

3. The Business Models
• A Digital Platform – Click Through Based
– Subscriptions
– Advertisements
– Special Programs
– Click Through
– Pay Per View
– Grants
– Public Service Campaigns
– Website
– Click Throughs
– Pay Per View

4. • A Satellite Television
Channel – Eyeballs Based
– Subscriptions
– Advertisements
– Special Programs
– Grants
– Public Service Campaigns
– Website
• A Digital Platform – Click
Through Based
– Subscriptions
– Advertisements
– Special Programs
– Grants
– Public Service Campaigns
– Website
– Click Throughs
– Pay Per View
Revenue Models

5. • The average attention span for the notoriously
ill-focused goldfish is (9) nine seconds,
• But according to a new study from Microsoft Corp., people now generally
lose concentration after (8) eight seconds, highlighting the affects of an
increasingly digitalized lifestyle on the brain.
• Microsoft found that since the year 2000 (or about when the mobile
revolution began) the average attention span dropped from 12 seconds to
eight seconds.
• “Heavy multi-screeners find it difficult to filter out irrelevant stimuli —
they’re more easily distracted by multiple streams of media,”.
• On the positive side, the report says our ability to multitask has drastically
improved in the mobile age.
The Average Millennial's Attention Span —
Shorter Than Your Goldfish’s

6. Attention Span
Today, attention has
become a commodity for
marketers. It’s scarce.
And like anything in
economics, scarcity
means higher demand,
higher value, and
ultimately higher costs.
To put it in numbers,
since 1966 the average
cost per thousand
impressions (CPMs) of
prime-time ads has risen
from approximately $1.50
to $22 in 201X.
Adjusted for inflation,
that’s a two-fold increase.
This rising cost of
attention is problematic
for marketers who strive
to capture and hold
consumers’ attention
within a strict budget.

7. • A Satellite Television
Channel – Eyeballs Based
– 30~50 minutes
• A Digital Platform – Click
Through Based
– 8 seconds
Attention Span

8. • A Satellite Television
Channel – Eyeballs Based
– News at the hour
– Every hour
– 5 – 10 minutes for headlines
– 30 minutes for news
– 50 minutes for shows or
longer
– Breaking News: as and when
it happens
• A Digital Platform – Click
Through Based
– As and when it happens
– Max 3 minutes
– >30 Seconds - a news item
– >15 minutes - a show
Attention Span

9. Viewership/Audience Selection
Age Gender Location
Income
Group
Believes
Political
Inclination
Lifestyle
Choices
Purpose Profession
Age
Gender
Location
Income
Groups
Believes
Political
Inclination
Lifestyle
Choices
Purpose
Profession

10. Content Approach for Digital Mindset
• Content must be developed for a customized audience
• Your news bulletins should be less than 3 minutes
• Average news item should be >60 Seconds – 30 is ideal
• Treat each news item as individual product. Anchor is a distraction
• Average talk show should be >15 minutes - a show
• Introduce your issue within 5 seconds, on the 8th minute you
have already lost your viewer.
• The show needs to be relevant to the audience
• Make it interactive and live: Keep the distraction
within your control