The International Telecommunication Union, ITU in June 2006 instructed all broadcasters in Africa to convert their broadcasting equipment from analogue to digital by 2015. In the Southern African Development Community territory, broadcasters gave themselves the deadline of December 2013 as a way to push themselves in taking on this process as a catalyst to meet the ITU deadline.
Mandatory and Regulatory issues aside.... I want to share my own experience as to what it means to be a multi-media broadcaster - what you need and what to expect, the offerings for your audiences, buyers and all the excitements and realities that come with it.
Digitalization process is no doubt the way to go especially in this fast developing technology world where everything is almost "real time" whether in broadcasting or in other areas. People are for instance talking about e-wallet and self-service in many respects, they are talking about interactive TV, whereby the audience is also having an input and stake in a particular programme in real time, and no longer the traditional way of a producer just imposing content on a listener. This is the same when it comes to buyers or advertisers. Media owners do no longer need to impose their products on customers, but customers are given preferences, they talk about buying experiences and not just the brand - the difference your product is making compared to other many products on the same market.
In the case of Namibia for instance, digitalization is bringing along multi-channels for the Namibian Broadcasting Corporation. In the past, the NBC only had one TV Channel - which resulted in various programme genres competing for space. This is no longer the case as the NBC is now having three TV Channels, allowing more space for various programme genres - news, entertainment and education. This is already such a huge step especially for the audiences who will now have a choice and self-service opportunity when it comes to the programmes they need to tune into.I can call this an excitement. Audiences can also access their audio or various radio stations on the same platforms - where they have their various TV channels. The facilities used to access the multi-media platforms are also coming with some additional added value such as internet access once activated. These facilities can also be used to communicate to the audience for instance to send messages to them directly to their TV screens and many more other opportunities. That's how exciting digitalization processes can be.
But the multi-channels excitement -which offers various platforms - on TV, radio and online (web) also means audiences need to support the digitalization process by acquiring the necessary decoders that come along with multi-channels. These decoders are accessible at N$199.00 and there are special rates for veterans and other identified categories including pensioners. But, to buy the decoder, a person must be a paid up TV License holder, which is another reality especiallly to those who have not been paying their TV licenses due to a host of reasons which I do not want to go into at this stage. Namibia being a vast country of over 824 thousand square km - sparsely populated with only 2.1 million people - also means accessing the decoders could be a challenge if these are not taken closer to the people. Again, these are but some realities - but they are manageable.
Another excitement is the fact that audiences will not be able to access introduction information of a particular show that could be airing during the particular time, a lined up show or a previous show throught what is referred to as EPG - Electronic Programme Guide - which the NBC did not have before. But one reality that comes along with this development is the not so strange challenge facing some broadcasters - that of having "an instable" grid or programme schedule. EPG's are usually supposed to be ready - three or six months in advance - especially for broadcasters that plan way in advance. But that is possible mainly for broadcasters with well organized resources, prioritized for particular aspects and deployed once mandated. In some cases however, especially for African broadcasters - a schedule can change even up to three times per day - due to what is deemed very important development at a particular time. And while - the audience might have been geared to watch one of their regular shows or a newly introduced programme - that show can unexpected to move to another slot, earlier or later or even to the next day - and sometimes withoupt properly informing the viewers through promotion or message through their communication platforms just to warn them in advance. This is also another reality that viewers need to understand and live with while things get stable - especially when it comes to the digitalization process explosion.
As the TV screens become more interesting and boast a variety of various show genres, more eye-balls start to assembly on these platforms through viewing experience - and that also means potential revenue for such broadcasters as buyers are interesting in the number of eyes in order to promote their goods and services. But when a particular show is upset through change of for instance instable grid or schedule - this can also affect the broadcaster's revenue because clients sign sales contracts that must be honoured in terms of how their adverts or commercial messages or sponsorship would be managed. And abprust change could mean poor service delivery even though broadcasters explain why they find themselves in such situations. The issue is, it is acceptable when such things happen once or twice, but not the whole year or decade.
