In an era dominated by ever-evolving media consumption patterns and technological advancements, broadcasters face a crucial challenge: investing in quality content that aligns with their mandate and resonates with their audience while navigating infrastructure complexities, particularly in regions like Africa.
At the recently concluded OTT Streaming Platforms And Content Management Summit, which took place on 27 – 28 Feb 2024 in Cape Town, South Africa, Mlamuli Dlamini, CEO Of Eswatini TV, noted that in his opinion, the provision of linear television is still the clear path for most African broadcasters, even as we prepare to get on board the OTT streaming play.
Mr Dlamini also noted that before making investment decisions, broadcasters must assess whether such investments align with their customers’ needs and requirements and that they contribute meaningfully to the achievement of the public broadcaster’s goals.
“Effective content investment requires deeply understanding the audience’s preferences, behaviours, and expectations. What do viewers want to see, hear, or experience? Conducting thorough audience research to make informed decisions provides valuable insights into the customer’s voice, enabling broadcasters to tailor content strategies to meet audience demands effectively.” says Mr Dlamini.
Above all, Mr Dlamini noted broadcasters must assess whether they possess the right technological infrastructure to execute their content strategies efficiently and cost-effectively.
Please click/tap here to view Mr Dlamini’s comment on why a strong linear TV is paramount in the age of OTT streaming.
