Digital Transformation - A new Age of Audience-Led Evolution
ABU-RAI DAYS22
DIGITAL TRANSFORMATION – A NEW AGE OF AUDIENCE-LED EVOLUTION
DAY 2- 5 July 2022
SUPERPANEL DIALOGUE
Transforming Public Service Broadcasting
Challenges & opportunities of digital revolution
Speakers Of the Panel
Marinella Soldi, President RAI (See Photo)
Javad Mottaghi, Secretary-General, ABU
Noel Curran, Director General, EBU (via zoom)
Gregoire Ndjaka, Secretary-General, AUB
Iman Brotoseno, President Director TVRI, Indonesia
BELOW IS THE PRESENTATION OF
MR GREGEOIRE NDJAKA
DIRECTOR GENERAL
AFRICAN UNION OF BROADCASTING
DIGITAL TRANSFORMATION IN AFRICA
No Mass Media in the world can operate on the margins of digital transformation. In Africa like in any other continent, Digital Transformation is fast becoming a strategic need for media organizations. The quick progress of technologies have moved the audience marketplace beyond traditional metrics.
At the AUB, Member Organizations have understood the need to go digital during these challenging times. Today, they can be identified on the World Wide Web.
On the screenshot below, you can see the logo of our Active Members. If you go to AUB’s website and type www.uar-aub.org, on the « Membership » section, just click on any of these logo and you’ll be redirected to the members’ various websites.
AUB’s Members are present on popular social networks like Facebook, Twitter, Instagram, Tik Tok, Snaptchat, Telegram, Youtube, etc. Some of them are well positionned with updated pages which gather millions of followers even if others are lagging behind.
But if Media organizations think they’ve already completed digital transformation just because they appear on search browsers, then they are wrong !
Progress waits for no one and African consumers develop unprecedented choices in terms of the technologies and platforms that access, produce, and distribute media content for their satisfaction.
To remain competitive nowadays, our Radio and TV Channels should not stick on traditionnal broadcasting methods solely. Beyond the mission of collecting, processing and disseminating information, the African Radio and TV Channels are increasingly developing strategies to better promote their content through the web in order to reach a global audience.
AUB’s ASSISTANCE TO MEMBER ORGANIZATIONS
Conscious of the needs and preoccupations of its Member Organizations, the AUB has developped its own network of content exchange based on Integrated People and Processes Technology (IPP). Equipped with a hybrid cloud computing infrastructure, the platform allows for the exchange of audio and video contents. It also has a marketplace component integrating AWS systems (for the sale of audiovisual contents).
This sustainable solution is adapted to the demand of members who find it difficult to obtain accurate and quality contents for their Televisions. AUB has shaped its platform as a content sharing network which stands as a conducive common place through which participants can obtain credible information on the happenings of the continent.
Furthermore, the AUB is in the process of developping its own OTT (Over-the-top) platform with the aim of creating a common content distribution framework that will contribute to the real digital transformation of its members.
Traditionally, video broadcasting was accessible on a television set via satellite or cable. However, with an OTT broadcasting setup, viewers will have the possibility to go with an internet-enabled smart TV, smartphone, tablet, laptop, or computer.
DIFFICULTIES
Despite these promission solutions, African broadcasters are going through many difficulties :
Lack of appropriate technical infrastructure for the creation of web content
Insufficent bandwidth which does not allow for the download and airing of high quality programs to a wide audience
Poor internet oureach in rural areas
Difficulties in data storage
Lack of audience studies to adapt programs to the youths’ aspirations
Lack of personnel with mastery of the new professions offered by the digital world
Lack of staff dedicated to digital professions
Lack of communication strategies adapted to promote digital content
Lack of skills on copyright and intellectual protection of audiovisual contents ditributed online.
PERSPECTIVES
We encourage audience Research (studies) to adapt programs to young audiences ;
Train staff dedicated to digital professions ;
Adapt communication strategies to promote digital content ;
Provide opportunities for broadcasters to ratify the draft WIPO treaty on the protection of broadcasting organizations.
Thank you for your kind attention !
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AUB CEO Presentation