Also, a variety or content bouquet is another advantage of multi-media - because multi-channels means more different programmes to fill up the space on the platforms - but as it is known especially by those in broadcating, local content which must be the face of particular individual broadcasters can be a challenge. This is because some local markets are yet to be strengthened when it comes to production - either in terms of skills or resources or simply relations between broadcasters and producers as well as film commissions if such institutions are available in particular countries. On the other hand, broacasters to struggle with resources - budgets or in some cases priority challenges when it comes to local content production. Broadcasters as the name suggest imply that the institutions are mandated to broadcast but not really as production houses - although they can still produce own content especially when it comes to news and current affairs. But, what is happening due to many reasons is - broadcasters end up producing and broadcasting - but in the process struggle to produce enough content for the available space on the platforms. Broadcasters also hardly commission local content - due to limited financial resources. In ideal situation, a broadcaster must have a budget to commission or assign local producers to package programmes as per the broadcaster's brief. Alternatively, local producers package content which they identify as missing on their local stations and sell these to the broadcasters, but at times, the broadcasters although they want such content, hardly have cash to pay producers for their production cost and to encourage them to do more production. Again, this is but one of the realities, which is also manageable at times goes.
There is another related challenge also that comes with multi-channels - and that is the issue of broadcasters likely to fill up open space on the channels with international or foreign content as some call it. For instance, they can sign up agreements with international broadcasting media to relay their signal for hours on particular channels - while they are hoping to receive local content. And as much as introducing various international news channel on various platforms - sometimes up to four -depending on the open space a broacaster has, it this situation can irritate some audiences especially the patriot-die-hards who might think international media is cultural imperialism or assimmilating local cultures or content - if not properly controlled - even though the world is a global village.
For the broadcasters that might adequate content whether local or acquired/purchased beyong borders, a potential challenge could be making a decision as to on which channel to place such content. Yes, audience level or high numbers of viewers especially when it comes to TV are a good yardstick to determine the relevant platforms - but in some cases some broadcasters hardly aquired autehnic audience level figures which is another challenge in itself. But despite this situation, the issue is - broadcasters are just introducing the multi channels and putting content on one channel could mean wastage especially if audiences are not watching that particular channel yet. The reasons could be, audiences are yet to acquire the decoder to access the various channels -but since a particular channel is for instance meant for entertainment, it means, a good show that has just been bought could be placed on that channel which is yet to get audiences. This situation if looked at differently could also mean a good selling point for some broadcasters - by for instancing airing a promotion showing a "teaser" on the new interesting show airing on a particular channel as a way to entice more audience to buy the decoders. But again, accessing such decoders must be easy others a broadcaster is not only wasting resources to purchase content which might not really be fully watched but also punishing or frustrating its viewers as they might want to watch but cannot access the decoders in a short time. The other alternative is to show the particular content on one channel and repeat it on the next channel but this can also frustrate viewers that have decoders who might not want repeats on various channels although this could be good to those who are yet to buy their decoders and are just using existing channel (s). Again, these are temporary hiccups which I believe have also been experienced elsewhere -and can be overcome as time goes. Some of these challenges are just part and parcel of the whole digitalization exprience and make it interesting as those tasked to manage the processes find ways to bring everything under control.
The digitalization process will enable broadcasters to rearch their audiences nation-wide in an easier manner - but that means, resources to convert the broadcasting facillities such as transmitters and studios in order to send out the cristal clearer signal and picture quality and sound - no more snowy pictures on TV - people are now talking about high definition.
Broadcasters can now via Skype or other social network platforms such as facebook, twitter and instagram engage their audiences to directly and in real time interact with producers and presenters in the studio. It's a citizen journalism world revolution - plenty of opportunities. But again, this means adequate budgets to take care of the necessary processes, such as acquisition of needed facilties and equipment, convertion of some equipment, buying of skills and transfering these to existing employees in order to be able to manage the new way of broadcasting through digitalization. It's so exciting - young and upcoming journalists can now learn to develop content throught web or online platforms, blogging, vlogging, twitters which demands a person to be precise and concise in text, and even facebook... it's a situation that demands discipline among users as broadcasters who are not updating their content especially news and current affairs on time will remain behind - as others make use of "real time happening" platforms.
There is so much to talk about when it comes to digitalization - and opportunities that provided by this development - just be part of it -learn how you can benefit from it and subsequently make a difference through this engagement. I am so excited to be part of this explosion - witnessing history and actually being part of it - and will be able to share that with any interested person or institution, at least the limited experience I picked up so far.
This is just but my view on digitalization, and I am sure you too have something to share about this as this process is happening all over the world, but some continents have already advanced in that. Africa has now started but I am told as much as it is exciting, it is also not a walk in the park, it needs planning and swift implementation - suppported by the necessary resources and proper planning... but again, don't remain behind, be part of digitalization.
