African media organisations must embrace faster, more audience-focused content distribution strategies to remain competitive in the rapidly evolving digital landscape. This was the key message delivered by Alexander Kobia, Africa Distribution Representative at Viory, during the recent Broadcasters Convention – East Africa 2026, held in Nairobi, Kenya.
Addressing broadcasters, media executives, and digital content professionals from across the region, Kobia highlighted how Viory is helping media organisations simplify content acquisition and accelerate audience growth by providing immediate access to high-quality video content tailored for African audiences.
According to Kobia, traditional content acquisition processes often involve lengthy negotiations, complex rights management procedures, and delayed publication timelines. Viory is addressing these challenges through a streamlined digital platform that enables broadcasters to discover, download, and publish content within minutes.
“Speed and relevance have become critical factors in today’s media environment,” Kobia explained. “Broadcasters need access to engaging content that resonates with local audiences, while also being able to publish quickly enough to remain competitive across digital platforms.”
The platform operates through a straightforward three-step process: users access the Viory platform, select from a curated collection of African-focused video content, download broadcast-ready material instantly, and publish it directly to their channels. This approach significantly reduces the time between content discovery and audience engagement.
Kobia shared examples demonstrating the platform’s impact on audience growth. He noted that one regional media organisation experienced a dramatic increase in digital engagement after integrating Viory content into its publishing strategy. While the broadcaster previously recorded between 50 and 200 views per video, average viewership increased to more than 20,000 views per post after adopting the platform.
The success, Kobia said, stems from a simple but powerful principle: African audiences are increasingly seeking authentic African stories that reflect their experiences, cultures, and interests.
“African audiences want African stories,” he noted. “When broadcasters provide content that is relevant and meaningful to their communities, audience engagement naturally follows.”
Viory’s growing influence is reflected in its partnerships with a diverse range of media organisations, including regional broadcasters such as ZNBC and Juba Echo TV, as well as internationally recognised media networks including Al Jazeera Media Network and CGTN.
Industry delegates attending the convention noted that as broadcasters continue to navigate digital transformation, solutions that simplify content sourcing while improving audience engagement will become increasingly valuable. Platforms such as Viory are helping bridge the gap between quality content production and local distribution, enabling African broadcasters to compete more effectively in an increasingly crowded digital media marketplace.
The presentation formed part of broader discussions at the Broadcasters Convention – East Africa 2026, which examined emerging technologies, digital strategies, and innovative business models shaping the future of broadcasting across the continent.
To view Mr Kobia’s presentation, please click HERE.
