In anticipation of the upcoming Broadcast And Digital Media Convention Africa 2024, set to take place from the 8th – 10th October 2024, at the Swakopmund Legacy Hotel, Namibia, BMA sat down with Ms Nada Wotshela, Group Executive – Radio at the South African Broadcasting Corporation (SABC).
During the conversation, Ms Wotshela highlighted the key challenges faced by Africa’s broadcast media professionals today, such as audience fragmentation due to digital media and ageing infrastructure, and suggested potential strategies to overcome them. As the industry gathers in Namibia, Nada expresses hope that attendees will leave the convention inspired, optimistic, and ready to collaborate on innovative solutions for the future.
Below is an abstract from the conversation:
BMA: What influenced your decision to agree to participate in this year’s Broadcast And Digital Media Convention Africa 2024?
Nada: From previous events I attended, I realised that one can never stop learning. These platforms provide even the most experienced professionals with opportunities to learn new things and network with other industry professionals. We are all based in different regions of the continent. The interactions enable us to explore collaboration opportunities and share research and knowledge from various countries, allowing us to explore new markets confidently.
BMA: Please tell us what KEY CHALLENGES, in your opinion, Africa’s Broadcast Media professionals are facing in today’s media ecosystem?
Nada: The introduction of digital media and the fast penetration of smart gadgets continue to fragment audiences that used to rely on traditional media; this seriously impacts revenues as clients are also moving their spending to digital platforms. Broadcasters are even finding themselves competing with their own radio/television personalities as advertisers have also started to approach individual influencers to endorse their products, which is a cheaper option than the traditional ad on a traditional platform. The other key challenge is the ageing signal distribution infrastructure and the high cost of digitising operations, with the unintended consequence of leaving poorer audiences behind.
BMA: In your opinion / experience, how do you think / or do you see these challenges being overcome or resolved?
Nada: Broadcasters need to continue to innovate as the environment we operate in is dynamic. We don’t get new results by doing what we have always done. If we want to futureproof our industry, we need to work together to find solutions to our common problems. We also need to invest in research and development to generate new knowledge. The beauty of the digital age is that it has also provided us with great tools that can be used to enhance our businesses; we just need to explore them with clear goals and objectives. I also think there is value in lobbying for legislative reforms as groups or industries speak with one voice.
BMA: With all said, tell us what you hope colleagues will take away from this industry event?
Nada: I hope everyone enjoys the sessions; I’m certainly looking forward to them. I hope everyone leaves the event filled with optimism for the future of our industry and bursting with new ideas that can improve their trajectory. I hope the event will reaffirm the saying that there is strength in numbers.
To join Ms Nada Wotshela at the African Broadcasters Convention, visit the event website here to learn more.