Mandatory and Regulatory issues aside.... I want to share my own experience as to what it means to be a multi-media broadcaster - what you need and what to expect, the offerings for your audiences, buyers and all the excitements and realities that come with it.
Digitalization process is no doubt the way to go especially in this fast developing technology world where everything is almost "real time" whether in broadcasting or in other areas. People are for instance talking about e-wallet and self-service in many respects, they are talking about interactive TV, whereby the audience is also having an input and stake in a particular programme in real time, and no longer the traditional way of a producer just imposing content on a listener. This is the same when it comes to buyers or advertisers. Media owners do no longer need to impose their products on customers, but customers are given preferences, they talk about buying experiences and not just the brand - the difference your product is making compared to other many products on the same market.
In the case of Namibia for instance, digitalization is bringing along multi-channels for the Namibian Broadcasting Corporation. In the past, the NBC only had one TV Channel - which resulted in various programme genres competing for space. This is no longer the case as the NBC is now having three TV Channels, allowing more space for various programme genres - news, entertainment and education. This is already such a huge step especially for the audiences who will now have a choice and self-service opportunity when it comes to the programmes they need to tune into.I can call this an excitement. Audiences can also access their audio or various radio stations on the same platforms - where they have their various TV channels. The facilities used to access the multi-media platforms are also coming with some additional added value such as internet access once activated. These facilities can also be used to communicate to the audience for instance to send messages to them directly to their TV screens and many more other opportunities. That's how exciting digitalization processes can be.
But the multi-channels excitement -which offers various platforms - on TV, radio and online (web) also means audiences need to support the digitalization process by acquiring the necessary decoders that come along with multi-channels. These decoders are accessible at N$199.00 and there are special rates for veterans and other identified categories including pensioners. But, to buy the decoder, a person must be a paid up TV License holder, which is another reality especiallly to those who have not been paying their TV licenses due to a host of reasons which I do not want to go into at this stage. Namibia being a vast country of over 824 thousand square km - sparsely populated with only 2.1 million people - also means accessing the decoders could be a challenge if these are not taken closer to the people. Again, these are but some realities - but they are manageable.
Another excitement is the fact that audiences will not be able to access introduction information of a particular show that could be airing during the particular time, a lined up show or a previous show throught what is referred to as EPG - Electronic Programme Guide - which the NBC did not have before. But one reality that comes along with this development is the not so strange challenge facing some broadcasters - that of having "an instable" grid or programme schedule. EPG's are usually supposed to be ready - three or six months in advance - especially for broadcasters that plan way in advance. But that is possible mainly for broadcasters with well organized resources, prioritized for particular aspects and deployed once mandated. In some cases however, especially for African broadcasters - a schedule can change even up to three times per day - due to what is deemed very important development at a particular time. And while - the audience might have been geared to watch one of their regular shows or a newly introduced programme - that show can unexpected to move to another slot, earlier or later or even to the next day - and sometimes withoupt properly informing the viewers through promotion or message through their communication platforms just to warn them in advance. This is also another reality that viewers need to understand and live with while things get stable - especially when it comes to the digitalization process explosion.
As the TV screens become more interesting and boast a variety of various show genres, more eye-balls start to assembly on these platforms through viewing experience - and that also means potential revenue for such broadcasters as buyers are interesting in the number of eyes in order to promote their goods and services. But when a particular show is upset through change of for instance instable grid or schedule - this can also affect the broadcaster's revenue because clients sign sales contracts that must be honoured in terms of how their adverts or commercial messages or sponsorship would be managed. And abprust change could mean poor service delivery even though broadcasters explain why they find themselves in such situations. The issue is, it is acceptable when such things happen once or twice, but not the whole year or decade.
