As the Broadcast And Digital Media Convention Africa 2024 approaches, which will be held from October 8th to 10th, 2024, at the Swakopmund Legacy Hotel in Namibia, industry professionals from across the continent are gearing up to tackle some of the most pressing challenges facing African media.
In an exclusive interview, Christina Bwana, Chief Operating Officer of Ubongo, shares her thoughts on why participating in this year’s convention is crucial, the key issues confronting African broadcasters, and the potential solutions that could shape the industry’s future.
From advocating for diverse content funding to promoting African identity through media, Christina highlights the importance of collaboration and inclusivity in driving the sector forward.
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?
Christina: I always enjoy being part of thought leadership and discussions around using and enhancing media across Africa, especially children’s media and media, including all audience needs. So naturally, I jumped at this opportunity!
BMA: Please describe the key challenges Africa’s broadcast media professionals face in today’s media ecosystem.
Christina: The lack of funding overall. Therevery specific media pieces or topics that will alavailable funding available, but there are issuesore important topics, pieces, and audiences that are not prioritised. It then becomes hard for content creators to make a living and equally hard for broadcasters to afford to buy content.
Another key challenge is the immense amount of media content from abroad. Of course, this is at a much larger volume than content available from the continent, so logically, purchasing makes more sense. However, this gives less space and more pressure on African content creators to keep up with the volume demand to produce content that can promote the African identity and values we desperately need to encourage in media.
BMA: In your opinion/experience, how do you think / or do you see these challenges being overcome or resolved?
Christina: Lack of funding: New revenue share or licensing methods need to be prioritised so that the African media audience can access as diverse a variety of media content as we see abroad. If the producers need the licensing money to continue producing, and the broadcasters don’t have the budget to purchase, they must meet halfway.
BMA: With all said, tell us what you hope colleagues will take away from this industry event.
Christina: We have renewed energy and passion to collaborate as broadcasters, content creators, investors, and media consumers to continue doing greater things for the African broadcast landscape, keeping inclusivity as everyone’s priority.
With renewed passion and a commitment to inclusivity, industry stakeholders are poised to explore new opportunities and strengthen the African broadcast media ecosystem for future generations.
Visit the event website here to learn more about attending this event with Christina Bwana and other industry leaders.
