At the just-concluded Broadcasters Convention – Southern Africa 2025 held in Victoria Falls, Zimbabwe, Brahim Jelassi, Sales Manager – Africa at LAWO, delivered a presentation titled “Navigating the Evolving Broadcast Landscape: A Focus on Adaptability and Technology.”
The address came at a pivotal time, as the region’s broadcast industry undergoes a rapid transformation driven by shifting audience habits, the expanding influence of digital platforms, and rising content rights costs.
Younger viewers are increasingly consuming content on social media platforms such as Instagram and TikTok, forcing broadcasters to rethink how they deliver and monetise content. Meanwhile, the availability of local African content on streaming platforms is growing, and many sports events are migrating from traditional broadcast to OTT platforms — a shift enabled by increasing 4G and 5G connectivity across the continent.
Jelassi argued that success will depend on a robust multi-platform approach. While live panels and linear TV broadcasts remain important, they must be complemented by digital distribution — including replays on platforms like YouTube and Twitch, as well as social media for promotional teasers. Short-form social media content, such as stories or clips, can build buzz and guide audiences back to full linear programmes. The underlying message: audiences want convenience and accessibility — whether they are watching on mobile, PC, or traditional TV. He also recommended that broadcasters consider launching their own OTT platforms to retain control over monetisation and future-proof their distribution strategies.
But multi-platform strategies depend on a solid technical backbone. Jelassi emphasised that broadcasters need sustainable, scalable infrastructure to remain competitive and produce high-quality content. Fortunately, global innovations are making this more achievable: companies like Nvidia and Dell are advancing CPU and GPU performance while costs continue to fall. In time, smaller, more efficient chips may handle full signal processing. This shift could yield major savings in space (for OB vans and facilities) and add flexibility for broadcast operations.
In a media environment where cost pressures, audience fragmentation, and technological disruption are all at play, the call is clear: adapt or risk falling behind. Broadcasters who embrace a multi-platform distribution strategy, invest in stable technology infrastructure, and meet audiences where they are — whether on social media, streaming platforms, or traditional TV — will be best positioned to succeed in Africa’s evolving broadcast landscape.
To view highlights from Mr Jelassi’s presentation, please click HERE.