Also, a variety or content bouquet is another advantage of multi-media - because multi-channels means more different programmes to fill up the space on the platforms - but as it is known especially by those in broadcating, local content which must be the face of particular individual broadcasters can be a challenge. This is because some local markets are yet to be strengthened when it comes to production - either in terms of skills or resources or simply relations between broadcasters and producers as well as film commissions if such institutions are available in particular countries. On the other hand, broacasters to struggle with resources - budgets or in some cases priority challenges when it comes to local content production. Broadcasters as the name suggest imply that the institutions are mandated to broadcast but not really as production houses - although they can still produce own content especially when it comes to news and current affairs. But, what is happening due to many reasons is - broadcasters end up producing and broadcasting - but in the process struggle to produce enough content for the available space on the platforms. Broadcasters also hardly commission local content - due to limited financial resources. In ideal situation, a broadcaster must have a budget to commission or assign local producers to package programmes as per the broadcaster's brief. Alternatively, local producers package content which they identify as missing on their local stations and sell these to the broadcasters, but at times, the broadcasters although they want such content, hardly have cash to pay producers for their production cost and to encourage them to do more production. Again, this is but one of the realities, which is also manageable at times goes.
There is another related challenge also that comes with multi-channels - and that is the issue of broadcasters likely to fill up open space on the channels with international or foreign content as some call it. For instance, they can sign up agreements with international broadcasting media to relay their signal for hours on particular channels - while they are hoping to receive local content. And as much as introducing various international news channel on various platforms - sometimes up to four -depending on the open space a broacaster has, it this situation can irritate some audiences especially the patriot-die-hards who might think international media is cultural imperialism or assimmilating local cultures or content - if not properly controlled - even though the world is a global village.
For the broadcasters that might adequate content whether local or acquired/purchased beyong borders, a potential challenge could be making a decision as to on which channel to place such content. Yes, audience level or high numbers of viewers especially when it comes to TV are a good yardstick to determine the relevant platforms - but in some cases some broadcasters hardly aquired autehnic audience level figures which is another challenge in itself. But despite this situation, the issue is - broadcasters are just introducing the multi channels and putting content on one channel could mean wastage especially if audiences are not watching that particular channel yet. The reasons could be, audiences are yet to acquire the decoder to access the various channels -but since a particular channel is for instance meant for entertainment, it means, a good show that has just been bought could be placed on that channel which is yet to get audiences. This situation if looked at differently could also mean a good selling point for some broadcasters - by for instancing airing a promotion showing a "teaser" on the new interesting show airing on a particular channel as a way to entice more audience to buy the decoders. But again, accessing such decoders must be easy others a broadcaster is not only wasting resources to purchase content which might not really be fully watched but also punishing or frustrating its viewers as they might want to watch but cannot access the decoders in a short time. The other alternative is to show the particular content on one channel and repeat it on the next channel but this can also frustrate viewers that have decoders who might not want repeats on various channels although this could be good to those who are yet to buy their decoders and are just using existing channel (s). Again, these are temporary hiccups which I believe have also been experienced elsewhere -and can be overcome as time goes. Some of these challenges are just part and parcel of the whole digitalization exprience and make it interesting as those tasked to manage the processes find ways to bring everything under control.
The digitalization process will enable broadcasters to rearch their audiences nation-wide in an easier manner - but that means, resources to convert the broadcasting facillities such as transmitters and studios in order to send out the cristal clearer signal and picture quality and sound - no more snowy pictures on TV - people are now talking about high definition.
Broadcasters can now via Skype or other social network platforms such as facebook, twitter and instagram engage their audiences to directly and in real time interact with producers and presenters in the studio. It's a citizen journalism world revolution - plenty of opportunities. But again, this means adequate budgets to take care of the necessary processes, such as acquisition of needed facilties and equipment, convertion of some equipment, buying of skills and transfering these to existing employees in order to be able to manage the new way of broadcasting through digitalization. It's so exciting - young and upcoming journalists can now learn to develop content throught web or online platforms, blogging, vlogging, twitters which demands a person to be precise and concise in text, and even facebook... it's a situation that demands discipline among users as broadcasters who are not updating their content especially news and current affairs on time will remain behind - as others make use of "real time happening" platforms.
There is so much to talk about when it comes to digitalization - and opportunities that provided by this development - just be part of it -learn how you can benefit from it and subsequently make a difference through this engagement. I am so excited to be part of this explosion - witnessing history and actually being part of it - and will be able to share that with any interested person or institution, at least the limited experience I picked up so far.
This is just but my view on digitalization, and I am sure you too have something to share about this as this process is happening all over the world, but some continents have already advanced in that. Africa has now started but I am told as much as it is exciting, it is also not a walk in the park, it needs planning and swift implementation - suppported by the necessary resources and proper planning... but again, don't remain behind, be part of digitalization.
No comments:
Post a Comment